I don't maintain friendships or even too much family updating via fb. I find, that it leaves for a broad assumption that people have either read or you have read, updates, etc. When, the reality is things get missed. I've learned it is no way to try and group my life to many. Personal emails, texts, phone calls, and in person are the only ways, I truly go, at this stage in my life.
What you've described, however, seems to transcend the whole social media thing. Cannot have fair weather friends, no matter what the medium of communication is. That sounds like the first two. Third fb friend, I wouldn't just hang up a phone, randomly, kwim?(know what I mean?) That's how that sounds.