With reference to Facebook, an online game, or any other Internet application or technology, look into how the developers and users negotiate its development: Have the people using the application found uses that the developers may not have anticipated?
Upon reading this question, my mind immediately jumped to the first-person shooters (FPS) of the 90s, Wolfenstein, Doom, Duke Nukem, and Quake. There were others as well, but these are the ones I particularly recall. Players were able to create their own levels and maps, or modify other game assets. Quake, for example, could essentially function as tools for a game designer – players could make mods and even the smallest personalisation of the game became part of the player’s engagement. This also meant that game developers needed to let go of their control over the game environment. Eventually, if memory serves, players came to see customisation of Quake as another way to show other players the superiority of their skills. Parkes-Haskell, Holden & Podlesnigg (2012) also observed:
Most of modern modding activity can trace itself back to id Software’s Wolfenstein 3D release in 1992; its codebase was particularly easy for enthusiasts to play with, so many people made new level packs that extended the life of the game. Id noticed this and built Doom with deliberate flexibility in mind by separating the code, media, and levels into modular .wad packages to make it easier for modders to distribute their changes, and would continue to encourage modders to work with the Quake series by including modding tools and eventually making their engines open-source. (para. 5)
Parkes-Haskell, L., Holden, C., & Podlesnigg, B. (2012). Make your own games by modifying the ones you have. Game Developer, 19(7), n/a. Retrieved from http://search.proquest.com/docview/1033550818?accountid=10382