Over the past five years, something subtle but important happened. In business speak, Facebook's primary stakeholders went from being users to being advertisers. Bluntly, Facebook transformed from a service that makes you happier into a service that makes advertisers happier -- often at your expense. While there may be an end scenario where the interests of both groups are evenly balanced, we're still a ways away. And there's always the argument that it makes no sense to complain about a free service from which you get benefit.
This speaks to a larger trend that social media as a whole is grappling with -- Twitter itself took years to figure out a business model. Everyone wants to use it, but no one wants to pay for it. Since it has to be paid for, advertisers have to step in, but advertising on social media is still too young to even be called immature.
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