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Book Review Social Media Frenzy George Anders, 05.25.10, 4:00 PM ET In Aldous Huxley's futuristic classic of the 1930s, Brave New World, people constantly glide into a dreamy, cheery state caused by a drug called soma, which provides "all the advantages of Christianity and alcohol; none of their defects." It turns out we don't need soma after all. We've got Facebook. Started in a Harvard dorm just six years ago, Facebook has grown into what's probably the most appealing, addictive website on the planet. Nearly 500 million people now are counted among the ranks of Facebook's active users, including at least 100 more that are joining as you read this sentence. Many visitors linger on the site for hours each day, peeking at one another's photos, swapping playful comments and turning odd games like Farmville into global crazes. What's going on? A few years ago Facebook might have seemed like a campus fad that hardly merited a serious book. But in 2006 veteran journalist David Kirkpatrick sensed something bigger was afoot. Now he's in print with The Facebook Effect, a carefully reported book that should change the way you think about a very unusual enterprise. Because Facebook is based in Silicon Valley and has venture capital investors, it usually is treated as a business. But it doesn't act like one: it keeps growing its user base insanely fast while its moneymaking abilities remain defiantly mediocre. Most of the business press fumes about this discordance without knowing what else to say. Give Kirkpatrick credit for seeing Facebook through fresh eyes. He portrays it as "a new pathway for sharing": in essence a social cause--maybe even a novel way of life--that's all about maximizing its own influence, not its revenue. Kirkpatrick's language can seem sycophantic when he talks about "bringing the world together" or helping ideas "rush through groups." No matter; Kirkpatrick's basic premise is powerful. Facebook should be grouped in with Christianity, alcohol and soma. Its mission owes much more to Rick Warren than to Warren Buffett. By seeing Facebook as a cause, Kirkpatrick is able to march through its six-year history much more crisply than previous narrators. He opens the book by showing how excited Facebook's founders where when a Colombian activist, Oscar Morales, used the site in 2008 to stir up peaceful protests by millions of people worldwide. He astutely focuses on Facebook's creation of easy photo-sharing as a trigger for the company's greatest growth surge. And he explains why Facebook has been so eager to expand into emerging markets such as Turkey, Chile or the Philippines, even if it's hard to earn much selling ads there. Kirkpatrick also does the best job yet of making sense of Facebook's founder, 26-year-old Mark Zuckerberg. It's ironic--yet superbly fitting--that Zuckerberg's ability to create a vast online social network contrasts with his frequent stumbles at real-world friendship. In the course of the book, we see Zuckerberg parting ways with most of his founding team, churning through a series of No. 2 executives and getting tangled in lawsuits with other Harvard students over who played what role in starting the enterprise. An earlier book about Facebook, The Accidental Billionaires by Ben Mezrich, portrayed the company's formation chiefly as a story of hedonism and greed. Kirkpatrick isn't buying that, and you shouldn't either. I got to peek inside Facebook for a couple months in 2008 doing some part-time consulting, and it was clear that in spite of the free food and RipStiks, the engineering culture was about as demanding and driven as I've ever seen. In fact, Kirkpatrick portrays Zuckerberg as a prophetlike figure peering into the future, making grand pronouncements and being the only person in the room who is completely unsurprised when they all come true. Meanwhile, the middle chapters of the book are packed with vivid stories of Zuckerberg's coming of age. A high-school fencer, Zuckerberg conducted one business meeting while repeatedly poking a foil at a colleague. Later the Facebook founder accepted a dare to pitch venture capitalists in his pajamas. In another

scene Zuckerberg retreated to the bathroom during stressful business negotiations to burst into tears, unsure what to do. Is Zuckerberg a genius? A flake? A bit of both? The book explains how his many facets fit together. Facebook these days is in the midst of a public firestorm over its attitudes toward user privacy. Zuckerberg, as we learn in the book, has long believed that online sharing is wave of the future, with old-fashioned guardedness yielding to a new era of "greater transparency." Maybe. But being on display isn't always fun, as seen by employees who lose jobs after private mischief on Facebook becomes public knowledge. There's an underlying tension between confidentiality and openness that Facebook hasn't yet figured out how to resolve. Brave New World ended darkly, with an outsider's failed attack on soma-based society. Kirkpatrick isn't predicting anything quite so bleak, but his final chapter is surprisingly blunt about ways that Facebook could falter. Sheer size can unnerve the authorities; so can concentration of power. "The closer that Facebook gets to achieving its vision," Kirkpatrick writes, "the more likely it is to attract government attention." George Anders is working on a book about picking talent in America.

--------(http://www.economist.com/node/16271065)
Facebook

Village people
Jun 3rd 2010 From The Economist print edition

How to avoid trouble The Facebook Effect: The Inside Story of the Company that is Connecting the World. By David Kirkpatrick. Simon & Schuster; 372 pages; $26. To be published in Britain by Virgin in July; £11.99. Buy from Amazon.com MARSHALL MCLUHAN is very popular at Facebook, according to David Kirkpatrick¶s new book on the socialnetworking giant. That is hardly surprising. In the 1960s McLuhan argued that the rise of electronic communications would inevitably shrink the world to create what he called ³a global village´ whose members would have a heightened sense of their collective identity. Facebook, which may soon boast 500m active users in its online-networking service, seems bent on turning McLuhan¶s vision into a reality. That the social network has come so far so fast in six years is testimony to the drive of another visionary: Mark Zuckerberg, its youthful founder and chief executive. Mr Kirkpatrick provides some intriguing insights into the psyche of Mr Zuckerberg and his journey from a dorm room at Harvard University, where he created the forerunner to Facebook, to the boardroom of what is now one of the best-known technology companies in the world. His research helps explain Facebook¶s success, but it also hints at why the firm has repeatedly found itself mired in controversy. In the early days Mr Zuckerberg comes across as a mixture of programming prodigy and business neophyte (his initial business cards bear the memorable phrase ³I¶m CEO«bitch!´). But his leadership instincts are commendably sharp. By surrounding himself with experienced advisers, he manages to steer Facebook clear of hurdles that threaten to derail its growth and soon finds himself the object of fawning attention from companies and venture capitalists drooling over the firm¶s fast-growing franchise. The pressure on the fledgling entrepreneur is intense. In one scene Mr Zuckerberg retreats to the bathroom of a swank Silicon Valley restaurant and bursts into tears during a stressful negotiation over funding. But behind the tears is toughness. Facebook¶s boss turns down several Croesus-like offers to buy the company in spite of intense lobbying by fellow shareholders who think he should sell. And he pursues his vision of making the world a more open and connected place with single-minded determination. Some of the most interesting passages in ³The Facebook Effect´ describe how Mr Zuckerberg¶s missionary zeal makes him ambivalent towards initiatives that would mint money for Facebook but fail to advance its agenda of ³radical transparency´. It is this zeal²and the company¶s habit of suddenly revealing more of a user¶s information in unexpected ways² that has repeatedly got it into hot water. Here Mr Kirkpatrick puts his finger on the contradiction between Mr Zuckerberg¶s professed belief in the importance of protecting people¶s privacy and his deep-seated conviction that people are rapidly losing interest in keeping their personal data hidden. Resolving this tension will not be easy. If Facebook is too conservative, it risks being usurped by fast-growing upstarts. If it pushes its agenda of openness too hard, it could alienate users. Mr Kirkpatrick believes that Facebook¶s leaders are smart enough to come up with strategies that will keep the company growing like crazy. ³When I¶m in their offices I often feel this could be the smartest bunch of young people on the planet today,´ he gushes.

Perhaps they are, but some of the team¶s ill-considered actions have raised the hackles of privacy watchdogs and policymakers. A groundswell of protest recently took the company by surprise and forced it to roll back changes that automatically made more data publicly available. If Facebook is to prosper it needs to accept that even in an emerging global village, many people will not want to live in houses that are made entirely of glass.

Copyright © 2010 The Economist Newspaper and The Economist Group. All rights reserved.

-----------------CNET (http://news.cnet.com/the-social/?keyword=The+Facebook+Effect)

http://news.cnet.com/the-social/
June 2, 2010 12:00 PM PDT

Review: The good, the bad, the ugly of Zuckerberg
by Caroline McCarthy Let it be known that Facebook CEO Mark Zuckerberg wanted a book to be written about the company he founded. At the top of the acknowledgments for journalist David Kirkpatrick's new book about Facebook, "The Facebook Effect: The Inside Story of the Company That Is Connecting the World," Kirkpatrick makes it clear. "Had (Zuckerberg) not encouraged me to write this book and cooperated as I did so, it would likely not have happened." "The Facebook Effect," which will be available for purchase Tuesday, is the most extensive work written about the ubiquitous social-networking site and the people who lifted it from late-night college project to Silicon Valley powerhouse. It commences with a single story of Facebook's sheer brawn: the Facebookbased organization of Colombian activists against paramilitary guerillas that culminated in protests attended by hundreds of thousands. Then the book plunges into Facebook's flip-flops-and-Red-Bull days as a start-up headquartered out of a Harvard University dorm. By the end, it's setting up Facebook as, rightfully so, the most formidable rival to Web giant Google. The cover of the 300-plus-page hardcover tome is the silhouette of a face made of mirror-like, reflective paper. Pick the book up, and you'll see your own face, set against a background of the same soft blue color that Facebook uses on its own site. You can, already, judge a bit from the cover of this book: This is the Facebook that Facebook wants you to see--both the glamorous and the ugly sides of one of the most successful, fastest-growing companies in recent memory. The reporting by Kirkpatrick, a longtime Fortune magazine technology editor, is meticulous and exhaustive. The reader learns precisely what percentage of equity Facebook's biggest shareholders have, exactly which major technology and media companies have courted Facebook over the years for both investment deals and potential acquisitions, and the story behind Facebook's random inclusion of the "Wedding Crashers" quotation "I don't even know what a quail looks like" below its search box in the social network's early days. In the process, Kirkpatrick interviewed a first-rate who's who of Facebook insiders, from Mark Zuckerberg himself to executives like Sheryl Sandberg and Chris Kelly, co-founders Dustin Moskowitz and Chris Hughes, and investors Peter Thiel and Jim Breyer. It's an unprecedented level of depth and perspective into the company. And it has Facebook's seal of approval. "The Facebook Effect" can be considered, then, the counterpoint to last year's "The Accidental Billionaires," author Ben Mezrich's unauthorized, hormone-fueled panty-raid of a Facebook creation tale. With no cooperation from Facebook (in fact, outright antagonism), Mezrich penned "Billionaires" largely from the perspective of spurned co-founder Eduardo Saverin; the founders of would-be rival site ConnectU, who had a longstanding lawsuit against Zuckerberg and Facebook; and former Facebook executive Sean

