Before Facebook, we had America Online, and that had vertically integrated the browser, feed readers, search, file sharing, email, async messaging, chat, social networking, and the ISP. It was so integrated with society that we used to advertise brands e.g. "Go to Keyword NBC1999" and everyone just knew that was an AOL keyword and knew how to use it.
As best as I remember, AOL failed because it only offered dial-up access for the longest time, and users jumped ship to DSL. Would something like AOL survive now?