Last week, a young mother had a panic attack when TSA workers in Atlanta took her toddler out of sight to be searched … and the blogosphere erupted

Last week, a Denver family caused a media sensation when they reported their six-year-old son might be aboard a runaway helium balloon … and the Twitterverse held its breath.

This week, we learned that none of it was true — at least, not as originally presented. Security cameras in Altanta prove that Nicole White was always within a foot or two of her son during their long TSA screening, despite the fevered rant that drove up traffic at her blog.

In Denver, meanwhile, Richard and Mayumi Heene face possible criminal charges after local law enforcement determined that the entire balloon incident was likely a stunt designed to seal the deal for a reality show appearance.

What gives here? Why would seemingly normal, rational people use their children to garner a few minutes of fame?

Here’s our theory: Reality TV and social media have made it easier than ever to get noticed, and we’re beginning to get addicted to attention. We collect friends, followers, fans and contacts as if the sheer numbers somehow proved our worth. We compulsively Google our names and check our blog stats as if to reassure ourselves that others are aware of our existence.

“I tweet, therefore I am,” to paraphrase Descartes for the Digital Age.

The irony is that chasing useless metrics such as pals or pageviews can steal focus away from the things that really matter. In business, social media are supposed to be a marketing tool, not an end in themselves. Yet I know entrepreneurs who worry constantly about their “unfollow” stats on Twitter, even while they make no effort to get a handle on their lost customers.

As for the purely social side of social media, the same principle applies: Online tools should add value in real life — and real life happens offline. Virtual relationships are great if they provide an occasional smile or morale boost throughout the day, but that’s no substitute for having a real drink with real friends.

No offense to our online groupies, but we probably won’t be chatting with you this weekend. Business is business and followers are fun, but we have more important relationships to attend to.

And we’re guessing you do, as well.

Prost!