pvp - flameshock, earthshock, dunno for 3d maybe chain lightning or lightning bolt? anything for magma totem?
pve - flameshock, 2% crit flametongue, lightning bolt imo

For PVE, if you go through recount or other damage meter mods you will see that lightning bolt still accounts for significant portions of your damage, between 40-60% on most fights. So getting more spell damage, haste, crit, etc to lightning bolt will always be upping your DPS better than upping lava burst dmg imo. When you first start out at 80 putting water totem for extra mana may be a bit helpful since I would go oom a lot when first doing heroics, but at higher levels of gear its almost always going to be better just to maximize your DPS as you will rarely go oom.

I just switched from 2x heal totem to flametongue and my DPS jumped up a good 200 or so in heroics today from 1600 to 1800 or so average, currently running flame shock, flametongue, and LB and won't be changing with patch hopefully. I am going to switch from the goblin lava burst totem to the lightning bolt badge totem tomorrow as well I think based on my recount numbers today.