[tsurantino]

This is completely anecdotal. I could just as easily argue that the vast majority of businesses across cultures, demographics, socioeconomic factors use a variety of tools to promote themselves. In Canada, we have plazas, traditional websites, and more to get the word out. B2B, B2C, whatever you want to call it.

For the other cases you mentioned: Groups to collaborate, Events to organize - these are all completely underwhelming alternatives to other market products. The biggest tragedy of Facebook is that it has enormous scale but it can't write comprehensive products that satisfy all of that scale uniformly. You get the lowest common denominator, which is why customers go for niche alternatives.

Excel is not Facebook. Yes, Facebook is big. Excel is big in its industry. However, Excel has just enough of a balance between niche and scale. Excel is about computation and reporting. It solves a very specific need that is fortunately applicable in all types of applications. As soon as you try to go outside the bounds of what Excel can do (large data analytics, more customized reporting, interactive applications) you stop trying to rationalize Excel and start using other tools. People do the same with Facebook. More people do it with Facebook because Facebook doesn't effectively solve as many core needs.