The weekend read

We're in the end zone, people. It's Friday. Let's hold off on the cheering, though, and forget those little dances until you get through this weekend read--call it our last huddle of the week, in which you can see all the good signals I found in my Twitterstream this week. Then you can start the weekend fueled with good plays, end runs and stats:

• End run, indeed: Here's what you do when your organization becomes part of the public debate on Twitter: Make an ad buy against the keyword that's being tweeted. Like, oh, Big Bird. That's what PBS did last week after the presidential debate.
• Mobile scoreboard, times three: After last week's release of new Pew data on news consumption, 10,000 Words shared five stats that should have news organizations thinking about mobile. That goes for you, too, communicators. Data from a New York Times-sponsored survey also offer a look at where online and mobile users turn to get news, as well as breaking news. Trusted sources do well here. And YouTube's mobile views have quadrupled in 18 months, accounting now for one-quarter of all YouTube video views.
• Pinningest teams ever: Pinterest's Android app got an update, making it easier to pin things from the web, among other improvements. Ebay announced a new Pinterest-like feature that will let shoppers create a feed of images they want, a kind of "inspiration board," if you will. And university presses and libraries are promoting books on Pinterest. But of course, there's a Tumblr to guide you to those Pinterest sites.
• New jerseys for everyone: In the neat-trick department, you can now add a branded logo to the corner of all your YouTube videos with just one click. 
• Scouting report: A new survey shows Facebook holding its primacy as the "network of choice" for those of us in the U.S. workforce, but LinkedIn and Twitter are making gains. Find out more data here on how workers and jobseekers are using social sites.
• Inside the playbook: Small Demons is building a site that will "map" the inside of your books, collecting and cataloging references contained there. It plans a database cataloged by the subjects of those references; hear an audio interview for more.
• New coach in town: Neal Carruth is the new senior business editor for NPR News.
• Renamed team: The Library of Congress is migrating its website to Congress.gov, and here, its communications director blogs about the progress. Nice transparency update at the three-week mark.

Team opportunities: Active Living by Design, a Robert Wood Johnson Foundation-funded program based at UNC-Chapel Hill, is looking for a communications officer. San Jose State University is looking for an associate vice president, marketing and communication. The International AIDS Vaccine Initiative in New York City seeks a director of global communications.

Glad you stopped by here on your way to the weekend. Be careful out there...