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I had this video passed on to me this week and though it was a funny and a semi accurate description of how many people look at social analytics.

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Obviously the Colbert Report takes this to the extreme because it's funnier that way, but as we talk to more and more people it amazes me that the value of social is talking about the aggregate stats that are generated from all this "big data" we have.  We rarely get down to signal vs. noise or better yet measuring ever changing relationships.  Metrics about individuals or transactions miss the social part of a social network.  For any of you that are neck deep in trying to improve or figure out social analytics you will find this entertaining.  Enjoy