Once upon a time, September 2006 to be exact, Facebook opened its doors to everyone aged 13 plus, with a valid email address. Since this monumental day Facebook has established itself as the number one social media platform globally, maintaining a steady 30 million users in the UK.

But a decade is a long time in the world of social media. New players are nipping at Facebook's mighty heels, each keen to steal a share of our social media time. 

As Facebook fights to maintain its dominance, we examine the new kids on the block – Snapchat, Pinterest or Instagram anyone? We look at why these platforms are gaining favour, the cracks they highlight in Facebook's veneer, and how smart advertisers are, once again, evolving their communications strategies to work in this new social order.