Should highly profitable monopolies like Facebook and Google be handled differently than other companies?

Sometimes monopolies are natural and good for consumers. For example, you'd prefer to join social network that has all your friends, a dating site with lots of members, a business networking site with lots of connections, or a shopping site that sells everything. Governments typically step in to break apart monopolies when they financially harm consumers by pricing their products or services higher than otherwise would be with competition... especially when the product is a commodity. Breaking up natural monopolies can result in a worse situation for consumers - would you want to find your friends across 5 mini-Facebooks? Additionally, since Facebook and Google give their services away for "free", governments are at a loss to find a victim. However, the services are not free as consumers end up paying higher prices to buy the advertiser's products. As the cost of running these services is far less than ad revenue, the gross profits soar as shown below.