This article is spot on in its thesis, though not always in its arguments. Everyone is convinced -- because the people who work in marketing are happy because they can sell ads -- that social media is an important thing. It is not. Social media is people doing what they were already doing, only more often and anywhere. Flirting with girls, talking with friends, etc. Making these activities digital is not changing soc…
That is completely wrong from my experience. By the same logic the mobile phone didn't improve anything because you could already call people on land lines (and indeed, people argued exactly that). E-mail didn't improve anything, rather it was damaging, because people stopped writing letters.
Facebook has improved my life. A lot. It has enabled (not enhanced, enabled) loose but very enjoyable contact with acquaintances I hadn't seen for ten years. The light-weight way of staying in touch is perfect for keeping associated with my network in my former city after I moved. I get a steady stream of pics and status updates from my sister and her kids. People I've met travelling years ago suddenly mention they're coming through my city, and we catch up, or vice versa.
All of these COULD be facilitated using pre-Facebook technology, but pre-Facebook experiences suggests that they didn't.