With Facebook finally falling out of popularity, the social marketing bubble will pop. There are countless Facebook games and apps that were only able to survive in the Facebook ecosystem and would never gain a foothold on any other platform. Small and large businesses have been opting out of paying for real websites because the Facebook(.)com/YourBusinessHere format seemed like a good idea at the time. How many times have you heard the phrase "Like us on Facebook?" It is no longer a message that people respond to. Only those who innovate and can adapt to a rapidly changing market will survive in 2013.