Eventually facebook will become so user hostile the network effect will mean that so many people are leaving it'll be like Digg and Myspace all over again. Can we go back to the time when companies tried to please users instead of advertisers?
For instance businesses need to start evaluating if they really require a Facebook presence. The users that can reach you on Facebook are obnoxious, and expects 24/7 feedback. Unless you are a small niche business you're simply not able to build sufficient community around your Facebook page for it to help further your business. For medium and large companies Facebook is just a place for customers to complain and win prices.
As the company I work for has expanded and become less and less niche we seeing decreasing user engagement from our customers on Facebook, unless they can win a price. At this point marketing really should evaluate the continued need for maintaining a Facebook page, it's just becoming a third support channel, but one where peoples expectations are simply to high, in terms of response time.
Honestly, why is companies like Coca Cola or Volvo on Facebook, it make zero sense when you think about it.
There was a period about 5 years ago when every company in the world thought they needed to have Facebook, Google+, Twitter, LinkedIn and so on. It was a serious case of FOMO (Fear Of Missing Out) as opposed to a genuine business case for social media.
I suspect we're going to see small and medium companies take a view that maintaining a presence on social media is still not generating ROI. As a result they'll consolidate to fewer social media platforms and perhaps at some point none at all.
If SMEs (or SMBs as they're known in the US) take this approach, big companies will slowly follow I'm sure.
The "social network" generation is maturing enough to know better than using social networks, and the new generation considers them lame and apparently prefer more discreet methods of communication and socializing.
FB(the platform), Twitter and the rest, are slowly finding their place as news aggregators and celebrity/corp point of presence.
As for FB, the company, I just hope they keep giving us amazing tools like RocksDB and React.
The last time that happened was when the users were the customers. But users don't want to pay for anything anymore.
FB is the Great Mall of the Internet, people don't really care if it sucks because it's just a place where people are. Many don't even have a concept of websites sucking.
Sounds like you have a bad case of "back in my day"-itis.