Facebook's story is pretty fun to tell. Before 2006 (or somewhere around there) you couldn't sign up for Facebook without a university email address. That ended. Then the media caught on, a while later the floodgates opened, and anyone was let in at a cost to exclusivity which might have kept the social media service relevant into 2010. However, things happened as they did, because the Kings of Facebook or whatever needed a way to turn a relatively hyped, useless, hackneyed service into a dividend-paying money-printing machine. That's why your little brother, your dad, and your aunt are all Facebook Friends with you.
Anyways, people used to freely put up pictures of themselves doing drugs, copulating, as well as excreting on and variously vandalizing private property, because nobody on the service was square enough to be A) an uncool employer or B) a rat fink. Nudity was the only thing out of bounds, but nobody needed the internet for that. It was the wild west, populated by stupid university students. That phase didn't last long, but it was truly a hopeful one. It's hard to understand at this point in time because nobody does it anymore. Even Facebook's dumbest, least-University-educated users manage to post mostly PG-Employment level material. It was generally the exhibitionists and show-offs who couldn't keep their borderline activities in private memory, which is fine, because they're the same people for whom nothing is ever good enough.
Then, with the advent of a growing user base, employers took full advantage of lax privacy settings to investigate their employees and, if the optics were wrong, fire them. Facebook made some noises about privacy settings (which advertisers, PRISM et al. overrule anyway) and most people realized that, with privacy settings set properly, and a non-compromising profile picture, they wouldn't be able to get bagged. Even more people realized that, as always, nobody cares and nobody needs to know anything, and why they were on Facebook is anyone's guess. Many are still there. With employers and other nosy squares using Facebook to essentially spy on people the end had begun, and the important phase had ended.
With children, parents, nosy bosses, moralists, the uneducated, and all manner of riff-raff inhabiting Facebook, the popularity exploded and it became the thing everyone knew about (including worthless 'social media experts' on TV). It was like Twitter, briefly, but maybe even hotter. By now, nearly every Western person between the ages of 20 and 35 has a majority of friends and contacts on Facebook, with 'friends' numbering far in excess of 150. Of course, the great upsurge in popularity also meant increased scrutiny. Many people thought it was incredibly low of employers to spy on and then fire or punish employees because they were pictured drinking a beer. I agree completely. If you want to spy on an employee, check their Linked In account, because Linked In is designed for squares with no concept of the separation of life and work.
Most of the best criticism of Facebook revolved around its user base and effect on users. If you have an account, you already know. People broadcast their dimwitted political stances, their gullibility, pictures of food, and way too much information. Users also tend to only upload content that reflects positively on them and their lifestyle, making Facebook an echo chamber and also a bizarre cycle of envy and envy-prompting. Certain people, putting too much stock in their internet friendship machine, can see the smiling photographs, the tans, the significant others and the happiness of others and become incredibly lonely, sad, isolated, and even more deluded. So it can be said that the service caters first and foremost not to narcissists, but to the self-centered and potentially to the sociopath as well. In essence it can be claimed that Facebook is unhealthy, perhaps moreso than the internet.
Hell, I have not even made mention of the inherent privacy problems which provided privacy options do not solve. In essence, by ever existing on Facebook you are already compromised and every detail you edit or add thereafter goes into the vortex. The police can see everything you've ever said without your knowledge. So can any government, entity, or corporation with the stature or power to make Facebook cooperate. Not to mention anyone with a certain level of know-how can probably have that stuff you willingly shared about yourself. The craziest part is how the service has tapped into the (unconscious) human desire to share and self-promote... the disburdening is done willingly so it's not even entrapment. It's just exploitation. The old crusty man in my mind wants to say it's the fault of the user for being appallingly stupid, but the angry young man wants to blame Facebook, Inc. for just about every misery and betrayal they have wrought.
'Facebook isn't an echo chamber, and echo chamber is a nebulous term used by out-of-date critics to describe viral and meme-based behaviour', you say. I disagree, and urge you to shut up and stop being an apologist: Facebook often functions as an echo chamber devoid of consciousness or critical thought. For every stupid food picture, statement of outrage, birthday wish, and TMI infodump, there are a dozen re-shared memes, propaganda, or internet links. It's an echo chamber that shows you just what your acquaintances are wasting their time with, and invites you to also read top tens, read unsourced and biased articles, look for cute pics, and post shallow, heart-on-sleeve political and social rhetoric. Yeah, that shit's pretty awful, and in this writer's humble opinion, far worse than the self-promotion and the mindless sharing of private moments with no real purpose.
Facebook is already irrelevant: savvy people know this, hip people know this, even tweens know this. I suspect that its last year of relevance was 2010. At this point users see it as either 'Facebook!' or 'depressing friend directory', and increasingly, not even the gullible youth are excited about Facebook anymore. Some even use Twitter to engage in such discussions as #noneofmyfriendsonfacebook and to broadcast that they're getting out of the Facebook game. With the userbase growing older, lamer, and reposting more and more shitty content from the internet, and generally doing nothing important, it is no surprise that hardly anyone considers an account a meaningful or exciting thing, except for people who are promoting themselves, their business, or their art. In the end Facebook will only be useful for them, but its complete irrelevance means that there will be no further scandal because the user base is complacent and the service fulfills its duty quite well.
With a stable share of users and corporate status, it is unlikely that Facebook will disappear in less than five years. Ff a better service steals its users it may dwindle, but in Web 2.0 and beyond, computer/internet-literate users are too insignificant a group. The odds of a better service emerging are also low, since Facebook is part of the establishment and can likely take infringing parties to court and bankrupt them even with frivolous litigation. Facebook itself isn't novel enough anymore to create 'addicts' in the 2006-era sense: remaining power users are generally students, stay-at-home-parents, or retirees. With every baby picture, family portrait, and unnecessary political diatribe, the service makes itself less remarkable and more profitable... with every deleted user account, Facebook continues to hold private data in digital escrow, as if preparing for a blackmail war... with every day, as it fades into irrelevance far away from the beating heart of the internet, Facebook becomes more of a fact of the internet, here to stay and inflict social suffering on untold thousands.
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