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Need a run-down of the most attention grabbing stories from social this week? Look no further!
Euro 2012 final sets new Twitter record as 16.5 million tweet

The game may not have been the tightest or most hard fought affair, but that didn’t stop conversation flowing around the Euro 2012 climax. 

UEFA has released statistics which show that the game broke Twitter’s record for tweets per second around a sporting event, with 15,358 TPS as Juan Mata García (@juanmata10) scored. Fernando Torres was the most popular player on Twitter as measured by the UEFA.com Player Broswer, with the #Torres hashtag attracting over 18,000 tweets, about 300 more than second-placed #Balotelli.

Get the full lowdown at The Wall.
Facebook and Yahoo end patent war, partner on ad deals

Yahoo and Facebook have laid their legal differences to rest, with the two parties settling their various patent claims. The catalyst for peace appears to be opportunity; the social juggernaughts have entered into definitive agreements that sees the launch of a new advertising partnership and the extension and expansion of their distribution arrangements.

AllThingsD has more.
Top Twitter stories shared ’350 times more’ on Facebook than Google+

It’s probably no surprise that Facebook is pounding Google+ on the usage front. According to a UK study, the 100 most tweeted news stories from 10 UK outlets found the news was “350 times more likely to be shared on Facebook than on Google+.” Overall, human interest stories with big pictures and grabby headlines tend to perform best on both Facebook and Google+, while Twitter lends itself better to more ‘newsy’ informative stories.

Journalism.co.uk has the scoop.
Facebook gearing up for a social commerce push

As we covered in last week’s round up of social news, a Facebook developer, spilt the beans that the social network was trialling a ‘Want’ plugin. Now the same enterprising leaker has found a series of new coding actions which suggest that Facebook is about to embark on a serious social commerce push.

Mashable has the techy details.
Skittles sets tongues wagging – again

Skittles is pretty adept when it comes to creating social campaigns that gets tongues wagging. However it’s taken that ambition more literally than ever in the latest ‘Skittles Riddles’ ad, which sees a girl getting up close and personal with a walrus. The rationale behind this beastly act is that ‘the colours on the outside don’t match the flavours on the inside’. Well, it makes more sense when you watch it.

Or does it? The general consensus in social seems to be one of confusion, but as usual they’ve certainly got people talking. What do you think?
Church vs. Beer: Tweets map regional differences in US culture

It’s a heavyweight battle if ever we’ve seen one.

A team of geo-data experts from Floatingsheep.org has used geolocated Tweets to gauge differences in culture across the US. In honour of The Fourth of July, the analysts decided to celebrate America’s patchwork society by exploring and mapping local patterns in social media using their new geo-data project, DOLLY (Data On your Local Life and You).

For this particular exercise they counted Twitter mentions of either ‘beer’ or ‘church’ in every US county, and then assigned each a rating according to which of the two words came out on top and by what margin.

The Guardian has the, um, interesting results.
Why you should embrace Twitter lurkers

They may not bring the most fun to the Twitter party, but Twitter lurkers still add genuine value to the social network.

@TedRubin reckons that lurkers contribute in ways other than chat – particularly in numbers. For example, of the more than 100 million active users on Twitter, half log in daily, but only 60% have tweeted in the last month. What this should tell you is that so-called lurkers account for a large percentage of the average Twitter audience, and so their potential to influence and be influenced – even if they’re not expressing it actively on that particular network – should not be underestimated.

Read his full explanation here.
Twitter’s mobile ads begin to click

Twitter is showing early signs of success in an arena where Facebook and Google have struggled – the mobile ad market.

Company execs have claimed that on most days, Twitter is now generating the majority of its revenue from ads shown to its users on mobile gadgets, rather than from ads on Twitter.com. Twitter says its mobile-advertising business is working well because a company can easily convert any tweet into an ad, and one advertiser has called the early results ‘stunning’.

The Wall Street Journal reports.
Study claims that social TV keeps wandering minds engaged

Social media and the ‘third screen’ is often accused of proving a distraction to TV viewers. But if a recent study is to be believed, that trend is set to reverse.

Interacting with social media on a second screen makes viewers more engaged in programming than if they were watching in isolation, the study by Time Warner Research Council said. Instead of distracting viewers, it merely augments the way that they view TV.

Adage has the story.
Labour supporters use Twitter to launch campaign social network 

For the past few years the role of social media in raising awareness of elections – particularly in encouraging younger demographics to vote – has divided opinion. But Labour supporters clearly believe it’s a powerful force, using Twitter to help launch their own social network called ‘Labour Exchange’.

Thanks once more to the The Wall for the heads up.

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