If we characterize companies as strongly as "Apple, a consumer product company" and "Google an AI company", then Facebook is a worldwide identity tracking agency. They could pivot and be in charge of delivering birth certificates, DNA groups, ethnicity mapping, insurance-bank-police profiling... In fact I expect it to play a very major role in wars to determine targets.

you may want to read the book "The Circle" by Dave Eggers. It is about this exact concept, and is quite good (I'm actually only nearly finished with the book, so maybe the ending will suck and i won't recommend it anymore, great so far though!)