kills and Competencies # 345 CASE 12 _ Managemer Facebook: It's Not Just For Kids ‘company by hiring some expert enced Web personales. Zsckerberg persuaded Sheryl Sandberg 10 leave Google, where she had developed fash cows Adwords and Adsense, to join Facebook a346 = Chapter 12 Foundations of Individual Behavior chief operating officer, Fourteen years older than her boss. Sandberg is charged with bringing a mature personality to the laid-back, collegiate work environ ment. To do this, she'll integrate performance reviews. refine the recruiting model, and develop a mature, sustainable advertising program that will support Facebook as it evolves. “I'm hopeful that we play & sii nificant role in pushing the envelope {with] awareness building.” Sandberg sald. “How we get there, { damit think we know yet." a Noting that visitors to the site tripled after Fi unveiled its international presence, the continuing its international growth.® In three Facebook translated its content into languages, with more languages—including Chin to come soon. This is critical, because more than 60% of Facebook's 110 million users live outside the United States—double MySpace's percentage. Whereas MySpace specializes in locally themed subsites, Face- book has opted to simply translate its entire site for non-English speakers. “Through the translations we are seeing mass adoption in those markets.” said Javier Olivan, an international manager at Facebook, adding that because the site is by its nature a tool for communication, Facebook doesn't need to spend much energy localizing it. “The translation approach allows us to support literally every language in the world,” Olivan said.§ And to head off the efforts of other social networking sites, Facebook plans to make data available to users from outside of the site with its Facebook Connect program, Like MySpace's Data Availability (which was announced one day before Facebook's data-sharing concept), Facebook Connect will allow users to import their Facebook profiles into other Web sites and syn- chronize their friend lists. Changes will appear in real time as users modify their Facebook profiles, and tusers will have “total control” of Web site permissions. to access Facebook data, according to the company.” Everyone from advertisers to users to Zuckerberg himself is hoping that Facebook Connect fares better ‘municang hues ere We mae ni ‘sponding 5 F Ne enagement team ofr Despltnons that they have serious work ahead in onde pochange the perception of advertisers. developers, ang even some users Weir ability to lead Pace book successfully and profitably into the Future of soca Petworking, Will adding experienced management alr Tavertisers stereotypes about youthful Silicon Vally b0s? Can Facebook attract enough development mus Ge to eave Beacon behind and launch Facebook Connet as a success? DISCUSSION QUESTIONS 4, In what ways can attribution error cause problems for Mark Zuckerberg as he wrestles with decisions that will determine the future of Facebook? 2. What personality types does Facebook most appeal to, and how does that affect its potential to broaden and diversify its user base? 3. Sheryl Sandberg is certainly under a lot of pres: Sure to succeed in her new position at Facebook What are the most significant stressors that she most likely faces, and how would you advise her to best deal with them? 4. FURTHER RESEARCH—Find as much information as you can about Mark Zuckerberg. Use the Big Five model to analyze his personality. How has his personality Influenced, positively and negatively, his behavior as founder and CEO of Facebook?