. In "The Facebook Effect.. "I've not personally spoken with him. assuring that there was no pressure on him to suppress anything that spoke nastily of Facebook. This is the Digital Age's version of a globe-conquering young renegade. "I'm not sure if David had any questions for us regarding this project or if he was interested in talking to anyone here at Twitter.) This is Zuckerberg the adventitiously crowned boy-king of the social Web." Zuckerberg is painted as calculating and ethically challenged. as well as the ConnectU kerfuffle. ("It's not a story I'm very proud of. Representatives of Facebook were available for comment. two of the three co-founders of ConnectU." he implies that ConnectU was significantly different from Zuckerberg's initial conception of Facebook.bitch." co-founder Biz Stone told CNET in an e-mail. There's also no comment in "The Facebook Effect" from the founders of Twitter. say that they were never contacted for comment or an interview.. writing about Facebook's disastrous handling of its Beacon advertising program in 2007 and saying that it's a "fundamental misreading" of Zuckerberg to attribute the "poorly designed alert service" to insidious intentions on Facebook's part.. who resigned in the wake of boardroom friction and a drug-related arrest. scheduled for a release in October. Kirkpatrick asserts. at its core "The Facebook Effect" is an insight not only into Facebook itself but into the complicated process behind the growing pains of a company whose roots were as . and gave the middle finger to investment firm Sequoia Capital by showing up for a meeting in pajamas and giving a mock presentation. and that he tried extensively to get in touch with Eduardo Saverin but that Saverin's lawsuit settlement conditions forbade him from speaking to the author. prone to pensive episodes of teeming thought as well as verbal matches armed with a fencing foil. who co-founded ConnectU with the Winklevoss brothers. were drops in the bucket compared to the ways in which the company is affecting international affairs. each with their own agenda.earlier about what to expect." Kirkpatrick told CNET in an e-mail on Thursday. The differences between the treatment of Facebook's early scandals in Mezrich's book--which Facebook has openly discredited--and Kirkpatrick's are stark. and the public's interaction with the digital world. That's not to say that "The Facebook Effect" whitewashes Zuckerberg's rebellious streak.." co-founder Saverin was "in effect. Neither was Aaron Greenspan. not Kirkpatrick's take on Facebook that forms the basis for "The Social Network. a Harvard computer science student who built a social-networking project around the same time that Zuckerberg did and who later claimed ownership of the concept behind Facebook. which Facebook attempted to acquire in a $500 million stock deal that Twitter subsequently turned down and which certainly influenced a handful of Facebook product development decisions in late 2008 and early 2009 (both of which Kirkpatrick details in the book). A number of Facebook's critics and rivals. but also a crucial early player in the company's success whom Zuckerberg "continues to this day periodically to consult" on business matters. carried business cards that read "I'm CEO. "Facebook did not see my drafts nor did I request their permission for anything. And Sean Parker. But it would have been useful and added a bit of color to hear from Facebook's critics and rivals.) In "Billionaires. (Saverin is the only one whom Mezrich has explicitly confirmed that he worked with as a source. demanding to be CEO of Thefacebook without even making a full-time commitment" and that his "business skills didn't impress his colleagues. "The book was authorized but not approved. particularly if the intent of this book is to be a complete account of the company's early days." the David Fincher-helmed film starring Jesse Eisenberg and Justin Timberlake as Zuckerberg and Parker." While Kirkpatrick characterizes Zuckerberg's treatment of the ConnectU situation as "rude" and that "he certainly should have alerted (the ConnectU founders). "frat house" that his employees subsequently trashed over the course of a summer. But whatever side Kirkpatrick takes.Parker. global communications. an Alexander the Great in Adidas sandals--but still an ultimately benevolent visionary. And it's Mezrich's. both cocky and naive. whom Mezrich implies in "The Accidental Billionaires" may have been surreptitiously forced out of the company. Calif." To an extent this is commentary on Kirkpatrick's part on what really matters to Facebook's history: Interpret it as his way of saying that Twitter's alleged rivalry to Facebook. ruthlessly severing ties to people who threaten his authority. indeed appear to have been cut out entirely from the development of "The Facebook Effect. He's still. the captain of a pirate ship (a phrase that Kirkpatrick uses)." oversaw the company's operations out of a Palo Alto." Kirkpatrick said that he had a brief voicemail exchange with Divya Narendra. is acknowledged in "The Facebook Effect" to have been a lightning rod and a liability. He still hacked into Harvard servers to launch his controversial "Facemash" project in college." Zuckerberg told Kirkpatrick regarding the Sequoia incident." Cameron and Tyler Winklevoss. proudly.

share personal information and view their digital privacy.) Along the way. marketing.usatoday. It has fomented a fundamental shift in the way people communicate.. This post was updated at 12:32 p.com at Harvard University. Zuckerberg. the social-networking behemoth is a hourly presence in the lives of its 500 million members." -. Synapse received purchase offers of close . a software program that assessed users¶ listening habits and suggested other songs they may like.amateurish as they get. Six years after its humble beginnings as Thefacebook. worked with and against technology giants Google. "Facebook is founded on a radical social premise -. The Facebook Effect (Simon & Schuster.com/Books/Book-Reviews/2010/0607/TheFacebook-Effect) The Facebook Effect _Facebook may know more about you than your government does The Facebook Effect By David Kirkpatrick Simon & Schuster 320 pp. due in October. Mark Zuckerberg. business and people's identities. Facebook. today The Internet's most pervasive service. (The company and its founder.By Jon Swartz USA TODAY ONLINE ----------Christian Science Monitor: (http://www. PT on Thursday with comment from David Kirkpatrick. It's fascinating. Disclosure: Simon & Schuster.as well become a ubiquitous presence in communication. Still. how internal disputes ebb and flow. the Internet. Those are some of the gems in the illuminating new book. $26 By Jackson Holahan / June 7. 2010 Most adolescent boys spend their high school years worrying about acne and girls. he and a friend developed Synapse.that an inevitable enveloping transparency will overtake modern life. $26). how executives were hired. This is a story about how deals were made. and knocked heads with privacy advocates.m. Not Mark Zuckerberg. by former Fortune columnist David Kirkpatrick." is a division of CBS Corp. are also the subject of a major Hollywood movie. While at Phillips Exeter Academy. which also publishes CNET. Microsoft and Viacom. has a storybook feel to it. Kirkpatrick was granted unprecedented access to Zuckerberg and key Facebook staff to tell the yarn of how a 19-year-old Harvard student. publisher of "The Facebook Effect. "The reality is that nothing on Facebook is really confidential.com/communities/technologylive/post/2010/06/new -facebook-book-hits-shelves-the-internet-today/1) New Facebook book hits shelves. It's well-written and masterfully reported. one is left wondering if anything more sordid was missed.. Zuckerberg has turned down acquisition offers of as much as $15 billion." Kirkpatrick writes.csmonitor. ------------USA Today: (http://content. The Social Network. slavishly focused on growth over profits with an unrelenting desire to make Facebook a dominant Internet company -.

Facebook has made it very easy to stay in touch with friends. Facebook has the means to host ads for very specific targeting demographics. favorite movies. senior technology editor at Fortune magazine. the then 19-year-old had launched Facebook. replaced Rolodexes. it¶s not at all far fetched to imagine that it will all come true. co-workers. 372 pages. editor in chief of Thomson Reuters. He views Facebook as a vessel for good and provides this vision to his employees in order to maximize consumer utility.com. significant obstacles remain.Y. his sophomore year. and so on ± also remains a very real possibility. The Dobbs Ferry. paints Zuckerberg as both a genius and a visionary. ± Facebook is the advertising industry¶s holy grail. Zuckerberg genuinely aims to create the most applicable and practical Web tool in the world. N. It tells me news I¶m interested in. solicitation of private information.html) June 7. I don¶t think I¶m ever going to have an idea this good again. Google founders Sergey Brin and Larry Page. For many people Facebook has. ³I don¶t really need the money. With more than 500 million users volunteering various degrees of very personal information ± their age. These same firms also lobbied Zuckerberg to forgo college and immediately come to work for them. As an Internet platform. said. By the spring of 2004. David Schlesinger. Zuckerberg¶s repeated testimonials deferring to the needs of the user should not be overblown. hometown.. hobbies. Zuckerberg declined all offers to skip college and to sell Synapse and instead enrolled at Harvard. The genius of Facebook is that Zuckerberg has repeatedly shunned profit and increasingly larger buyout offers in favor of designing a service that delivers more utility to its users. captures this moment and the subsequent ascension of Facebook in The Facebook Effect: The Inside Story of the Company That is Connecting the World. ³Why don¶t you sell the company?´ he has said. . and cultures. The site has generated a remarkable mass appeal that spans countries. and long-lost acquaintances. etc. When asked. Kirkpatrick is an experienced and perceptive observer of technological entrepreneurship. native did not seem to be motivated by money. however. One of Facebook¶s greatest challenges in the years ahead will be to continue growth and appropriately monetize its efforts without compromising the personal information of its users. ³I think the Facebook News Feed is real news. ---------------NY Times (http://www.´ Despite Zuckerberg¶s stated desire to ensure that Facebook remains a service-first. Given the way things have gone for him in the past six years. and even e-mail. 2010 Company on the Verge of a Social Breakthrough By MICHIKO KAKUTANI THE FACEBOOK EFFECT The Inside Story of the Company That Is Connecting the World By David Kirkpatrick Illustrated. Simon & Schuster. Kirkpatrick even opines that Facebook may soon house more data about citizens than do their own governments. family. $26. Although users freely offer their personal information on the site. as Kirkpatrick correctly notes. occupation. In sharp prose he deftly explains the social capital that Facebook provides its users. Zuckerberg is somewhat of a philosopher-software king. The fiercely competitive Zuckerberg may well hope to become more relevant.´ Kirkpatrick¶s unmitigated access to the technology industry¶s corporate titans.nytimes.to $1 million from Microsoft and other tech companies. Facebook¶s highest-ranking executives among them. and even wealthier than his Palo Alto rivals. gender. He harbored grander ambitions. more powerful. perceived breaches of confidentiality have aroused considerable uproar. David Kirkpatrick. And anyway. Jackson Holahan is a freelance writer in Columbus. generations. The specter of government intervention ± antitrust. cellphones. profit-second enterprise. Ga. Its user base of over half a billion ± increasing at a rate of approximately 25 million a month ± indicates that the Facebook team has achieved high levels of practical utility.com/2010/06/08/books/08book.

