Facebook will struggle to make the next leap (IMHO, of course) because there's a disconnect between how users want to use it, and how Facebook wants/needs you to use it.
Outside of the sub-group of individuals who thrive on sharing every aspect of their life, most people want Facebook to be a fancy email. There's all your friends; you can talk with them and literally see what they're up to . And to be honest, the platform is great for that.
Facebook, on the other hand, needs you to be an information sharing and data providing machine, talking about brands and products, all while doing whatever they can to entice (or trick) you into putting your information in the public domain. They want to you be connected with everyone. People are learning that's a lot of work.
The problem is that the more Facebook pushes the latter, the worse the former -- the user experience -- has to get. Nobody wants to stare at ads and feel like they're being "watched" (by both Facebook and other connections) while they "engage" with friends. As the author discovered...it's odd.
Outside of the sub-group of individuals who thrive on sharing every aspect of their life, most people want Facebook to be a fancy email. There's all your friends; you can talk with them and literally see what they're up to . And to be honest, the platform is great for that.
Facebook, on the other hand, needs you to be an information sharing and data providing machine, talking about brands and products, all while doing whatever they can to entice (or trick) you into putting your information in the public domain. They want to you be connected with everyone. People are learning that's a lot of work.
The problem is that the more Facebook pushes the latter, the worse the former -- the user experience -- has to get. Nobody wants to stare at ads and feel like they're being "watched" (by both Facebook and other connections) while they "engage" with friends. As the author discovered...it's odd.