The discussion surrounding Facebook’s organic reach took a strange turn late last week after one advertiser blogged its beef with the social giant. Quite simply, Web-based food delivery startup Eat24 “is upset that the posts it makes to its Page aren’t getting the same reach with Facebook users that they did in the past,” Re/Code reports. Things got really weird when a Facebook spokesman openly mocked Eat24’s concerns. 

Before last week, Stephen Colbert and his team at “The Colbert Report” were widely recognized for their masterful manipulation of new media channels like Facebook and Twitter. Then, all hell broke loose. The New Yorker looks into the social-media driven campaign to #CancelColbert, which was set off by one highly offensive tweet. “#CancelColbert started with Suey Park, a 23-old writer and activist … now a veteran of so-called ‘hashtag activism.’” 

Trying to firm up its position as consumers’ front page for news (and pretty much everything else), Facebook appears to be testing a “Save” button. “Facebook is currently testing a read-it-later Save button on feed articles in the Web News Feed that creates a section of bookmarked sites on your profile,” TechCrunch reports. Facebook has previously tested a native Save button for mobile, but nothing on a broad scale. 

Twitter is reportedly readying another ad product, which will encourage users to download specific apps. “The format, known as an app-install ad, will help the San Francisco-based microblogging company attract marketers in the e-commerce and game industries,” Bloomberg reports, citing sources. “If users click on one of the ads that appears in their Twitter feed on mobile devices, they will be directed to the advertiser’s page in a mobile-app store where they can download the program.” 

Among other changes this week, Twitter is reportedly preparing to launch a new music strategy. “The relaunch comes less than a week after Twitter pulled its struggling year-old Music app from Apple’s iTunes store,” The Wall Street Journal reports. “The company plans to shelve the idea of a stand-alone app all together, another person said, setting a new strategic course centered on music conversations and content on the Twitter service.” 

Is Twitter ditching the retweet button? Well, as The Next Web reports, “Some users are reporting that the retweet button inside their iOS app has become a ‘share’ button -- yes, the sacred retweet button!” The move, even if just a test, is in line with the microblogging giant’s broader efforts to simplify its service. For many less tech-savvy users, a share button may be more intuitive.

Instagram users have now shared more than 20 billion filtered food shots, selfies and animal close-ups since the photo-based community launched in 2010. And, according to the Facebook unit, the sharing has only just begun. In fact, Instagram says it now has 200 million monthly active users sharing about 60 million photos a day. “The photo-sharing service has added around 170 million users since its acquisition by Facebook in April 2012 … with 50m joining in the last six months,” The Guardian reports. 

Tumblr is taking a two-factor authentication approach to put security-conscious consumers at east. Among other Web services, “Twitter and Evernote added their two-factor authentication (2FA) options after hackers breached their networks and stole passwords,” ZDNet reports. “Tumblr clearly is not waiting for a similar fate in order to beef up its security.” In a blog post, Tumblr tells users: "Your account is far less likely to get compromised if you've enabled two-factor authentication.” 

On pace to double revenue to $1 billion by 2016, Vice Media is reportedly eying an IPO. Believe it or not, “The growing online, mobile and TV business could have a market value equaling Twitter’s $28.9 billion if Vice Media goes public,” Bloomberg TV reports, citing comments from Vice Media co-founder Shane Smith said. “Vice Media attracts a male viewer coveted by Web and TV advertisers.” 

Buzzfeed is partnering with Whisper -- an anonymous social network that has become a popular platform for airing some "Page Six"-worthy gossip and rumors. “The alliance, in which no money will change hands, is expected to send ripples through digital media,” The New York Times reports. Spearheading the deal is Neetzan Zimmerman, a former Gawker editor, who joined Whisper as editor in chief in January.