Mr. frequently prescient visionary. who has evolved over the years from an impulsive college student fond of baggy jeans. has long been to ³automatically set users¶ preferences to maximum exposure and then put the onus´ on them to dial back access. was hobbled by the slowness of dial-up modems. for example. speaking around the world to promote his company¶s global ambitions. Kirkpatrick also contends that Facebook¶s ³ultimate success owes a lot to the fact that it began at college. was built around a few simple ideas: that ³people want to share and stay connected with their friends and the people around them´.´ Never mind all the people who doubt whether a more connected world necessarily translates into a better. that if people have ³control over what they share. the world will become more open and connected. Kirkpatrick suggests that it may also ³be the fastest-growing company of any type in history. Zuckerberg to write this book and was granted extensive access to him and his associates. The portrait of Mr. enabling data mining and highly directed advertising. now 26. he said. an early social networking site called sixdegrees. though Mr. And a world that¶s more open and connected is a better world. He gives the reader a detailed understanding of how the company grew from a 2004 Harvard dorm-room project into the world¶s second-most-visited site after Google. arguing that the company triumphed through a combination of luck. and gave third parties more access to user data) by promising to roll out new. young people today have a harder time cheating on their boyfriends or girlfriends. Zuckerberg included. sometimes naïve. rubber sandals (even in winter) and T-shirts. touching upon its use by Obama supporters in the 2008 campaign and its use in Colombia to organize protests against the hostage-taking FARC guerillas.7 billion people on the global Internet now use Facebook regularly. spends almost an hour there each day. but Mr. that because of Facebook. that emerges from this volume is that of a brilliant.com. a chief executive with an almost missionary zeal when it comes to getting people to share information. he says. But while Mr. but it¶s also been part of the company¶s almost utopian credo. more trusting world. Their cooperation has resulted in a mostly sympathetic ² at times.3 percent of the American population. While the company responded to the public uproar over recent changes to its privacy policy (which made some profile details available to the public at large.´ where ³people¶s social networks are densest and where they generally socialize more vigorously than at any other time in their lives. Kirkpatrick ² who for many years was the senior editor for Internet and technology at Fortune magazine ² was encouraged by Mr. Facebook. The number of users is growing at the remarkable rate of 5 percent a month . Mark Zuckerberg. Kirkpatrick has some interesting observations on Facebook¶s evolution and future as it grapples with competitors like Twitter.´ ³believe more visibility makes us better people. There are plenty of Facebook users who simply question its commitment to letting them easily control their own information. Not only has the promotion of user sharing fueled the company¶s business.´ He reports that over 20 percent of the 1.Responding to growing user concerns about privacy and growing scrutiny from American and European regulators of privacy practices. They also say that more transparency should make for a more tolerant society in which people eventually accept that everybody sometimes does bad or embarrassing things. Kirkpatrick provides a succinct history of the rise of social networking. . timing and its creator¶s determination that the service work smoothly on a technical level: after all. they will want to share more´. and another precursor called Friendster was plagued by debilitating outages and slowdowns .com. its default position. His meditations about Facebook¶s impact on advertising and the broader media landscape are similarly glancing and predictable. Zuckerberg. including 35. and the average user.´ David Kirkpatrick writes in ³The Facebook Effect. In the course of recounting Facebook¶s story. gushingly laudatory ² account of the company. as Time magazine recently noted. Some claim. He¶s the wunderkind who has repeatedly resisted the temptation to sell his company for vast amounts of money in order to retain control. which began in 1997. astonishingly enough. last month tried to explain his company¶s core principles in an op-ed piece in The Washington Post. and that ³if people share more. the founder and chief executive of Facebook. Mr. into a Silicon Valley executive (even known to don a dress shirt and tie). simplified privacy settings. ³Members of Facebook¶s radical transparency camp. Kirkpatrick does not shy away from dissecting its missteps and successive disputes over privacy.´ Mr. his examination of the company¶s social and political impact (helping people to self-organize) is pretty familiar.´ and that its genesis at Harvard also lent it an elitist aura that made it a status magnet for early users. Facebook is not only the world¶s largest social network.

´ In a worst-case. even after its move to Palo Alto. Kirkpatrick still does an animated job of evoking the collegiate atmosphere that reigned at the company. Facebook has had a huge impact on people and institutions around the world. $26). "The Facebook Effect" opens not with Zuckerberg but with the tale of Oscar Morales. fundamentally changing how we communicate. According to Kirkpatrick. minimalist look.´ as the company ³will always be able to see our data. The Facebook activity quickly inspired massive. real-life protests against the leftist rebels the U. impact . taking readers on a mostly swift tour of the company that started as "TheFacebook" in founder Mark Zuckerberg's Harvard dorm room back in 2004 and has since mushroomed into a global company connecting a community that now approaches 500 million users.´ no matter what protections it might ³offer our data from the potential depredations of others. a civil engineer from Barranquilla. Kirkpatrick ominously adds.detnews. Facebook itself could become a giant surveillance system. ³possibly in some future when Zuckerberg has lost control of his creation. These programs got some attention ² and criticism ² at Harvard. Mr. the Red Bull-fueled work sessions and the beer-fueled parties. and somewhat complicated. So far. he reminds the reader of the smart and fortunate design choices ² like the site¶s clean. and Facemash. by stitching together the different "facebooks" that houses at Harvard printed with photos of their students. a way to let students choose classes according to who was already signed up for them. it was expanded beyond universities and high schools to the general population. In 2006. Though the story may sound a bit dramatic to the average Facebook user.´ ---------------------AP (Syndicated in the Detroit News: http://www. Chris Hughes and Eduardo Saverin feverishly rolled it out at other schools. 372 pages. Harvard had said it would build something like that itself. and then Zuckerberg and sometimes-forgotten co-founders Dustin Moskovitz. The winner would then be compared to increasingly more attractive people. the story is fascinating. by David Kirkpatrick: Many of us use Facebook nearly every day ² some of us multiple times a day ² without giving much thought to how the world's most popular social network came to be. Mr. Zuckerberg has pursued ³growth over money.: the all-nighters.Much of Facebook¶s history ² from a lawsuit brought by three Harvard students who claimed that the original idea for the site belonged to them.com/article/20100607/BIZ04/6070405/1013/biz04) By RACHEL METZ (AP) ± 4 hours ago "The Facebook Effect: The Inside Story of the Company That Is Connecting the World" (Simon & Schuster. Colombia. As it turns out. Kirkpatrick backtracks to Zuckerberg. and the momentous 2005 decision to add photo hosting to the site ² that drove the company¶s astonishing growth around the world to the point where it is now closing in on 500 million users. to attempts by Viacom and Yahoo to acquire the company for hundreds of millions of dollars ² is well known by now. State Department calls a terrorist group. the dorm-like lifestyle. At the same time. Mr. journalist David Kirkpatrick is an able guide. who in 2008 formed a Facebook group protesting the Revolutionary Armed Forces of Colombia. From there.´ but asks what guarantee Facebook users could get that the chief executive¶s ³good intentions will last indefinitely. Zuckerberg did it himself. circa September 2003. But Mr. it helps Kirkpatrick make an important point even before delving into the main narrative: In just a few years." as Kirkpatrick puts it ² in the hallway of his four-student suite. As Kirkpatrick recounts. Calif. But since the school hadn't gotten around to it. the website quickly spread throughout Harvard's student body. At the time.S. Kirkpatrick says. but it was in early 2004 that Zuckerberg really lit a fire by launching TheFacebook. when the then-sophomore installed an 8-foot whiteboard ² "the geek's consummate brainstorming tool. which let people compare two people and decide who was more attractive. 'The Facebook Effect' shows site's origins. Fortunately. Zuckerberg was experimenting with several online projects: Course Match. Frankensteinian scenario.

more than getting ever richer. . and the immense number of interview subjects can be overwhelming and confusing at times ² but his reporting skills are impressive. Zuckerberg's prep school²soon morphs into a more generally shareable site for Harvard students.. 26. detailing Facebook users' often outraged reactions to changes on the site. as well as a lawsuit (settled in 2008) in which three former classmates accused Zuckerberg of hijacking the idea for Facebook from another social site he was helping them build.Kirkpatrick's telling of the early days of Facebook is exciting. The story begins as Mr. Kirkpatrick." Through Kirkpatrick's eyes. Then Mr. with nearly 500 million users posting photos. though. both the face of Facebook and of "The Facebook Effect. are earnestly trying to be as transparent as the social network they've built. Within a week he has developed a software program that lets students see who has signed up for which class. it's a surprise that Mr. Zuckerberg's missteps in addition to his genius. Despite the company's heavy involvement. he wants to lead the world to become more connected through the sharing of personal information. Then it grows to include all Ivy Leaguers. helping us be more open but also presenting questions about how much we really want to share. Copyright © 2010 The Associated Press. a longtime reporter for Fortune magazine. isn't always the most spellbinding storyteller ² "The Facebook Effect" loses steam in the last 100 pages. Mr. Zuckerberg. 2010 Status Update: Megasuccessful From behind the corporate privacy walls. packed with details like an early offer for the site ($10 million from an unknown financier four months after its launch) and a cringe-inducing description of the broken glass in the pool and zip line above it at the first house Zuckerberg rented in Palo Alto. You get the impression that all. and billionaire Li Ka-shing. is. It's a social-network way of looking at the Ivy League: What matters most is not a class's curriculum and syllabus but the links to everybody else in the room. All rights reserved. David Kirkpatrick's "The Facebook Effect" chronicles Mr. he comes across as sympathetic. Zuckerberg encouraged his employees to join him in peppering the company's officially sanctioned history with the sort of anecdotes that most CEOs would rather not share. The kid mounts an 8foot whiteboard on a wall for charting his complicated ideas. Calif.com/article/SB20001424052748704002104575291330385856628. though: It wants to show over and over again how the social network is rapidly changing the world. Journal: (http://online. at age 26. Zuckerberg pushes a philosophy of beneficial social information-sharing as fervently as Bill Gates once preached the power of the PC. In interviews and on his blog. in the summer of 2004.wsj. Zuckerberg moves on to something bigger: a girl-rating program that lonely guys (like him) can share and revise. incredibly smart and committed both to getting users to share their lives openly on Facebook and protecting their privacy ² a contrast from the Zuckerberg that has been portrayed recently in the media as being more cavalier about privacy. Still. including Zuckerberg and Moskovitz.html) y y BOOKSHELF JUNE 8. personal profiles and messages for their virtual (and sometimes real-life!) friends. and the boundaries quickly expand from there until Facebook²officially launched just six years ago²girds the planet. of course. claims that he hasn't sold his privately held company²valuations fluctuate in the $10 billion to $20 billion neighborhood²because. Kirkpatrick's subjects open up about everything from Zuckerberg's personality quirks to Facebook's dealings with investors including Microsoft Corp. "Thefacebook"²named for the student and faculty guide at Mr. "The Facebook Effect" is about much more than Zuckerberg's and Facebook's growing pains. including Zuckerberg. By PAUL BOUTIN Facebook founder and chief executive Mark Zuckerberg. Kirkpatrick doesn't shy away from conflict. ------------------------Wall St. Zuckerberg arrives at Harvard as an undergraduate in 2003. tales of hits and errors. The book is packed with interviews from all the key players.

