This is the beginning of the Big Churn. Less top talent will want to be associated with facebook. Already even a few more privacy clueless friends family members are deleting their accounts. Adverts were always so low yeild, and fb pages 'because we need one'. Now that is all changing due to perception. The FTC, stocks falling, are further indicatuons of falling trust. And all business is built on trust.
FB needs a good rival that its users will flock to, but that doesn't exist. Twitter is filled with spambots and is more oriented towards a public experience. Snapchat is geared towards the younger generation and is primarily image/video based.