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Just because you have numbers doesn't mean you have insight

One of the most seductive things about social media is the way it allows us to quantify things. I have more friends than she does – I must be more popular. That blog post got more hits than this one, so that one's more effective. We have more Twitter followers this month than last month, so we're on the right track.

Numbers are lovely that way. In a world where everything seems open to interpretation, numbers offer certainty. Five is bigger than three: end of argument.

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