[bentcorner]

Maybe it'll be that the concept of social networks is here to stay forevermore, but Facebook is just a brand. Social networks are becoming a dime a dozen, so using Facebook is a brand choice.

There's a social cost to be seen doing the things that everyone else is doing (the equivalent, say, of wearing a mainstream band t-shirt), so having a presence on Facebook is just meeting the bar. To be "cool" you need to find the social networks nobody else knows about, and hang out with your friends there. Bonus points for alluding, on Facebook, to conversations you had on the not-Facebook social network.

It may be amusing to find in 10 years that using Facebook becomes a new fad again and is seen as "retro". Certainly a possibility if Facebook does not innovate itself to non-recognizability.