Facebook is the most agile of the companies. Two years ago it was a desktop web company, now it is all mobile. With Instagram it arguably made the best tech acquisition of this tech generation - compare that to what Yahoo spent money on. So don't see Facebook as a social app, see them as a powerhouse capable of making big moves and being able to respond to trends better than any other player. Since it has a hard time accommodating new functionality under its Facebook brand, it's perfected the art of managing multiple consumer brands.