“Audit culture and business ontology enculturate a reliance on quantification to evaluate whether an insatiable ‘desire for more’ has been fulfilled. These conditions compel Facebook’s users to reimagine both self and friendship in quantitative terms, and situates them within a ‘graphopticon,’ a self-induced audit of metricated social performance where the many watch the metrics of the many.”

via What Do Metrics Want? How Quantification Prescribes Social Interaction on Facebook : Computational Culture.