If you accept the study's definition of the three distinct types of customer on social . . .
and I see no reason not to, my conclusions from the analysis below is not that you need to "pump up the volume on your invisible audience" but do more to convince lurkers and dabblers of the pleasures to be had from social—to become enthusiasts.
How can you do this as a company? Don't think assembly-of-content-for-the-purpose-of-marketing, though. Nobody likes to be blatantly sold stuff even if it's by way of a 'cute' cat video (The single quotation marks are purposeful—I think cats are stupid). It's the fear of being sold to that encourages people to lurk and dabble—and legitimate concerns about privacy or social risk.
Think instead of narrative, emotion, things we care about and should care about, good stories well told or shown . . .
The authors probably agree since they point out "Once you look beyond enthusiasts, it’s clear that funny/human interest content and online games are the two Facebook activities that are most likely to earn the attention of the social media audience as a whole."
Actually, with respect to the first, it's also what most social 'enthusiasts' like about the social web . . . which analytics can tell us.