Facebook is doing great. But in the next fifteen years, if Facebook does not evolve into a real-identity social media, it will struggle. As banking, insurance and more services move social, we will need social commerce. That social commerce will be anchored on real identities. Facebook does not have that today. Anyone can create a Facebook account without the real authenticity as maintained by government.
This assertion goes beyond government efforts to track its citizens. As China modifies its laws to demand that users of social media sites use their real names before they can be on registered, with posting/commentary privileges, on websites, phone apps and digital forums, other countries will pick that and adopt the philosophy. In Africa, Cameroon may prefer that over shutting down Internet. Eritrea and Sudan may join easily, telling citizens to use their real-identities on social media.