The Facebook Effect 115盘 下载 pdf txt 电子版 mobi snb docx

　　Today – six years after it was created in a Harvard dorm room

– over 500 million people use Facebook regularly, in just about

every country on earth. That a company this powerful and

influential was started as a lark by a couple of 19-year-olds makes

it a fascinating and surprising tale. That one of them, the

visionary Mark Zuckerberg, had the maturity, strategic smarts and

luck to keep his company ahead of its rivals anchors the

tale.

With exclusive inside access to all the company’s leaders David

Kirkpatrick tells of the vision, the tenacity, the refusal to

compromise, and the vision Zuckerberg has to remake the internet. A

brilliant and fascinating cast of characters created Facebook and

Kirkpatrick has interviewed all of them. Never before have

Zuckerberg and his closest colleagues told what really happened as

they built their dynamo while eating fast food, staying up all

night, and thumbing their noses at how things are usually done.

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动态新闻不仅是facebook的一次改版，而且还预示着人们交流方式的重大转变。它彻底颠覆了"正常"的交流方式。直到这之前，如果你希望把信息传达给某人，你必须要采取自觉主动的方式启动一个沟通进程，或者把内容"发送"给他们。当你在打电话，寄信、发电报或电子邮件时，你就是在主动和人沟通，即使通过即时通信进行交流也是如此。

但是动态新闻倒转了信息传递的过程。不是向某人发送一条关于你的快讯，现在你只需在facebook上暗示一点和你自己相干的事情， facebook就会根据你朋友们的偏好程度计算出也许对你的主题感兴趣的朋友，然后向他们发送这些信息。而作为信息的接受一方，只要查看他们的facebook主页就行了。这种自动沟通的新形式使得付出最小的努力与最多的伙伴同时保持联系成为可能，它让整个世界变小了。

本质上来讲，facebook创造的就是一种"订阅"朋友信息的方式。不是等待你的朋友向你发送信息，而是你告诉facebook(很简单，通过成为某人的朋友)说你希望听到他们的相关信息。成为他们的朋友就是订阅他们的数据，于是facebook的后台会把他们的信息拖到你的首页上。这种订阅模式的一个重要先例就是大名鼎鼎的动态系统--rss(简易信息聚合)。

不过除了喧哗声，扎克伯格和facebook上的所有人都在这一幕里察觉到了一种莫大的讽刺，那就是抗议小组迅速膨胀的规模其本身就证明了动态新闻的有效性。人们之所以会纷纷加入各个小组抗议动态新闻，是由于他们从动态新闻中得知了这些小组的存在。就像当时扎克伯格对我解释的："动态新闻的重点在于它能够浮现出你周遭发生的态势。它浮现的态势之一就是这些反动态新闻小组的存在。我们要让这些小组在我们的系统里能够真正地成长起来。"对他来说，这是动态新闻在按其预想的目的运作的终极证据。

为什么照片和活动功能这么受欢迎?"他经过沉思后得出了结论，"是因为尽管它们还有着种种不足，却有一点是其他人没能做到的，那就是与社群地图整合在了一起

facebook未来为人们提供的工具能根据共同的兴趣或行为而与他人建立关系。其中的一大风险就是这个新方向可能会让facebook变得更像是一个自我推销的场所，而不是建立友谊的地方。对扎克伯格和他的团队而言，如果要使这两类关系在facebook中共存，就是在考验他们设计的敏感度。

google的模型认为，信息以及归整来自全世界的信息是最重要的事情，而facebook的模型从根本上是不同的。在我的观念里，对于全球化进程的批判之一就在这一点，是人们掌控科技，而不是反过来。facebook公司的经济、政治和文化价值以及其他方面的价值的根源思想是，人才是最重要的东西。让这个世界上的人们自己组织起来，才是最重要的事情

这些惊人的数据没有丝毫的错误，Y2M几乎立即就把广告投放到Facebook

书籍介绍

Today - six years after it was created in a Harvard dorm room - over 500 million people use Facebook regularly, in just about every country on earth. That a company this powerful and influential was started as a lark by a couple of 19-year-olds makes it a fascinating and surprising tale. That one of them, the visionary Mark Zuckerberg, had the maturity, strategic smarts and luck to keep his company ahead of its rivals anchors the tale. With exclusive inside access to all the company's leaders David Kirkpatrick tells of the vision, the tenacity, the refusal to compromise, and the vision Zuckerberg has to remake the internet. A brilliant and fascinating cast of characters created Facebook and Kirkpatrick has interviewed all of them. Never before have Zuckerberg and his closest colleagues told what really happened as they built their dynamo while eating fast food, staying up all night, and thumbing their noses at how things are usually done.