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It proposes a conceptual framework and demonstrates the empirical potential of a pragmatic approach based on reading published materials and available documentation. Facebook\u2019s Data Warehousing and Analytics Infrastructure serves as an illustrative example to begin tracing out and describe data assemblages in more detail. In being attentive to the motivations, drivers and challenges engineers face when dealing with Big Data, it is argued that their solutions can enable and support but also constrain specific analytical and transactional capabilities or data flows between various devices and actors. The analysis thus moves beyond methodological critiques of the utility of Big Data that lack empirical support and specificity. It is further argued that analytics not just describe but also actively participate in the enactment of social worlds, thereby opening possibilities for new markets or market segments to arise. Online sociality accounts for a model of the social that makes it visible and measurable qua markets inviting data recontextualisation and the creation of value along multiple axes. Contra Facebook\u2019s claim to make the web more \u2018social\u2019, an investigation of commensuration brings to the fore the question how the social is accounted for in the first place.<\/jats:p>","DOI":"10.1177\/2053951716631365","type":"journal-article","created":{"date-parts":[[2016,2,10]],"date-time":"2016-02-10T20:43:11Z","timestamp":1455136991000},"update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":18,"title":["Accounting for the social: Investigating commensuration and Big Data practices at Facebook"],"prefix":"10.1177","volume":"3","author":[{"given":"Fernando N","family":"van der Vlist","sequence":"first","affiliation":[{"name":"Department of Media Studies, University of Amsterdam, the Netherlands"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2016,2,9]]},"reference":[{"key":"bibr1-2053951716631365","volume-title":"Big Data Analytics Beyond Hadoop: Real-Time Applications with Storm, Spark, and More Hadoop Alternatives","author":"Agneeswaran VS","year":"2014"},{"key":"bibr2-2053951716631365","doi-asserted-by":"publisher","DOI":"10.5539\/nct.v2n1p62"},{"issue":"2","key":"bibr3-2053951716631365","first-page":"4","volume":"35","author":"Aiyer A","year":"2012","journal-title":"Bulletin of the IEEE Computer Society Technical Committee on Data Engineering"},{"key":"bibr4-2053951716631365","unstructured":"Anderson C (2008) The end of theory: The data deluge makes the scientific method obsolete.\n                      Wired Magazine\n                      , 23 June, 16(7). 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