Zuckerberg's promising venture. Kirkpatrick with his time and honest about his mistakes. As the bids climb well past $1 billion in 2006. Zuckerberg's most controversial decision. who did not cooperate with Ben Mezrich for last year's unflattering "The Accidental Billionaires. "Mark doesn't believe that social and professional lives are distinct. Gates. and then cut off. The best chapter in "The Facebook Effect" recounts Mr. Zuckerberg can't imagine a life of leisure. -------------------------FT: (http://www. and as pressure increases from Facebook investors clamoring for a fast. More recently the company has created at least a major public-relations headache for itself with what has been decried by many change-sensitive Facebook users as a cavalier attitude toward their privacy settings. Kirkpatrick interviewed more than 100 people. yet he presents Mr. Mr. Mr. Parker and Mr. investors who were interested in Mr. Zuckerberg. A former Fortune magazine technology writer. Microsoft.html) Timely airing of Facebook¶s private story By David Gelles Published: June 9 2010 23:47 | Last updated: June 9 2010 23:47 The Facebook Effect The Insider Story of the Company that is Connecting the World . he explains at the time. Kirkpatrick's narrative. Gates.In Mr. Facebook users who think that they are addicted to the site don't have anything on Mark Zuckerberg. Zuckerberg²who controls three of the five board seats and thus can't be overruled²reluctantly comes to a realization: "I don't want to sell the company. Zuckerberg's head and understand that he could almost taste Facebook's potential to be the next Google. Messrs. Like Mr. The pair rolled up Sand Hill Road extremely late to the meeting. MTV and other companies visits the Facebook offices. he is hard to work with. "That's a classic college student view. formerly known as one-half of Napster. News Corp. Employees eager to cash in their stock feel cheated. Like Mr. the company's ascendancy is a chance to step up as a leader. Kirkpatrick doesn't coddle his subject. well-dressed executives from Yahoo.ft. (The company takes pity and arranges a pre-IPO sale for some employee shares. he is smarter and harder-working than most of his Harvard classmates." seems to have been generous to Mr. Gates. He doesn't want to join the tech sector's self-made. Zuckerberg comes across as a Gatesian underage overachiever. Wired and the New York Times. AOL chief executive Tim Armstrong and 39 Facebook employees. who putter around with promising startups and prattle at boring conferences in scenic vacation spots. Zuckerberg aligned with. The callers' goal: Buy Facebook. rich exit.. certain that the ads would chase away members. semiretired gazilllionaires. dressed in T-shirts and pajama bottoms. Yet some anecdotes make you wonder how Mr. Zuckerberg still has a job. scheduled an 8 a. He is scornful of employees² usually older ones²who try to separate their work and play identities online. because "we have so much more opportunity to change the world than this. The author lets you get inside Mr. The geezers who championed it were right on that one. Like Mr. including Mr.000 users to a hundred million. He spurned the offers. Mr." says friend and LinkedIn founder Reid Hoffman. Most Facebook followers already know that Mr. Yet for Mr." Mr.com/cms/s/0/1991c8dc-7400-11df-87f5-00144feabdc0." Mr.m. Zuckerberg. Mr. a parade of graying. Zuckerberg initially resisted creating a profitable advertising system atop Facebook. Zuckerberg is hardly a full-time genius." Investors are enraged. meeting at Silicon Valley power-player Sequoia Capital. Zuckerberg and Parker then presented some of Silicon Valley's most powerful venture capitalists with a slide show of sophomoric jokes that ridiculed Sequoia for trying to horn in on their company. There is the day in 2004 when Zuck and business partner Sean Parker. were bent on revenge. he becomes obsessed with a new way for everyone to use the computer. Zuckerberg. As Facebook relocates to Silicon Valley and grows from 100. Install senior management. feeling that Sequoia had undermined Mr. Mr. Mr. but he didn't think he had a team he could trust to make it happen. Boutin writes about Internet business and culture for VentureBeat.) Corporate suitors are insulted by this punk who dares to turn down their billion-dollar offers. Gates. Zuckerberg says in the book. "It's not a story I'm very proud of. Mr. Parker at another recent startup. Kirkpatrick also makes it clear that Mr." Mr. several early collaborators. Zuckerberg's point of view much more comprehensibly than we have seen it before. It was a set-up by the two young entrepreneurs: Mr.

But for the most part. A transcript of instant messages recent-ly surfaced that allegedly show Zuckerberg describing users in critical terms for entrusting Facebook with their data. Zuckerberg and his cohort purposely sabotage a meeting with the partners at Sequoia Capital. who founded the site as a Harvard student in 2004. For that reason alone. $26/Virgin Books. its early days. some immature missteps are perhaps inevitable. a Fortune magazine reporter . Mark Zuckerberg. What emerges is a picture of adolescence. Zuckerberg has proved deft at navigating the often treacherous world of venture capitalists and eager buyers. he has also been accused by Facebook co-founder Eduardo Saverin of unfairly pushing him out. which promises ³the inside story´ could not be better timed.99 For a company bent on ³making the world more open and connected´. one of Silicon Valley¶s pre-eminent venture capital firms. the publication of this book. the persistently sketchy understanding of Facebook¶s DNA has compounded its woes. Both the company and its founder had enormous expectations and responsibilities foisted upon them at an early age. and Zuckerberg himself.By David Kirkpatrick Simon & Schuster. In a company run by 20-somethings. Who is this young man in control of so much of the world¶s personal data? And as the company comes under fire from critics over privacy issues. David Kirkpatrick. new unflattering details about the company¶s early days continue to trickle out. In one. Even now. rather than arrogance or conniving. reached a settlement with two former classmates who had accused him of stealing their idea. as revenge for a friend¶s bad experience with the investors. and pitched them a side project. presents the first authoritative account of Facebook¶s founding. a good bit of mystery shrouds the early days of Facebook. Many questions remain about Zuckerberg himself. £11. and Kirkpatrick captures the heady early days with detailed reporting and entertaining anecdotes. Zuckerberg showed up late for the meeting wearing pyjamas. and both have endured very public scrutiny of their growing pains. Both Yahoo and .

and warns that making more personal information public ³could make Facebook feel more like a place for marketing and less like a place for friendship´. he has done as much. From the outset. Mezrich¶s book is nonetheless the basis for a film. make the book a whitewash. Kirkpatrick was among the first mainstream journalists to follow the Facebook story closely. ³We¶re going to change the world. ³I think we can make the world a more open place.´ --------------------Business Week: (http://www. His access and obvious affection for Facebook does not. But he does not dismiss concerns that Facebook may overplay its hand. ³The company is increasingly embedded in the fabric of modern life and culture. is a sensationalised retelling of Facebook¶s early days. Political campaigns now rely on Facebook.´ In the past six years. Zuckerberg has been motivated by his zeal to make Facebook a transformative company. He won Zuckerberg¶s trust early on. often making changes that leave users uncomfortable with how their personal data are used. Kirkpatrick reveals. Kirkpatrick skirts round these issues at a time when they warrant a much fuller treatment. Plenty of un-seem-ly details are revealed.html) .businessweek. Dismissed by Facebook. Small businesses and large corporations alike advertise on the site and use it to communicate with customers. By contrast. The Facebook Effect is a well-reported account of the first six years of one of the most important companies on earth. due for release this year. but he refused. As Kirkpatrick writes. however. The Social Network. But Facebook also continues to challenge. however.Microsoft wanted to buy Facebook for enormous sums of money. There is another one for that: The Accidental Billionaires by Ben Mezrich. Facebook¶s social impact continues to broaden.´ Zuckerberg says.com/news/2010-06-09/facebook-founder-hasnothing-to-hide-except-privacy-blind-spot. and was even encouraged to write the book. the book is not about simple gossip. and Kirkpatrick holds Zuckerberg accountable for his early gaffes. For all the anecdotes.

the Facebook founder and chief executive officer hasn¶t been involved in enough things that he¶d rather keep to himself.the concept of ³privacy´ seems as quaint as a rotary-dial telephone. or in the pages of David Kirkpatrick¶s engrossing new book. had access to Zuckerberg. at age 26. to see Zuckerberg in action -. and rings far truer. Unlike Mezrich.´ published in 2009. Kirkpatrick. Or perhaps it¶s that to members of his age cohort -. and not on the corporations seeking to make use of such information. 12:02 AM EDT MORE FROM BUSINESSWEEK Review by Rich Jaroslovsky June 9 (Bloomberg) -.. but it just isn¶t relevant in an always-on. a former Fortune magazine journalist.and calling it the Facebook Generation isn¶t too much of a stretch . than the elusive figure in the hooded sweatshirt who dominated Ben Mezrich¶s ³The Accidental Billionaires. 2010. ³The Facebook Effect´ -.Bloomberg Facebook Founder Has Nothing to Hide Except Privacy Blind Spot June 09.is to see a man who seems to believe that the burden rests on the individual to take steps to keep personal information private. Whatever it is. he surely can¶t enjoy being at the center of all those constantly recycled stories about the messy origins of his multibillion-dollar empire. though the company had no say over the manuscript. Scrupulously Fair The author offers a detailed and scrupulously fair history of Thefacebook. Then again.Just what is it with Mark Zuckerberg and privacy? Maybe it¶s that. always-connected world.whether in his sweaty on-stage performance at last week¶s D: All Things Digital conference in California. Kirkpatrick¶s portrayal of the young Harvard University dropout is far more sympathetic. as it was . They understand the idea.

