Google ( GOOG - news - people ) may be the go-to resource for quick answers, but Guinness World Records is still the gold standard.

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Social Intelligence Corp. is essentially taking the traditional background checks that are commonly used by corporate human resource departments to look for things like criminal records and moving them online to track social media networks, including Facebook, Twitter, Flickr, Youtube, LinkedIn, and individual blogs.

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The Identity Theft Resource Center, for instance, tracked 220 million personal records lost or stolen in data breaches last year, up from a paltry 35 million in 2008.

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