UmeNow.com is positioning itself as the bold new player set to destroy Facebook’s lead in the social networking universe. It’s the first and only ad-free social communication service in the world that is totally focused on privacy.

Founded by a Latina entrepreneur mom based in South Florida, UmeNow.com officially begins its “Facebook is Trash, National Privacy Celebration” promotion. “We will kill off the Facebook data eating monster,” says Evelyn Castillo-Bach.