Facebook is like the McDonalds of social media. Beating it isn't hard at all, open a steakhouse next to it. The populous will still gravitate to it with their same old excuses: family is there, my old friends are there etc. It fills a gap. The key isn't trying to beat them, but to fill a gap people didn't realize they had. While you're at it, do it better. Remember the rules of adoption, nerds will be first. If it's good enough then they'll share it to their geeky educated friend. As they learn about it, it'll grow.

Just don't expect to get grandma off of Facebook.