On social this week: Build Lego with Chrome, rant about Super Bowl ads and find out how long you've wasted on Facebook

Research from CrowdTap has found that the majority of Super Bowl viewers plan to record their impressions on social media before, during and after the game.

61 per cent of those polled admitted that the ads are what they would share the most on social media and 37.6 per cent said that they would look up the adverts before the game.

Brands that advertise around the Superbowl are under growing pressure to produce the best content for their ads. Year after year, the conversation always turns to the adverts, so here’s hoping that they manage to pull it off for another year.

Facebook revenues leap in Q4

Despite everyone hamming on about how people seem to be migrating away from Facebook, the site has reported a 63 per cent surge in revenues for the fourth quarter.

This was mainly driven by a solid mobile advertising business. The three months to 31 December earned record revenues of $2.59bn and they had a 76 per cent increase in advertising on the same period last year.

Time creates most depressing social plugin

Time Magazine’s tech section has created what could possibly the most depressing social sharing tool in the history of the internet.

To celebrate Facebook’s tenth birthday, Time has created a calculator which works out how many days of your life you have wasted on Facebook.

If you want to know how much of your life you have lost to the time vortex that is Facebook, then you can do so here. If, like me, you’re saddened by what you discover, I am not being held responsible.

Google and Lego team up

Make sure you schedule is clear for this afternoon, because this is an excuse for some serious time wasting. You can now build Lego ONLINE.

Previously only available in Australia, where it was originally built as an experiment to celebrate Lego’s fiftieth birthday, Build with Chrome is now available worldwide.

Using Google+, you can login to find out what people in your circles have created. You can also explore the ‘Build Academy’, which is a selection of short tutorials and challenges featuring characters and structures from the new Lego Movie.

Facebook paper

The day after revealing their Q4 stats, Facebook has announced that it will be launching its very own reader, Paper.

This announcement comes almost exactly a year one from Mark Zuckerberg’s announcement of Graph Search.

Paper, which will be released on February 3rd (the day before Facebook’s tenth birthday), will be a standalone iOS news reader app that delivers human and algorithm curated full-screen articles and photos.

This is the first app from Facebook Creative Labs, which is an initiative that was put together to let small teams within Facebook build standalone mobile experiences as if they were nimble startups.

Having watched the video, I am looking forward to seeing what Paper has to offer, as it looks slick and clean in terms of design, which I love.