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Jack Park on 31 Dec 08The present research analyses the 'social visualization' tool Sense.us, a commercial interactive Web application in which U.S. Census data are visualized. Sense.us was developed as a tool for social data exploration and interaction, in which it would be worthwhile to pay attention to the socio-cultural values that have driven the collection and categorization of the underlying U.S. Census datasets. It is argued that closer attention to value driven U.S. Census statistics would greatly enhance the social appeal of Sense.us, and would be a logical next step in the development of online social visualization tools. In order to allow for explicit socio-cultural values of statistics in online visualizations, three strategies are offered: pro-active annotation; more attention to visual aesthetics; and, a tighter integration of user profiles and represented data.