Plenty coming in from the frontline of the social media wars this week. Is Twitter about to be taken over? Is Facebook going to wreck Whatsapp? Is Lena Dunham selling out? Read on to find out more.

Facebook gets active

The arms race between Facebook and Twitter continued this week, as the former launched its own version of Twitter’s Moments but just for sport. It will allow sport fans to check up on scores, see if their friends are talking about it, look at what experts are saying and plunge deep into previous stats and game history. At the moment it seems to be limited to iOS and the NFL but it’s sure to widen its remit soon. If you’re wondering why on earth did Facebook choose the NFL, then this Econsultancy article might shed some light on why the NFL is the quarterback star of content marketing.

Is Twitter about to be taken over?

Get with the programme: it’s old news about Twitter and NewsCorp. Apparently, according to the FT, it’s Alphabet who are circling…

Whatsapp goes free

Still with Facebook: its messaging platform Whatsapp recently announced it would be scrapping its subscription service. Given that many of Whatsapp’s users (existing and potential) don’t have debit or credit cards, getting people to pay for the messaging app was proving difficult. Forbes saw that the interaction between businesses and users would be key to making it financially viable:

Facebook now plans to introduce tools which will allow users to communicate with businesses via WhatsApp, thus making it the “go-to” app for several services. We believe this is in line with Facebook’s strategy to monetize a platform once it crosses the billion users mark and use organic interactions between businesses and users as the first step toward monetization.

Social Times was cautiously optimistic about Whatsapp’s plans:

The revenue details on these experiments is unclear, but it’s easy to assume businesses would pay a fee to WhatsApp to offer this kind of customer service and access. And a billion users worldwide seems like a very lucrative audience to tap into.

And the Daily Mail, ever the bastion of truth and good sense, published a long-awaited article about how to read messages on Whatsapp without your correspondent knowing you’ve read them. And if you’re struggling with your emoji use on Whatsapp or any other messaging platform, then this👌guide from Buffer might help.

Oh and in case you missed it – we collect reviews with emojis now. Turns out people love using them.

Is everything just peachy?

Vine founder’s latest project Peach hit the headlines this week. It showed that the rise and fall of social media platforms has fast forwarded to dizzying speeds. The Guardian wrote up a guide to the social platform last week and soon after Hootsuite fawned over the new social network:

Facebook asks “What’s on your mind?” and Twitter prompts you with What’s happening?” to get you to post content. These are pretty open ended questions and it can sometimes be difficult to get started. Peach, on the other hand, has an array of prompts from “What’s something you can’t live without?” to “What would you love to win a lifetime supply of?” This is an interesting way to get users more active.

Contently laid the blame squarely on brands:

Peach is the latest in a string of apps to shoot to fame, get flooded by brands, and fail soon after.

Anyone remember Bebo or Ello? And while we’re at it, let’s have a moment of silence for Friends Reunited.

LinkedIn gets one of the GIRLS

The once staid business network is getting sharper in the publishing stakes:

Millennials join social networks all the time, but it’s slightly bigger news when Lena Dunham joins LinkedIn. The Girls creator already had almost 11,000 followers as of Wednesday.

Read her first post here.

We’ll be talking more about the modern day marketer’s battle to reach the millennial crowd next week.

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LinkedIn's new girl, Facebook gets active, Larry Page at Twitter?