FFacebook’s core competency was social graphs and networks. They really understood how and why people connect. Using this knowledge they were able to build a product where people kept pulling in friends and family keeping the social network growing. The reason I state this in the past tense is because I notice that I am not as active on Facebook anymore. As the social network has evolved over time, it has not been able to keep my level of engagement high and I notice this amongst my friends also. For example something as simple as photo sharing isn’t as easy and as much fun to do on Facebook as it is on Instagram.