It's been one of the most monumental weeks in the history of the world wide web. The digital landscape has entirely changed. The internet is now more social than ever. The way we consume our online media will never be the same. Gaming, music, news and video, we can have it all, in one place, at the same time - it's one giant conversation, and we're all invited.
At the same time, battle lines have been drawn across the web by the internet giants. Facebook, Google and Twitter, some of the original social internet pioneers, are marking their terriritory and forming alliances. Online territory has been marked and consumers are pledging their allegiance. Some are rebelling and others are fleeing.
Mobilising their armies, Facebook has promised change, a new way of thinking and a new way of living online. Bolstering its armoury, it has updated its News Feed with a live ticker and revamped the Profile Page with Timeline - a new way of telling the story of your life on a single page. It has also made new allies, big ones, important ones. It works with Spotify, Netflix, Zynga and Yahoo! to bring all of your favourite media to one place - a digital utopia.
Countering Facebook's advance, Google has adopted a mass conscription strategy for its Google+ social space. It has opened up the network to everyone on the web through its most valuable asset and giant-killer, Google Search. Admired for its smart design and secure system, Google+ brings together tribes through celebrity and gaming. Assets such as Angry Birds and Hangout make it a welcoming and refreshing environment, always willing to open the doors for Facebook deserters.
For a social network famed for creating online noise, Twitter remains quiet. A lack of inspiration from its leaders have seen the brand grow weaker, with little improvement. If there's a social arms race then Twitter is losing. Still trying to discover how to create revenue from its offer, the network relies on its unique platform and fierce advocates. Available through Facebook, the company seems happy to surrender in order to survive.
Facebook seems to be winning the war so far, its unrivalled reach, heritage and skillful leadership continue to win battles on all fronts. As the most attractive platform for brands, advertisers and developers, money will continue to come in as it attempts to become the first trillion dollar business. War aside, there's never been a better time to be online.