What is Facebook's true value? More than a powerful advertising or gaming platform, Facebook is poised to be the main communications platform connecting companies and customers. However, Facebook represents just one portion of the emerging social network playing field, explains IESE Prof. Sandra Sieber.
Other platforms also have huge potential, since they can offer attractive features particularly in terms of internal communications for companies. While Google+, for example, has not been highly successful in the general market, it is set to gain more traction in the future due to company-friendly features such as circles and integrated video conferencing. So it is likely that diverse social networks will continue to co-exist in the future.