I'd add that social media, done well, cannot and should not be monetized. There is simply no overlap between what makes a service engaging to use to the degrees

I'd add that social media, done well, cannot and should not be monetized. There is simply no overlap between what makes a service engaging to use to the degrees needed to make advertising profitable, and the priorities set forth to grow a community that is a net addition to the lives of its members. Call me starry eyed if you want, but I think while we do absolutely need a Facebook, that it shouldn't be a private business. It should be a public good, funded by the public, for the public and its interests.