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i think the google pages dashboard brings a lot more accountability to it making it easier to sell as a whole
great write up Aaron and continues the points I was making last week in a post on here about google+ being the 2nd largest global social platform and that it should be being used. http://socialmediatoday.com/andykinsey/1513391/use-google-plus-are-you-serious
If they used either of those as stats for this the numbers would be much high, I think its safe to say Google has more unique active users a month for search than facebook as a whole (could be wrong with that sweeping statement)
I'm pretty sure these are qualified active users, uploading and sharing photos add ing people to circles, posting updates and comments etc not just looking that the number of people adding them from gmail notifications