<p>Michael Wolff.(Photo: Todd Plitt, USA TODAY)Story HighlightsFacebook's weakness: It is general in an age of specializationSpecialized social media players are where the action isWhy growing so big so quickly doesn't always work</p><p>8:33PM EST October 7. 2012 - The media business eats itself. General-interest magazines, national television networks and all-purpose portals are always succeeded by an ever-narrower special-interest approach.This has tended to happen over a reasonably long span of time, a generation or two, but in an ever-quickening world, the term du jour is the "disassembling" of Facebook, which, arguably to its detriment, has just added its billionth monthly user.</p><p>Not only is Facebook challenged by its inability to grow advertising revenue fast enough -- the primary culprit in its 50% share-price plunge -- but now it's facing a carve-up of the social experience.</p><p>This is not just by the high-fliers in its space, Twitter and Linkedin -- themselves in danger of fragmentation -- but by an ever-growing assortment of specialty players.</p><p><a href="http://www.usatoday.com/story/money/business/2012/10/07/michael-wolff-facebook/1615291/">Keep reading...</a></p>