Advertisers, Marketers and Social networks miss the boat when it comes to how differently people use social networks from google or ecommerce.

The primary actives within social networks (according to our research of the youth segment) is self-expression and communication –not search for products (hence advertising)

So with that said, most companies have got their formula for monetization based on a different use case.

Alas, each community is different, so this could vary depending on when and where.