I have been working on the platform since 2008. Do not invest heavily on facebook's platform; you will find yourself spending tons of time updating to their lat

I have been working on the platform since 2008. Do not invest heavily on facebook's platform; you will find yourself spending tons of time updating to their latest toolkits every 6 months. You will find that your virality fluctuates wildly with every experiment they do. And you can only contact 5% of your fans. The thing is, you find that after some point your virality is limited with facebook, because facebook actively stops users who legitimately want to share your stuff from doing so. With that said, apps can benefit from facebook's wide userbase and ease of use. It's a good user base for initial visibility, and for trying out new stuff until your app starts gaining traction on its own. Deep integration with the platform is something i will never do again.