The fight for the internet's "town square" continues with the latest moves from Facebook and Twitter.
The finale to the Breaking Bad television series didn't generate as much social media chatter as expected earlier this week. But the second screen experience remains hotly contested. Facebook is now offering interaction data to US television networks.
New figures show that Twitter calls to action are more popular than Facebook references for US advertisers.
Australia's Twitter-Facebook balance is different to the US according to the latest figures. Australian media companies are more locked into Facebook because of sheer local audience size.
And, from experience, scanning Facebook for feedback is a little easier for media executives to stomach. It's far more pleasant than the sometimes ferocious 140-character arrows fired by unhappy tweeters.