Source: https://www.slideshare.net/mobile/statista_com/statista-digital-economy-compass-2017
https://www.forbes.com/sites/grantfeller/2016/06/14/this-is-the-real-reason-microsoft-bought-linkedin/#76c2d1d1f04a
Mark 2017 as the year of Social Media change. As the chart shows below, a Social Media platform can't make money in the existing business models they have -- unless you are facebook with 2 billion users and 85% outside of North America.
In 2016 Microsoft purchased Linked In social media platform for $26 Billion. Linked In has about 440 million users and Microsoft may want to integrate Skype into the platform for job seekers or others to use. Microsoft may have purchase it more for the "content" on each user, where a person works, their resume, background, friends -- another data grab.
But unless you are like Steemit where content creators get paid, it just a matter of time until as they do not make money.