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TWITTER KILLS-OFF SOCIAL PROOF

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You might have noticed in the last few days, that social share buttons across the Web, look a little different. Twitter has finally implemented its planned changes to both update the look of its buttons, and remove the accompanying shares counter.

The updated share buttons are white on Twitter-brand blue and modern looking. But they may not be used for much longer, thanks to the second change.

Until now share counts on articles, product pages, and almost everything else online, have acted as a form of social proof. Consciously or subconsciously users gauge the quality of content based on whether other users have taken the time to share it. In fact Search Engine Watch reports that social share buttons are themselves rarely used; between Klout, Buffer, and simple copy and paste, the buttons themselves are largely superfluous, the share number

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