Even the release of updated privacy-control features becomes. for many users. and how he moved to Palo Alto. it is done in a way that makes member information more accessible. in the end. If there¶s an outcry. The Mark Zuckerberg of ³The Facebook Effect´ genuinely believes in the power of transparency to make the world a better place. Those capitalists were quick to grasp the dazzling marketing possibilities of a site acting as the repository for so much personal data. the company may scale back. but it never seems to learn the lesson for the next time. sobbing because accepting the deal would mean backing out of a commitment he had made to Washington Post Co. not Graham¶s. three other Harvard students working on their own social site. Zuckerberg excused himself from a dinner hosted by Accel Partners¶ Jim Breyer to discuss a lucrative investment in the company. a pattern emerges in ³The Facebook Effect´: Almost every time a major new feature is rolled out. how he signed up to help. later spawning heated and costly litigation. Whose Money? It speaks volumes about Zuckerberg that. he called Graham directly to discuss the dilemma created by the venture-capital offer. Donald Graham. rather than less. split with his business partner and was ushered into the world of big-time finance as practiced by Silicon Valley¶s venturecapital community. A friend found him on the floor of the men¶s room. he took Accel¶s money. partnered with a wealthy classmate to launch his collegebased social network. In one of the book¶s most compelling scenes. It also says something that.religious conviction about the importance of helping people protect their most sensitive personal data. and its chairman. at age 20.then known: how Zuckerberg. He also. and then let down. already notorious on the Harvard campus for a sexually tinged website. insists author Kirkpatrick. an exercise in privacy damage control when the new defaults make more information public. holds ³a near.´ . As Facebook explodes into a phenomenon rivaling Google for the title of most-visited website.

and how we¶ll let it be used.cgi?f=/c/a/2010/06/11/RVU41DNKF8. Special to The Chronicle Friday. ----------San Francisco Chronicle: (http://sfgate.com/cgi-bin/article. .But he combines a firm belief in his own good intentions with a blind spot toward the sensibilities of a user base that is no longer dominated by college students and by now encompasses a sizable chunk of the global population. Jeffrey Burke. $26). 372 pages. To buy this book in North America. Pascal Zachary.' by David Kirkpatrick G. And that should be a giant concern to those of us who want the power to decide for ourselves what information we want to share.hatched by Harvard students and enormously popular since moving beyond elite colleges a mere six years ago is one of the most controversial companies in the world. 2010 the facebook effect the inside story of the company that is connecting the world by david kirkpatrick (simon & schuster. ³The Facebook Effect: The Inside Story of the Company That Is Connecting the World´ is published by Simon & Schuster (372 pages. click here. Facebook . --Editors: Laurie Muchnick. $26) David Kirkpatrick sets a difficult task for himself in writing a definitive account of one of the great technology stories of all time.DTL) 'The Facebook Effect. June 11.

In these pages. only to reject deals at the last moment. Zuckerberg so often shops Facebook for sale to big-name media tycoons. software complexity is sacrificed for business simplicity. so much so that his book might be better titled. even humiliating. especially because. is most interested in financial issues ." he never explains what makes it so. Zuckerberg apparently wrote spectacular code. an irascible rebel prone to sophomoric pranks. comes across as a reclusive know-it-all. The parallels .In "The Facebook Effect. a 26-year-old East Coast transplant named Mark Zuckerberg. in the early going at Facebook. Yet Kirkpatrick finds these failed deals irresistible copy. but Kirkpatrick doesn't demystify the mechanics of how Facebook created "a fundamentally new form of communication. Kirkpatrick profusely thanks Zuckerberg for his cooperation. that his manner seems insulting. but his is not an authorized account.and especially how rich Zuckerberg will become if ever he does pull the trigger and sell the company for cash." Typical is Kirkpatrick's treatment of Facebook's astonishing translation tool." the company's chief executive and guiding intelligence. Kirkpatrick rarely provides any explanations of how Facebook has achieved its vaunted "effect" technologically. The absence of any such technical explanations is a shame. While Kirkpatrick calls the translation tool "among the company's greatest product innovations. the system operates in at least 70 languages. a superb technology journalist who worked for Fortune magazine for two decades. "How Many Times Can One Man Offer to Sell His Company for Billions of Dollars and Then Renege?" Kirkpatrick.

The story of how Zuckerberg hatched Facebook from his Harvard dorm room .and managed to overcome largely spurious complaints over code theft by jealous Harvard undergrads . Throughout this fast-paced book. is no business whiz.another Harvard dropout who wrote code . Zuckerberg chases users. he doesn't talk much to his colleagues and he cycles through senior managers about as quickly as Raiders owner Al Davis sours on coaches. he seems ambivalent about capitalism and surprisingly sophomoric about business.and is as close as anything to the real secret of his success. it turns out. the one constant amid a bewildering array of supporting but ultimately disposable characters. Zuckerberg has yet to figure out . Zuckerberg holds center stage.are obvious and yet unexplored. Kirkpatrick struggles to maintain his tale. his desire to expand his social network seems insatiable . Zuckerberg. Having spawned one of the biggest social movements in the world.makes for gripping reading. But once Zuckerberg drops out and relocates to Palo Alto. built around an Internet-based software system.between him and Microsoft's Bill Gates . "We'll figure that out later" is Zuckerberg's standard answer to hyperventilating financiers who insist that Facebook sits atop untapped riches. There is plenty of business drama in "The Facebook Effect." because although Zuckerberg may be famous for igniting firestorms over the privacy of Facebook users. Rather than chasing revenues.

The company seems balanced between finding business wealth from its service and imploding. The far-flung and polyglot nature of Facebook users makes marketing to them difficult and not especially attractive. the core attraction remains social. abandoned by frustrated fans who shift their allegiances to other idle pursuits . Kirkpatrick views Facebook as a singular pursuit of the Big Score.indeed any profit . brilliant and wildly ambitious. Zuckerberg. Yet earning large profit . no longer a neophyte. Don't bet against him finding a way to achieve both a stable business and a distinctive social good . a way of passing the time.from Facebook has proved difficult for two reasons. Though new features on Facebook are starting to offer more productivity options.or are concerned about protecting their user information. Facebook seems like entertainment. the Facebook story is unfinished. Befitting a writer whose journalism appeared in a magazine devoted to the rich and super-successful.an . To be sure. Google improves productivity. is clearly shrewd. fans of Facebook span the globe. 70 percent of the 500 million people who use it at least once a month live outside the United States.how to balance the tensions between promoting human community and earning significant profit. Then there is the more profound problem that experiencing Facebook is more like watching a movie than doing a Google search. helps a person get stuff done faster. First.

G. 2010 In 2004. Pascal Zachary.com/entertainment_impact_arts/print. June 13. This fascinating book ² with access to all the players ² traces Facebook¶s rise from its college origins. Four months after its launch.com/cgi-bin/article. Thefacebook had 10. refused. Hmmm.S. Harvard. Now a 1. Zuckerberg turned down an offer of $10 million for his online directory. Recruiting friends. worried about the legal issues of disseminating student information. Kirkpatrick says Facebook¶s next frontier is global expansion.DTL This article appeared on page SN .1 of the San Francisco Chronicle ------------------Newark Star-Ledger http://blog.´ The Facebook Effect . http://sfgate. So Zuckerberg designed Thefacebook. and soon it exploded onto campuses across the U. he expanded the program to other Ivy League schools.achievement that will surely spawn more books about him.200-employee operation with annual revenues of more than $500 million. student Mark Zuckerberg sought Harvard¶s permission to put the student directory online. Zuckerberg says if you want something to remain private.000 members. mused Zuckerberg in his dorm room.nj. to how the news feed came about.html Home>Arts>Books 'The Facebook Effect' book review: The face behind Facebook Published: Sunday. where students could post their own information and photos. a former writer for the Wall Street Journal.html?entry=/2010/06/th e_facebook_effect_book_revie. One month later. including Harvard alumni. ³keep it in your head. to raising capital.cgi?f=/c/a/2010/06/11/RVU41DNKF8. is the author of "The Diversity Advantage: Multicultural Identity in the New World Economy." E-mail him at books@sfchronicle.com. As for the current debate over privacy.

As he learns a bit more about adult life's very real complexities.David Kirkpatrick Simon & Schuster. That serious venture capitalists and corporations are essentially throwing money at a force they can't quantify may indicate Facebook's power. for fat margins. tagging people in photographs. and not incidentally made possible new forms of organization among strangers that have affected the policies of nations. To be sure you are marking a fundamental change in human society borders on the impossible--such events happen just a few times a century. $2. You just need to bring your best evidence. affluent. 06. and (barring things like ecological collapse) rarely with anyone's ability to see at the time that anything has changed. positive commitments." Revenues were maybe $500 million in 2009. whose thoughts and personality infuse Facebook. The 30% that Facebook retains on sales of virtual currency for use in purchasing virtual goods--a cut that would shame a mobster--suggests the potential for fat profit margins. and later joining groups that ranged from sheep throwers and pretend gangsters. Rather than note that investors Microsoft and Hong Kong billionaire Li Ka-shing.. or are they a series of relatively lightweight emotional flickerings? Kirkpatrick's book shows the key aspects of Facebook's growth have been naming friends. with a fervor redolent of a late-night study session. sucked up a good bit of the world's free time. "it's hard to say what Facebook is really worth. and has said he would rather not have a film made of his life while he is still around.5 billion in two separate 2009 deals. ----------------------Forbes Commentary The Problem With Facebook Quentin Hardy. to a few select causes. Zuckerberg--now a billionaire--may be changing his thinking about full transparency across all life's roles.10. If the events are momentous. also believe all of our doings should be visible to everyone. A just-published chronicle of the first years of Facebook. He squirms when his arrogant early e-mails are described. however. may have been snookered. the numbers aren't there. among them: --Are the online connections in Facebook really authentic. remains an open question. perhaps. founder Mark Zuckerberg. That doesn't mean you are wrong. Whether Facebook "now sits squarely at the center of a fundamental realignment of capitalism. has quickly become one of the few globally-recognized individuals. he concludes.") So much.5 billion in 2008. Kirkpatrick chronicles valuations for the company of $15 billion in 2007. These are gestures. So also. The Facebook Effect. (A recent news report from Reuters carried in the New York Daily News. scores admirably on the evidence front. or protests against one or another wrong (saying "no!" as loudly as possible may be the political hallmark of our age). on the other hand. picked up 500 million users. $26 Reviewed by Carolyn Hinsey Carolyn Hinsey is a freelance writer from Manhattan. at least where he is concerned. who came in at the high end. But so far. The social network has. $10 billion and $7." as Kirkpatrick states. for the most part very young. in this book. and privileged. and your best skepticism. but not really answered. in a little over six years. . In addition.23. just because social networking seems like a big behavioral shift. 334 pp. The book does an admirable job telling the story. they are random. by David Kirkpatrick. do a few other questions that are implicitly raised. He and his cohorts. Even the most impactful of Facebook-spawned social movements consist largely of donation drives. far more than collective. 6:00 AM ET Writing recent history is risky. In fact. citing "sources familiar with the situation" put Facebook's 2009 revenues somewhere between $700 million and $800 million and profits in the "tens of millions of dollars. I am inclined to agree. but there is no sense of possible profit margins. they still need the impact of years and decades to be judged.

