AM Affiliate: New Twitter = Old Facebook?, Be Your Own PR Army Of One, + More

– Social media enthusiasts will wonder as Facebook inches ever closer to mimicking Twitter–what does it mean if Twitter starts resembling Facebook with its new facelift? [Mashable]

– Should viral marketing campaigns’ worth be measured in revenue or volume of chatter? []

– If you are unable to corral your own PR army, consider this guide to stalking major reporters to turn yourself into said army–in order to get attention for a cause or product you’re shilling. [Shoemoney]

– What can we learn about customer acquisition vs. customer retention across e-mail, Facebook, and Twitter? Mostly that Facebook is the poorest customer retention tool of the three. [MediaPost]

– Don’t underestimate the value of on-site search. [AdAge]