In the summer of 2004, the Web site Friendster identified its top competition: tier one included the likes of My Space, Orkut, Multiply, Hi5, Tribe, Linked In, and Blogger.Tier 2 featured Tickle, Ryze, Classmates, Match, Xanga, and topping the list of second class social networks, a little-known company called Facebook.My Space gave its users too much room for creativity, and eventually there was little cohesion in how each member's profile looked or felt.
And in terms of learning from the past, Facebook is aware of this danger, even if acutely.
Over the past 10 years, the social network has been both prized pig and punching bag.
In an interview with Bloomberg Businessweek, Zuckerberg reflected on the missteps people make when trying to grow a young company.
Social networkers of a certain age remember Friendster, the then-Mountain View, Calif.-based site that launched in 2002 and allowed users to fill out an online profile and connect with people they knew in real life.
The site lives on today as a Malaysia-based social gaming site, but in 2004 it ruled the social-networking world.