Love It or Hate It. That we can even raise them seriously gives some indication of the company's continuing importance. but then Zuckerberg sees them seek publicity and exposure by the millions. 4.com. That these questions cannot be answered may be a mark of Facebook's short history. By Adam Peck June 28. Changed the Game Forever The outsized ambition of Facebook CEO Mark Zuckerberg shows the advantages and disadvantages of going ahead of the curve. That is something beyond the aims of even expensive brand advertising. and were sometimes akin to the patronage of a Chicago ward boss. Can that really be extended to a global system? --What is advertising in this world? Google is really not much different from age-old direct marketing. Facebook. tired of reading endless stories of kidnappings by the Revolutionary Armed Forces of Colombia (FARC). and a pitch made. parental. inner--really be visible to all. To read more of Quentin Hardy's stories. personal. he misses the way these also led to inflation and the destruction of goods. Contact the writer at qhardy@forbes. married. but rather of a deep involvement within their skein of friends and passions. began a group on Facebook as a sign of . including advertisers? Without a healthy level of artifice. ------------------------Campus Progress (project of the Center for American Progress) Books: Reviews of the latest books. in which a propensity for product interest is discerned. Colombian citizen Oscar Morales. or on what users do? People say they want privacy and control. click here. Facebook's appeal to corporations does not speak of such a direct moment of commerce. Which is the just thing for him to give them? --Should our lives--working. filial. political and otherwise.--Should Facebook guide its policies on privacy based on what people say they want. 2010 (Flickr/digitalbear) On Jan. however. a form of ritualized giving that supported the societies of some Indian tribes in the Pacific Northwest. what is society? --Zuckerberg speaks of Facebook in the context of a potlatch. In his anthropology student's zeal. 2008.

Zuckerberg dreamed early on of turning Facebook into a global platform. Facebook had six employees. He responded to Efrusy¶s advice by holding a conversation with Microsoft CEO Bill Gates. Zuckerberg ignored advice to take it slow on the platform idea. Zuckerberg built the earliest versions of . a Facebook investor. the title of his new book. Just one month later. Un Millon de Voces Contra Las FARC. The Colombia event¶s grandeur and spontaneity echoed 26-year-old Facebook CEO Mark Zuckerberg¶s own outsized ambition. that a big-studio movie written by West Wing and Studio 60 creator Aaron Sorkin based on the story is set for wide release this fall. Kirkpatrick outlines the meteoric rise of both Facebook and of Zuckerberg himself. The history of Facebook is the stuff of Hollywood ² so much so. At the time. An estimated 10 million Colombians participated. In early conversations with Kevin Efrusy of Accel Partners. the group.opposition to the militant organization. in fact. The Colombia demonstration was a shining example of what former senior editor at Fortune magazine David Kirkpatrick calls The Facebook Effect. held a massive demonstration to voice its anger.

only to pack up and move to California with a small team of friends as the site began to expand beyond Cambridge. Then Facebook allowed web developers to create applications. Zuckerberg emerged victorious. Then Facebook introduced the News Feed. First. . Mass. Almost every time. In the following years. When applications were first introduced to Facebook in 2007. The most notable exception came recently. At each step. there was Zuckerberg. Zuckerberg aggressively pushed for the changes. Then. with the advent and implementation of new privacy settings and the controversial ³opt-out´ policy. often against considerable opposition from Facebook users. the site underwent several big changes. the site moved beyond a focus on students and opened itself up opened to the broader public. guiding users through the new layout and new features. When the site underwent a massive redesign in September 2006.Facebook while a student at Harvard University. a then-23-year-old Zuckerberg was the one to take the stage in front of some of the most powerful moguls in the world to demonstrate the new features. businesses. where users were automatically assigned looser privacy settings and had to manually change them to limit what other users could see.

drafting blog posts and memos to users explaining why he felt they were necessary.What stands out most in Kirkpatrick¶s account is the amateurish way Facebook came together. as Chief Operating Officer to give the company the air of professionalism that perhaps many assumed Facebook had possessed after it expanded beyond a college audience. Zuckerberg expedited the hiring of a COO thanks in part to what has become commonly referred to as the single biggest misstep to date by the company. the so-called Beacon feature. a fairly simple plugin that posted information about a user¶s conduct elsewhere on the Internet. The damage done by the bad publicity that resulted from Beacon lingers to this day. Zuckerberg was on the front lines during the recent criticism over its new privacy policies. It wasn¶t until 2008 that Facebook brought on board Sheryl Sandberg. for all to see. and ultimately acquiescing to the mounting complaints of the site¶s users. The press took notice as well and began hammering Zuckerberg and his company for breaching what . It was the launch of Beacon that spurred anti-Facebook activism by individuals and groups like Move On. a former executive at Google. Users logged into their profiles to find their online purchases or other interactions displayed on their Walls without warning.

or perhaps has been usurped entirely. after Facebook has evolved further in tandem with our evolving understanding of privacy in the age of the Internet. Facebook has about 500 million users. And it shows no sign of slowing down on college campuses either.they saw as Facebook¶s compact: A commitment to privacy and user control of information. Still. annual revenue topping $1 billion. just barely seven years after its initial launch. If this book does nothing else. prying and even a bit creepy ² may actually be ahead of the times. . Lawsuits. At some point down the road. It is endlessly expanding its offerings and member rolls. have been filed against the company and its CEO at a steady pace. Much of media criticism remains cautious about the intentions and practices of the company. and is the second most highly trafficked website in the world behind only Google. it serves as evidence to future generations that Facebook¶s ideas ² criticized in the present as overreaching. students will look back at what was a revolutionary platform and a once-in-a-lifetime business and learn something valuable. some still pending. business transactions with the site now involve monetary figures in the tens of billions of dollars.

advertising vs. µThe Facebook Effect¶s¶ Facebook page -------Blogcritics and Seattle Post-Intelligencer Saturday. Kirkpatrick paints a deft portrait of everything that makes Facebook what it is today. while still forging ahead on it¶s stated purpose to µmake society open¶ while creating and maintaining the ¶social graph.Adam Peck is an editorial intern with Campus Progress. through early stage investor meetings. even Google) to recent acquisitions like FriendFeed are part of keeping the story timely and up to the moment. myspace. When investors wanted more maturity infused into the company.¶ Along the way. Having experienced what can only be described as torrid growth ± closing in on a half-billion users ± while still taking in private money prior to a much anticipated eventual IPO (2011?). including multiple interviews with Mark Zuckerberg himself. ambitious company that experiences nearly every kind of growing pain known to man.m. Within this fast-paced read. important hirings along the way (did you know Steve Chen worked at theFacebook for a few weeks before leaving to co-found YouTube?) to meetings and partnerships with Fortune 500 advertisers and media companies are well documented here. When he found a new girlfriend. to the fever-pitched growth. the young leader reluctantly agreed. More than anything what emerges is the story of young Zuckerberg¶s coming of age. July 10. Even examples of competitive positioning (FB vs. plenty of issues (privacy. much like Ken Auletta¶s excellent µGoogled. user experience) and iterations are revealed explaining why some features/apps worked well (Farmville exploded Facebook in Taiwan) and why others met a dismal fate (uhh« Beacon). PT Book Review: The Facebook Effect: The . 2010 Last updated 10:56 a. he negotiated for 100 minutes of time a week. All the famous stories ± from the µborrowing¶ (stealing?) of the original concept from ConnectU and houseSYSTEM. 2010 ·Somehow now seems like the perfect time for an all encompassing report on both the history and state of social networking behemoth Facebook. Facebook is unquestionably the most important social utility to ever hit the web. Twitter. From what appears to be full cooperation from most of the key players in the still young Facebook pantheon. In the newly released. the move from Harvard to Palo Alto.¶ former Fortune magazine technology editor. In this respect. µthe Facebook Effect¶. µThe Facebook Effect.¶ is one of the best new media business books of the year. it appears nothing of significance was left behind. --------Blog on Books: The Facebook Effect ± David Kirkpatrick (Simon & Schuster) July 7. Kirkpatrick tells the story of a young. David Kirkpatrick takes a deep dive into the innerworkings of what made college upstart TheFacebook into the dominant new media player on the web today. What is most striking about the book is the even handed nature by which it is all delivered.

com launched on February 4.ORG Facebook¶s growth since its inception in 2004 has been nothing short of phenomenal.edu to join. Thus began the snowball momentum that continues to drive Facebook forward to this day. 2004.Inside Story Of The Company That Is Connecting The World by David Kirkpatrick By GREG BARBRICK BLOGCRITICS. colleges. The site was incredibly exclusive. It makes for fascinating reading. the ubiquitous site is an Internet success story like no other. Soon the doors were opened to all U. David Kirkpatrick is a former senior editor at Fortune magazine. but they are the least interesting portions of The Facebook Effect. As it was originally known. Mark Zuckerberg.´ These speculative essays were probably necessary to balance out the book. In The Facebook Effect: The Inside Story Of The Company That Is Connecting The World. and finally to everybody else. author David Kirkpatrick tells the remarkable tale of this industry colossus. The growth pains that accompany such rapid success are also discussed. then high schools. They never went back. The Facebook Effect is informative and fun. The first two-thirds of The Facebook Effect trace the business¶ growth from 2004 to 2010. It became so popular that Zuckerberg and his ³staff´ (his roommates) decided to offer it to other Ivy League schools shortly afterwards. and of the man behind it all. The account of these nineteenyear-old kids building up a company valued at $15 billion over the course of just a few years is stunning.S. Thefacebook. With a membership hovering at around a half a billion people today. a rare combination in the world of business books. For up to the . and Zuckerberg¶s talent for getting advice from older dot-com veterans has helped Facebook survive some potentially fatal experiences. The last hundred pages or so are devoted to chapters such as ³Facebook And The World. you had to have an email ending in Harvard. out of Zuckerberg¶s Harvard dorm room.´ and ³The Future. Kirkpatrick was able to speak with the early players in the story fairly extensively. Zuckerberg and company moved out to Silicon Valley ³just for the summer´ after their first year at Harvard. and his writing style is a winning combination of business facts mixed with the quirky personalities of the key players. including Zuckerberg himself.´ ³The Evolution Of Facebook.

will Facebook be the same? (Image: Justin Sullivan / Getty) Here's one of the scariest passages from The Facebook Effect: "In five years there won't be a distinction between being on and off Facebook. it is recommended. Its 400-millionplus users have an average of 130 friends each. Many websites. Should we welcome Facebook's relentless expansion? Mark Zuckerberg." says a former Facebook employee who claims still to be "deeply involved" with the company. It seems to be working. ." Facebook's plans for world domination are born of its mission to help people connect and share. They send messages within the site rather than using email. "It will be something that goes with you wherever you are communicating with people. the precocious and intense 26-year-old who built the site during his first year at Harvard University. including New Scientist's. encourage readers to share content on Facebook.minute information on the biggest social networking site the world has ever known. -------New Scientist: Is Facebook taking over the world? 13:40 25 June 2010 Books Jim Giles Without Mark Zuckerberg. More than half of its users log in every day. It's easy to feel cynical about such pronouncements: Zuckerberg's share of Facebook is worth $4 billion. Users play games that exist only in Facebook. insists it exists to help people connect and share. Facebook is creating an infrastructure so useful that its customers rarely need to go elsewhere.

