Since its establishment in 2004, Facebook has added a number of features and applications based on the prevailing trends and user preferences. For example, in 2007, Facebook introduced a feature that allowed friends to gave gifts to friends, post free advertisements and also allowed users to develop their own applications. The trend of adding new features has continued even up to date. For example, as late as February 2014, Facebook launched an application called Paper to be used for delivering news (Phys.org, 2014). Facebook has promised to add more features and applications in order to enhance the experience of the users. Therefore, based on this trend, it is clear that Facebook will continue to attract more users in the future, and hence will remain a dominant force in the social networking market.

The projected dominance of Facebook is evidenced by how it managed to outsmart MySpace in 2008. By 2004, when Facebook was being founded, MySpace was the leading social networking site worldwide. However, as of 2008, Facebook had overtaken MySpace and had become the most popular networking site worldwide with the highest number of users. One of the key ingredients in this growth was the ability of Facebook to introduce an Open API platform in 2007 (Jung & Lee, 2011). This platform allowed for group interactions, as opposed to one-to-one communications. Facebook was thus the first site to introduce this type of application, and this had two major advantages. First, both Facebook and MySpace users could interact, and this helped capture some of the MySpace users to Facebook. Secondly, Facebook was able to increase the interactions between its users, and this further facilitated its accelerated growth and eventual outpacing of MySpace in 2008 (Jung & Lee, 2011).