Statistics can be made to prove anything - even the truth.

When it comes to parsing social media numbers, however, it's important to keep all the variables in proper context. Because this wildly popular medium remains in its relative infancy, it's often hard to contextualize what is actually important and what isn't.

For example, is it more important for a brand to have 30,000 Facebook fans or 1,000 hardcore Twitter followers? Of course, the answer may depend on particular business goals, but the point is that it can be easy to get hung up on all those readily available metrics.

And when it comes to Twitter these numbers border on the astronomical. After all, the platform favors quick bursts of information over lengthy contextual content.

Still, the numbers are telling us a story and it's how you chose to leverage these statistics that is important. If you knew that the best time of the day to get re-tweeed is 5PM (apparently

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