Pages relating to criticism of pro-Beijing political parties in Hong Kong were allegedly removed without reason this February. is excited that political activists can utilise Facebook to rally support. rather than question the impact the site has on our lives. is his decision to place Zuckerberg's pureness of ambition at the heart of the story. Facebook describes these updates as steps in its mission for openness. Kirkpatrick cites a 2009 study showing that membership of political groups on the site encourages political participation in the real world. What is frustrating. in all these cases Facebook .But journalist David Kirkpatrick gained exceptional access to Facebook's founder and reports that Zuckerberg consistently puts these goals above short-term profit. Kirkpatrick's account is convincing and engrossing. we already trust private postal firms and telephone companies. Facebook might foster political engagement. but he fails to mention that the same study also found that Facebook had no effect on people's political knowledge. Facebook also retains control over the content on its site. Around the same time. but by exposing people only to their friends' ideas it could equally well encourage groupthink. as did two others involved in the publication. Zuckerberg. According to critics. A more troubling question is whether a private company should be allowed to handle so much of the world's communications. who can use the information to better target their messages. Of course. for example. but one can't help noticing that each change is attractive to advertisers. however. as if we should take the founder's sincerity as evidence that Facebook is a force for good. But Facebook users are regularly confronted with unwanted changes to the site that many feel expose too much of their personal information. the Argentinian author of a satirical book about Facebook is reported to have had his profile removed.

Already available in about 70 languages. is a brilliant. he believes. a geeky Harvard undergraduate. Facebook may by then be even more central to our communications." David Kirkpatrick. and the company's moral compass may shift. Zuckerberg. it seems unlikely that the removal of the pages was part of a larger plan to censor criticism or bow to Beijing's will. In "The Facebook Effect: The Inside Story of the Company That Is Connecting the World. --------- Nonfiction review: 'The Facebook Effect' by David Kirkpatrick Special to The Oregonian Posted: 06/26/2010 11:02 AM Created in 2004 by Mark Zuckerberg. visionary CEO who . though the company says that the accounts were disabled in error.reinstated the pages only after media protests. interests and behavior of the "Facebook using hordes. Before that day comes. If Kirkpatrick's account of the firm's ethos is accurate." Kirkpatrick. but in a sense that does not matter.and having a profound impact on communications and connectivity in the 21st century. senior editor for Internet and technology at Fortune magazine. with more than 350 million active viewers worldwide. high-minded. the social network is growing at a mindboggling rate of 5 percent a month -. it's clear. Facebook has become the second-mostvisited site on the Internet (after Google). draws on unprecedented access to Zuckerberg to provide a fast-paced and fascinating account of the company's phenomenal success and an early-days assessment of the ways in which it is changing the values. it would be worth asking whether we want to place a commercial organisation at the heart of our social interactions. is a fan of Facebook. One day Zuckerberg will leave Facebook.

that Facebook provides mechanisms for users to put friends into groups and decide what to disclose to whom." The "reason it's funny." THE FACEBOOK EFFECT David Kirkpatrick . they (the marketers) would come.and better -data about users than any other website. create what media theorist Marshall McLuhan called "the global village. Zuckerberg may turn out to have been right as well that if he built it (a company that connects the world). Kirkpatrick acknowledges that software cannot provide ironclad protections against invasions of privacy. at the same time. he hopes that Facebook can restore the kind of intimacy eviscerated by modern. and standards about indiscretions will be relaxed. With more -. post-industrial life and.refused to make his company's bottom line a priority. And he gives "some credence" to the argument that in a more open and transparent world. people will behave more responsibly because they know they'll be held to the consequences of their actions. Like Zuckerberg. Facebook recently was valued at $10 billion. he points out. Facebook staffers often joke that the company aims at "total domination." Noting that Facebook users want to share information about themselves and somehow control access to it." Kirkpatrick concludes. it's become a magnet for investors and advertisers. For better and worse. "is that it evokes a surprising truth. But it helps. Although it has yet to turn a profit. Kirkpatrick may be right. Kirkpatrick shares his view that it's good for society to encourage people to openly acknowledge who they are and act consistently with their friends.

guardian. Facebook's arrival was timely. UK 7/18/10 The Facebook Effect by David Kirkpatrick David Kirkpatrick was handed the keys to the Facebook kingdom ± the result is the definitive account of its phenomenal rise o o o o James Harkin The Observer. Like any other communications network. a kind of official history of the company and the most comprehensive account of its rise yet. however. she predicted that email "is probably going away". they referred to data on how many American teenagers were using email to communicate with their friends on a daily basis. In the summer of 2006 Kirkpatrick. stood in front of an industry conference in Las Vegas and announced that email was on the way out.co. Facebook began life in a student room in 2003. Facebook's chief operating officer. not how they were using it in general. found himself invited to dinner with Facebook's youthful CEO. allowing students to huddle together in groups and forge whatever electronic connections they liked. He subsequently won unprecedented access to Zuckerberg and 39 of his top employees to gather material for this book. though. Kirkpatrick shows us how brilliantly Zuckerberg polished his new machine. Altschuler --------http://www. Photograph: Paul Sakuma/ASSOCIATED PRESS Last month Sheryl Sandberg. there's every reason to take her hubristic ambition seriously. To Zuckerberg's surprise ± he suspected it might be a fad ± Facebook rapidly spread to other universities. constantly cleaning its minimalist look and cultivating its hunger for ever more data.Glenn C. A good way to understand that ambition is to read David Kirkpatrick's new book. the poke. Mark Zuckerberg. Even though she herself couldn't imagine life without it. thus was born Facebook's signature double entendre. coming as it did just as more of us got used to spending time hooked up to fast internet connections. Sunday 18 July 2010 Facebook¶s CEO. 384 pages -. Mark Zuckerberg. a former technology writer for Fortune. Sandberg's figures weren't quite right. was its built-in network effect. Before long Facebook had morphed into an allpurpose public facility. most preferred to send messages via social networks such as Facebook. The site's real engine of growth. Figures showed that only 11% of teenagers use email on a daily basis. and its original function was to enable Zuckerberg and his fellow Harvard students to rate each other's attractiveness and flirt with each other electronically. then to schools and then to everyone else. views his creation as a social movement. Given Facebook's enormous success in colonising our online activity. as part of the company's charm offensive. Facebook's . she said. The statistics are mind-boggling. In January of this year Facebook claimed 350 million active users.Simon & Schuster $26.uk/technology/2010/jul/18/thefacebook-effect-david-kirkpatrick-book-review/print The Guardian/Observer. who spend a collective 8 billion minutes there every day.

04 BST on Sunday 18 July 2010. for example. Abu Dhabi The Facebook Effect: beyond privacy Last Updated: July 16. who your friends were friends with. whose job it is to make Facebook more attractive to advertisers. and who was newly single. The effect of all this on the marketing and advertising industries has only just begun to be felt. James Harkin is the author of Cyburbia (Little. Facebook makes the bulk of its money by helping companies target potential customers more effectively than mainstream media. Brown) The Facebook Effect by David Kirkpatrick | Book review This article appeared on p41 of the The New Review section of the Observer on Sunday 18 July 2010. Kirkpatrick's wide-ranging access allows him to pay more attention to what Zuckerberg was trying to achieve. The Social Network. But the digital revolutionaries may not understand their own rhetoric. he is motivated not by money (he consistently refuses to sell up) but by a passion for radical transparency. y guardian. Facebook is primarily a social movement. in turn. hits the screens in October). Kirkpatrick's story ends with the arrival of Sheryl Sandberg. To deduce this he studied who was looking at which profiles. A narrower gap between public and private reduces the potential for hypocrisy and connivance. he concluded that by examining friend relationships and communications patterns he could determine with about 33% accuracy who a user was going to be in a relationship with a week from now. he believes. In his sometimes oafish determination to realise his vision. that. "As the service's engineers built more and more tools that could uncover such insights. She has done well. But as critics point out. For him. 2010 8:24PM GMT A new history of Facebook portrays the company's founder as an idealist devoted to the cause of total transparency. have focused on the squabbles and personal relationships of those involved in its early life. Previous books about Facebook. Kirkpatrick has written the definitive account of Facebook's breathless rise to power. Concerns about privacy have plagued Facebook for the past few years. The company now finds itself sandwiched between the sensitivities of its users and the commercial imperative. such "radical transparency" also makes it easier for Facebook to monitor what we're up to. Zuckerberg turns out to be as much ideologue as engineer. making it harder." Kirkpatrick records.uk © Guardian News and Media Limited 2010 ----------------------http://thenational. 2010 12:24AM UAE / July 15. became a powerful incentive for new arrivals to pass the word on.uk at 00. It was published on guardian. and last year ± the first that it began turning a profit ± it took an estimated $800m (£530m) in revenues. the company is more fragile than it appears.ae/apps/pbcs. For instance. But the story of how it tries to wield that power without scaring away its 350 million users is going to be even more of a whiteknuckle ride. and many people are uneasy with this. it could wither as quickly as did Bebo and Friendster before it. such as Ben Mezrich's The Accidental Billionaires (the film of which. "Zuckerberg sometimes amused himself by conducting experiments. if another social networking universe were to come along with a credible guarantee to protect our data.usefulness grew as more people signed up and found each other. for people to cheat on their partners.co. Sharing our data and making our lives publicly available to each other turns us. among other indicators. writesEvgeny . Companies powered by a network effect tend to wilt as quickly as they flower." Although Facebook now seems an established fixture of the net. into better people.dll/article?AID=/20100716/REVIEW/707159984/1042 The National. not a publishing platform: as he tells it.co.

