Personal sharing on Facebook has dropped by 21%, whilst branded content seems to be growing on the platform. The purpose shift has raised the issue that this may mean Facebook is not actually a social network anymore.

Yet Facebook is still receiving plenty of attention from us as consumers. It still has an huge insight into behavioral data. It is still flourishing, just differently.

And we are still using it. Just perhaps not in the same way. Last year on average we spent around 28% of our time online on social media accounts (Telegraph, 2015).

If Facebook is not a social network, then what is it? And more importantly does it matter? Labeling and boxing things up doesn't solve anything, but I am interested to see the impact of our changing behaviour in Facebook's future strategy.