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Here’s our round up of this week’s stories from the social web.

London landmark becomes a Twitter “mood ring” for Olympic conversation

Olympic sponsor EDF Energy have commissioned a social media-powered light show, to be displayed on the London Eye. Throughout the Olympics, the iconic Ferris wheel will light up nightly, with the color changing in real time based on the sentiment of Twitter conversation surrounding the games.

Read more onThe Telegraph.

Who’s winning the Olympic social video race?

Keeping to the Olympic theme, our friends at Unruly Media have released this neat interactive infographic to show which official Olympic sponsor is creating most noise with their videos – all compiled using data from Twitter and Facebook’s APIs as well as blog embeds.

Apollo 11 mission gets Instagram treatment

Forty-three years ago, on Friday, Apollo 11 landed on the moon. Ever wondered what it would look like if witnesses to historic events had used Instagram to document the experience? Wonder no more, courtesy of Mashable’s Amanda Wills.

Facebook takes a page out of Pinterest’s book

Facebook’s currently testing new features and designs for app stories, influenced by passion-based platform Pinterest, using a box layout that allow Likes, comments and other app-specific CTAs.

Inside Facebook has the scoop.

Mumsnet partners with What Car for reviews

What Car and Mumsnet have announced a partnership that will see user generated car reviews aggregated on a Mumsnet microsite called Mumsnet Cars.

Justine Roberts, CEO of Mumsnet, said: “Eighty per cent of our users seek advice or read reviews on Mumsnet when they are planning to buy a child-related product, and, judging from the number of car discussions on the site, there’s a clear need for similar advice when it comes to cars.”

Read more on Marketing Week.

Charlie Sheen bids farewell to his record-breaking Twitter account

Controversial celeb Charlie Sheen announced that he will be quitting Twitter. His account, when launched, was the quickest in the history of the social network to reach one million followers. His final tweet read “Reach for the stars everyone. Dogspeed cadre. c out”. And that was that.

Facebook acquires bookmarking service Spool

When news broke recently that Facebook was buying Spool, many were left wondering what their endgame was. But as it turns out, the bookmarking service similar to Instapaper and Pocket houses tech that could prove really valuable to Facebook in the future.

Find out why at GigaOM

Twitter unveils targeted tweets

This week Twitter introduced targeted tweets, allowing brands to send tweets to followers in targeted locations.

Learn more on Twitter’s advertising blog.

How fortune 100 brands are using social

This week, Burson-Marsteller released version four of their Global Social Media Check-Up series.

Concertgoer ejected for disparaging tweet

Lest you think your tweets go unnoticed, learn from the story of the fan who insulted the opening act at a MC Chris show, and didn’t get to stick around for the opening act as a result.

The fan turned to Reddit where news spread quickly. Here’s MC Chris’s rather emotional video response entitled “I’m sorry”. So far, 135,000 views and over 5,000 dislikes.

Read more on Mashable

The difference between influencers and advocates

What exactly is the difference between an influencer and a brand advocate? This week, Zuberance and Convince&Convert released a handy infographic to answer that question supported by data from Forrester and Nielsen. Although these groups are not exclusive, it outlines some sound general principles. Worth a look for sure.

More on the Convince&Convert blog.

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