If you work in PR and are interested in the latest thinking on media monitoring, PR planning, media analysis and social media measurement, these are the must read stories from the last week.

This week’s top PR and social media picks:

• Why the opinions of internet ‘trolls’ should carry “no more weight than graffiti”.
• …and why is it that we feel we can speak so freely on social networks?
• Android became the most-used smartphone OS in the UK, overtaking Apple.
• Google soft-launched Latitude Leaderboards. Does this spell the end for Foursquare?
• Is Marty McFly’s Back to the Future hoverboard finally a reality?

Can’t see the video? Click here.

• UK-based analyst firm Mobile Squared suggested Facebook could make $1.2 billion a year from mobile ads, if it were to launch them later this year.
• Not everyone is happy with the future of messaging apps however, after it was announced that Whatsapp, BBM and Facebook Messenger cost mobile phone networks $13.9 billion last year.
• Last week The Sun announced it would be launching a Sunday sister paper, imaginatively titled Sun on Sunday. The following Thursday Ruport Murdoch tweeted: “More good Sun news. We’re completely sold out for advertising!”.  
• …but who will be staffing the latest News International title? Ex News of the World hacks? Not exactly, according to the Channel 4 News ‘FactCheck’ blog.
• A kid called out LeBron James for not entering the NBA Slam Dunk Contest (and subsequently letting his Saturday night ‘go to waste’).

Can’t see the video? Click here.

• Facebook revealed its nudity and violence guidelines. Male nipples good, female nipples bad.
• Why newsrooms, not newspapers, are the asset that needs to be saved.
• Why content is still king for Marketers.
• Pinterest decided that websites should be able to opt-out of its social media pinboard service, in a bid to avoid potential copyright violations.
• New Colman’s TV ad goes viral, and it’s pretty damn funny. COOK YOU VILLAIN!

Can’t see the video? Click here.

• The two user metrics that matter for SEO.
• The Wall Street Journal’s Facebook page was the target of a ‘comment flashmob’.
• Storify launched on iPad.
• The world’s first live-tweeted open-heart surgery was a success.
• Single tweet from Charlatans frontman Tim Burgess inspires Kellogg’s to create ‘Totes Amazeballs’ cereal. Mental.

Infographic of the week: How to spot a Tumblr.

Thanks for reading yeah?