still fashion themselves as genuine revolutionaries. hip and very appealing to advertisers. if not equality. they are well-armed. learning their Trotsky and Gramsci. Besides. No entity embodies this new revolutionary urge better than Facebook. saw themselves as hackers fighting the system. What could seem more quaint today? In our innovation-obsessed society. Such rhetorical flourishes. a company run by nerdy college drop-outs sounds like the worst possible place to entrust one¶s private data. Facebook tapped into a market that was active. is that it¶s matched by an uncanny ability to influence public life: today¶s technology giants are not just idealistic. before long the site was used for all kinds of dubious purposes. Having abandoned their Molotov cocktails for cans of Red Bull. (Facebook¶s management decided to let most of those stay). . the more useful it was. like Bill Gates and Steve Jobs. They don¶t shun profits. having made their money much faster. Facebook then took off globally. it is the development of the internet ± rather than some new political ideology ± that holds the greatest promise for reshaping how we live. Francis Fukuyama got it all wrong: history didn¶t end: it just took a temporary refuge in cyberspace. The odds that it would succeed were tiny: Facebook was a late entrant into an already overcrowded market (remember Friendster?) while its main competitor. all too often it rests on a rather delusional reading of modern politics: Google¶s China gambit. Other web entrepreneurs might have laughed at such serendipitous uses of their site and moved on. they flock to computer science departments instead. who would rather become venture capitalists than public intellectuals. and dreaming of the worldwide triumph of justice. MySpace. The Facebook Effect David Kirkpatrick Virgin Dh66 And for a very good reason: among recent social innovations. Soon it was growing thanks to what economists call the network effect: the more users it had. particularly the growing buzz about ³Internet freedom´. Unfortunately. the six-year-old behemoth that has come to dominate the world of social networking. The previous generation of digital visionaries. before they launched their own multibillion-dollar empires.is a case in point. the company¶s youthful founder. but financial considerations often take a back seat to their ambitious agendas for social engineering. had all of Rupert Murdoch¶s money to burn. of course. are. and the more incentives there were to join. Their successors. with highly idealistic plans for the rest of us. but Zuckerberg took Facebook¶s success to mean that the world had radically changed: the internet was poised to play a new and increasingly important role in our lives. understood that in order to be popular.Morozov It used to be that highly idealistic young people ± those starry-eyed mavericks burning to change the world ± were attracted to studying politics. usually wrapped in revolutionary rhetoric. any social networking site needed to be a hormone stock exchange. vote and govern. very helpful in creating a favorable political climate in Washington and Brussels: who wants to regulate the next Gutenberg or Edison? But the idealism emanating from Silicon Valley is not fake. The problem with all this digital hubris. And what better place to trade in hormones than a university campus? By initially limiting the site to college students. Why did Facebook succeed? Not least because Mark Zuckerberg. often with minimal effort from its headquarters in Palo Alto. political science no longer commands the respect of adolescent revolutionaries. from killing time with the numerous games that have sprung up on its platform to joining Holocaust denial groups. where the company believed in its ability to outmaneuver the Communist Party and democratise the country by letting citizens search for whatever they want. and he was convinced his creature could spearhead that revolution.

it has less to do with his status as an accidental billionaire (to quote the title of another recent book about Facebook) than his role as an accidental revolutionary. He often calls it a ³utility´. Of those Facebook¶s founders are conspicuously silent Perhaps Zuckerberg is just confused about the social implications of his creation. he thinks. Alternatively. and he peeped into the future and saw that privacy had become obsolete. Who would blame the electric company for climate change? They are just the middle man. According to Zuckerberg. wants to claim such privilege. Zuckerberg is a strong believer in the benefits of transparency fostered by the Internet. But all this ³utility´ talk is not for nothing. This is a good thing. he holds technology in awe. is a luxury that people in more conservative countries (or families or offices) still can¶t afford. for its intellectual complexity has outgrown his own. Facebook is a social phenomenon first and business phenomenon second. if at all. that the Facebook panopticon encourages would require the second coming of Michel Foucault to think through. has become the youngest self-made billionaire in history.´ It gets worse on the subject of privacy. But if there is a tragic hitch to Zuckerberg¶s rise. a rather risky move for any chief executive. Like most digital revolutionaries.According to The Facebook Effect. hoping that his talk of an impending transparency revolution will help to keep Facebook unregulated. Zuckerberg¶s refusal to acknowledge that there are negative sides to his transparency revolution is particularly glaring. The digital revolutionaries may lack nuance. despite the fact that Zuckerberg. But this is just plain wrong. And then there is the least plausible thesis. to asking for more government oversight. It¶s not surprising that there is no place for politics in the digital revolution: for its leaders. Most utilities simply satisfy basic human needs. but they certainly excel at moralising. ranging from narcissism to voyeurism. Those who feel it necessary to maintain two ³identities´ might remind Zuckerberg that old prejudices persist even in the most liberal societies. they don¶t create demand for them. Such views are a dangerous amalgamation of social and technological determinism: Zuckerberg and his colleagues believe that neither human behaviour nor the manner in which technology unfolds can be altered (even Facebook¶s annual technology conference is called ³f8´ ± read as ³fate´). even by Palo Alto standards. Being openly gay on Facebook. which is kind of the point of government. a possibility that looks increasingly likely. the state exists. Thanks to the internet. one who lacks the intellectual grounding to wisely use the immense power he hass accrued. merely to provide cheap broadband. Zuckerberg wants the world to acknowledge the revolutionary status of his company before it becomes subject to aggressive regulation. more honest citizens: ³The days of you having a different image for your work friends or co-workers and for the other people you know are probably coming to an end pretty quickly´. since ³having two identities for yourself is an example of a lack of integrity´. It may very well be true that Facebook is making the society ³more open´ in some very limited sense of ³openness´. But such determinism is as dubious as the view that Facebook is an innocent and powerless player following rather than shaping privacy trends. a new book by the technology reporter David Kirkpatrick. if only for the banality of his excuses. seeing it as an autonomous force that can¶t be stopped or regulated. perhaps. but surely it has other effects on public life. Zuckerberg believes that the internet will push us to be better. to take one example. Zuckerberg says. Facebook. In Kirkpatrick¶s account. who navigated the company to its $15 billion-dollar valuation. he is simply playing dumb. too. the one favoured by Kirkpatrick: Zuckerberg is a seer. It¶s as if the president of a university ³Save Darfur´ club was appointed the UN envoy to the region. ³A more transparent world creates a better-governed world and a fairer world´. the world is becoming more social and people are sharing more information. His musings on politics would make even Sarah Palin blush: ³These things [social networking sites] can really affect people¶s liberties and freedom. akin. . The bouquet of barely visible behavioural modifications. That this mission happens to be lucrative is just a coincidence. Facebook is only facilitating what would be happening anyway.

friends and would-be friends.´ ³unfriend´ and other terms to the language. Facebook and its still-youthful founder. communication. The Facebook creation story.´ the site¶s original name. It went live at Harvard on Feb. Watson NEWS BOOK REVIEWER Updated: July 18. This is pretty impressive for a company that began in a Harvard dorm room six years ago. The promises and perils of innovation need to be assessed through a value-laden prism of ethics. Users were assured that people on ³thefacebook. 6:36 am / Published: July 18. by now well-known. political organization and the preservation of memories ² and to question whether it¶s good for one company to have so much influence. and had a simple. -----------------------http://www. Kirkpatrick was the senior editor for the Internet and technology at Fortune. Zuckerberg gave people a tool to find and interact with people they already knew in real life in some way ² classmates. available only to people who had a Harvard e-mail address.But even if the likes of Facebook do believe in the social usefulness of what they are doing.html Buffalo News NONFICTION How Facebook started and where it¶s headed The Facebook Effect: The Inside Story of the Company That Is Connecting the World By David Kirkpatrick Simon&Schuster 372 pages. ³Facebook´ by mid-2008 passed the word ³sex´ as a search term on Google. He wanted to explain how this small social-networking start-up came to change everything about the Internet ² commerce. is the stuff of Silicon Valley legend:A solitary. socialization. 2010. But one can¶t cook a revolution. even a digital one. nerdy computer genius comes up with a world-changing idea. .buffalonews. His book about the internet and democracy will be published in November. and by the end of the month three-fourths of undergraduates there had signed up. $26 By Stephen T. seem dangerously half-baked. have received extensive news coverage and now are the subject of books that attempt to present the story behind the company¶s fantastic success. and he has written a serious assessment of the company¶s rise. As it happens. Users on average spend an hour on the site each day²a cumulative 8 billion minutes worldwide every day ² and they add 100 million photos each day. Mark Zuckerberg. and it is now the second-most visited Internet site after the popular search engine. is part of the culture. were who they said they were.com/2010/07/18/1116174/how-facebook-started-and-where. uncluttered look that it retains today. 2010. unfortunately. and Zuckerberg¶s. the two disciplines that digital revolutionaries were quick to discard in favour of computer science. 12:30 am Facebook has more than 400 million active users ² 75 percent of them outside the United States. 2004. for better or worse. ³The Facebook Effect´ author David Kirkpatrick was given extensive access to Zuckerberg and other key Facebook employees over many months. 4. this has been the bread and butter of philosophy and political science. ideas are still its key ingredient. out of bytes alone. The site was exclusive at first. Facebook. societies need more than their blind faith to assess such claims. Evgeny Morozov is a fellow at Georgetown University. It changed the meaning of ³friend´ and added ³tagging.

. especially when some value the company at $1 billion. but turned it down. Kirkpatrick is good. Zuckerberg. nor should they hide behind anonymity. where we spend our time and who we are. and Facebook is positioned to take advantage. ³Don¶t be lame´ is the company¶s motto. was offered $10 million for his site. Buyout offers continued to flow in. The site spread to Stanford and other elite schools before it was opened to all colleges.Facebook enjoyed so much initial success because it started at colleges. a nod to Google¶s ³Don¶t be evil. early on. He hides his true feelings and it can be hard to tell if he¶s really listening to you. at 20. Zuckerberg has a vexing. but Zuckerberg vigorously fights to keep control. even though the changes never drove away many members. He moved out to the technology hotbed of Northern California with a few close friends. because that¶s where people are spending their time. Growth is the key to Facebook¶s future. Stephen T. Kirkpatrick writes that the company generated $550 million in revenue in 2009. but revenue has lagged behind. Kirkpatrick writes as he looks ahead. Rupert Murdoch ² in the socialnetworking graveyard? The company faces many threats. where people have dense social networks and they socialized enthusiastically. Kirkpatrick writes.´ ³The Facebook Effect´ sees the company as an international force for grass-roots organizing whose members span geography. the News Feed²that made Facebook even more popular. The ambitious Zuckerberg steadily guided the company¶s growth. and the company will confront difficult decisions as it seeks to expand internationally. All of its users provide a storehouse of valuable personal data for Facebook ² our likes. He believes deeply that people on the Internet shouldn¶t separate their personal and professional identities. We trust Facebook to protect our privacy. is forced to explain the rules of the beer pong game that is a company obsession ² and as Zuckerberg matures. dropped out of Harvard and built up the site and a framework for the company. perhaps too good. Totalitarian regimes recognize Facebook¶s power. and the company insists it always will. Advertising is moving onto the Internet. This is changing the relationship between consumers and companies. including the possibility of increased regulation and competition from Twitter. and could reach $1 billion this year. our dislikes. generations and cultures. both of which wish to usurp its position atop the social-networking heap. Kirkpatrick points out. Changing the world by making it more open ² not money ² is Zuckerberg¶s motivation. Facebook is now as much a part of the establishment as Google and Microsoft. at going behind the scenes at the various meetings with investors who wanted to grab a financial stake in the site. But perhaps the greatest threat looms from the teenager sitting in a dorm room who has an idea for the next big thing. But Facebook has stumbled repeatedly. Has Facebook peaked? Will it join Friendster and MySpace ² sorry. and the Facebook team is tempted. the company matures. angering users and backtracking on occasion. Watson covers technology culture for TheBuffalo News. Facebook has been valued at more than $23 billion. producing innovations ² photo sharing and tagging. His personality changes over the course of the book²Kirkpatrick. The site reached 1 million users by November 2004 and 70 million users by spring 2008. peculiar charisma.