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现今，Facebook 市值超过8000亿美元，月活用户数直逼30亿，它旗下的全资子公司包括I nstagram、WhatsApp 等社交领域的新星，Facebook 的商业帝国已经建成。然而，这家公司正面临着一个窘境：在财富疯狂增长的同时，被越来越多的人口诛笔伐。近年来围绕在它 头顶的丑闻如同阴云密布：隐私泄露、操纵选举、假新闻、仇恨言论… 扎克伯格和他的 Facebook 帝国正面临着前所未有的考验。本书直击 Facebook 内幕，讲述了它传奇的崛起与惊人的逆转，它的目标、愿景、产品、计划，它的失败与成功。作者历时3年，数次专访扎克伯格，与公司内外的300多名相关人士对谈，搜集关于 Facebook 真相的无数碎片，还原出一个商业帝国的全貌。这本书告诉我们，赋予一家年轻鲁莽的公司改变世界的权力，将会带来什么样重大的后果。

推荐序 扎克伯格悖论与大型科技公司的新伦理 //胡泳

前言

第一部分

01扎克网络

003

02 哈佛管理委员会传唤

021

03 Thefacebook网站

041

04 Facebook之家

063

05 道德困境

083

06 变革之书

101

第二部分

07 平台

131

08 代号“大流行”

161

09 谢丽尔的世界

175

10 增长！

193

11快速行动，破除陈规

225

12 范式转移

267

13 收购未来

293

第三部分

14 选举

329

15 P即宣传

365

16 小丑表演

397

17 丑陋的一面 431

18 诚信

461

19 另一个Facebook 487

结语

523

致谢

529

注释

533

史蒂文·利维 Steven Levy，《连线》杂志高级作者，《华盛顿邮报》称他为“美国首席科技记者”。 拥有超过30年的科技报道经验，同时也是一位畅销书作家。他曾经凭借37年前出版的一本书——《黑客》，在科技界轰动一时。这本书现在已经是计算机文化领域的经典之作 。 此外，利维曾在 Medium 担任科技内容主编，并开设知名专栏 Backchannel。他还曾供职于《新闻周刊》等媒体。

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Now to take over other campuses. .... The first was Columbia University. On the surface, that might not have seemed like the most propitious takeover site. A competitor had existed there: in mid-2003. But game master Zuckerberg was making a counterintuitive move instead of moving first to the schools where The facebook had the highest chance of working, he attacked the schools where he thought he had the lowest chance of success. Meaning those schools where students had other choices

'That was a critical difference in Mark's personality, The other people who had created these things were really happy that they were successful at the school they kind of focused on, maintaining and improving the feature set and just sort of continuing to offer a great social network. Mark wanted to see ...

Zuckerberg resisted the Crimson correspondents insinuations that he might be sitting on a gold mine. “Having [thefacebook) be wildly successful is cool, I guess.” he said. "But I mean, I dunno, money is not the goal..”

Would he ever sell the company?

“if I get bored. But not anytime soon. At least not for seven or eight days

But at twenty, Zuckerberg had learned something about business and also about who he was. He had made a major decision between what seemed morally right and what was right for him and Thefacebook. That month he painted the word FORSAN on the wall near his desk. It was a reference to a famous passage in the Aeneid, " Forsan et haec olim mem. nisse iuvabit, where Aeneas addresses his lost and battered troops, saying, Someday perhaps, remembering even this will be a pleasure

More critically, with the venture money, Thefacebook could hire more people. The Harvard coders had done well to get the site off the ground, but it required people actually trained in computer science to scale the product for the huge population that used it. (Matt Welsh, Zuckerbergs Operating Systems instructor, blogged that “the original version of Facebook was a mess, technically )But hiring those engineers was a challenge for a start-up, especially one that only college students could see. One tactic was to stand outside the CS department at Stanford and physically buttonhole geeky-looking people. Cohler's pet tactic was bait and switch. He’d solicit top students for summer internships and then convince them to drop out of school

at one point, the heat in Facebook's server cages rose so high that Rothschild ran an expedition to buy the entire inventory of fans in local Walgreens stores to drive the temperature down

there was an inverted Pyramid of advertising, and to date her former employer, Google, had dominated the bottom by monetizing intent (as people did searches). But Facebook, would have an even bigger business, because it had the potential to create and monetize demand. That was the much wider top of the inverted pyramid. People come every day to Facebook to learn what's new and share their interests. So advertisers would be able to sell to Facebook users things that they wanted even before they thought to ask for them

书籍介绍

现今，Facebook 市值超过8000亿美元，月活用户数直逼30亿，它旗下的全资子公司包括I nstagram、WhatsApp 等社交领域的新星，Facebook 的商业帝国已经建成。然而，这家公司正面临着一个窘境：在财富疯狂增长的同时，被越来越多的人口诛笔伐。近年来围绕在它 头顶的丑闻如同阴云密布：隐私泄露、操纵选举、假新闻、仇恨言论… 扎克伯格和他的 Facebook 帝国正面临着前所未有的考验。本书直击 Facebook 内幕，讲述了它传奇的崛起与惊人的逆转，它的目标、愿景、产品、计划，它的失败与成功。作者历时3年，数次专访扎克伯格，与公司内外的300多名相关人士对谈，搜集关于 Facebook 真相的无数碎片，还原出一个商业帝国的全貌。这本书告诉我们，赋予一家年轻鲁莽的公司改变世界的权力，将会带来什么样重大的后果。