The association between romance and small, interlocking plastic bricks may not be immediately -- or indeed ever -- obvious, but that doesn't mean Lego can't bank off of Valentine's Day for a social media win. In fact, the toy brand blew more natural Valentine's categories like jewelry and candy out of the water, according to social engagement data from MediaPost's Digital Engagement Index, powered by ListenFirst.

All praise Facebook, who giveth us life -- yea, even after death. Your online persona can now live forever, thanks to a new Facebook policy that allows users to designate a "legacy contact" who will maintain their profile after they have passed from this mortal realm. As time goes on, there will inevitably be more and more memorial pages interspersed among those of the living, forming a kind of virtual cemetery interwoven with our present-day lives. Eventually the profiles might become more like historical documents, creating a sort of continuous social archive of people's connections.

It's hard to think of anything better suited to social media than spectator sports, what with all the victories to gloat over, highlights to share, rumors to mill, and stats to bandy about in endless debates. In fact, there are now a whole passel (that's a technical term) of new social networks and social media platforms devoted to professional sports, promising fans closer connections with their favorite players.

Facebook is here to help enable your hyperactive social life with a new facial recognition feature that scans your photos and automatically identifies people, offering suggestions to tag them. The new technology, called "DeepFace," was developed for Facebook by an Israeli company called face.com, acquired by the social networking giant back in 2012. According to the company, it is able to recognize a human face in a new photo by comparing it with a previously uploaded photo with 97.25% accuracy.

Police and insurers have been warning that social media can provide burglars with key information including when intended victims are out of town, with Facebook posts about holidays cited as the most frequent culprits. Now you can add Instagram to the list according to Philadelphia police, who said ill-advised posts on the photo-sharing site tipped off burglars to some high-end loot.

Gawker did a funny this week by making Coca-Cola tweet racist stuff, and it was hilarious -- but the prank actually raises a serious question, although perhaps not the one Gawker intended: should brands be held responsible for stupid troll attacks that they obviously didn't intend or expect?

Well, at least they know it: Twitter CEO Dick Costolo has admitted that at Twitter, "we suck at dealing with abuse and trolls" in an internal memo first published by The Verge, adding that he takes full responsibility and intends to step up efforts to tackle the online miscreants. Costolo doled out plenty of scathing self-criticism in the memo.

If any more proof was required of our complete subjugation by social media, this should settle it: apparently there's an online movement afoot called "Facebook Free February," which challenges people to abstain from using Facebook for an entire month. This will be the fourth Facebook Free February on record, and even if you don't participate, it can prompt people to think about just how much they actually use Facebook, not to mention other social media. The movement seems to be more popular overseas, specifically in the UK, Ireland, and Australia

It's no secret that marketers have been (very) annoyed by Facebook's repeated moves to cut the organic reach of their branded content. Another awkward fact that has received less attention in this debate could nevertheless render the whole thing moot: consumers have already learned to ignore branded content, according to new research from Havas Media and Crowd Emotion, which measured consumer responses (or lack thereof) to branded content using technology that can pick up emotional responses based on subjects' facial expressions.

The King of Beers was also the undisputed king of social media among Super Bowl advertisers, according to data from MediaPost's Digital Engagement Index, powered by social analytics outfit ListenFirst. Over the course of Super Bowl Sunday, Budweiser's official accounts garnered over 5.1 million engagements across its major social platforms, followed by Nationwide with just over 3.2 million engagements, Coca-Cola with 3.2 million, Geico with 2.1 million, and BMW with 1.9 million. Rounding out the top ten were T-Mobile, Snickers, Mercedes-Benz, Mazda, and Squarespace.