(March this year, Mark Zuckerberg in Manelli, South Carolina, African Methodist Episcopal Church)
There is a story that Zuckerberg has spoken over the past few decades. One day in February 2004, shortly after Facebook was online, Zuckerberg went to see programmer friend Kang-Xing Jin to eat pizza. Kim Kang-new lived in Zuckerberg Hostel corner, he later became Facebook's top executives.
In his conversation, Zuckerberg talked about one of his thoughts: Now that we have made a community for students to connect with each other is good, but obviously, in the future someone will make a similar product for the entire world.
There is no reason to expect this feather boy and his team to build a connected community for the world. "I did not even think about it," Zuckerberg said in 2013. They are technically talented, but as Zuckerberg said they have no resources and experience. Moreover, at that time MySpace,MicrosoftBoth Google and Yahoo are already trying to build social networks, and it is far too far-fetched for several young people to delude themselves later.
Now 13 years have passed and Facebook has grown into an undoubted monster. It has not only become the media battlefield in the presidential election, but also an online platform for people to engage in cultural debates and closer family ties.
In the past 24 months, Facebook has become the product of globalization and the negative impact of technological progress.
It is against such a backdrop that Zuckerberg set itself an annual plan of going deep into this nation-wide tour of the United States this year. Now that all 30 sites have been visited, the trip is just like a tutoring session for Zuckerberg, reminding him of the incompleteness of his initial vision. On the journey, Zuckerberg again and again marveled at how unions, churches, schools and other private agencies enriched people's communities.
Taking a recent trip as an example, Zuckerberg describes his trip to Kansas City's terminal as follows: "Some stories happen in every state I visit, but what shocked me everywhere was the Central What community means to people. "
Taking into account Zuckerberg's personal experience, it is easy to understand the degree of innocence of this lament, his youth seems to have gone through only two states, first a Harvard undergraduate, and then became the CEO of a start-up company. Growing up in a wealthy family, he spent a carefree childhood and had the customary individualism of a wealthy son. He said his vision is to connect everyone together, but does he really understand the middle class, the working class and the poor outside his own life circle?
The tour inspected Zuckerberg to reposition itself in the company's role. "I was an engineer earlier this year and now I see myself more as a community builder," Zuckerberg said in an interview in Kansas.
The shift is subtle to anyone who personally takes an annual conference call to describe the vision of their magnificent "Facebook community." In the past 13 years, 2 billion people participated in this social networking carnival, and now Zuckerberg understands that the Facebook that he built did not complete the task of supporting the establishment of a real community.
How do we understand his new interpretation of the company's responsibilities and goals when it comes to Facebook's previous scandals? Using the University of Wisconsin database to retrieve Zuckerberg's public address database, the authors found that the term community appeared more than 150 times.
From these data, his definition of a community on Facebook seems to have evolved in three phases. Simple at first: Facebook is a human-related database that is searchable and valuable. The second phase is the winners, this phase began in 2011, 2014, with Facebook subscribers to a new scale as the symbol of the concept of the Facebook community as the mainstream voice. The next phase begins in 2016 with a glimpse into Zuckerberg's conception of the real world and social networks. In the past 24 months, Facebook has become the product of globalization and the negative impact of technological progress.
The new Facebook stands out from the wreckage of the old Facebook, but the two are connected
It is not difficult to understand Zuckerberg's new year tour plan. In 2017, we see is no longer a CEO to Facebook but he stride forward singing militant songs, the mission of the reflection and adjustment of social structure. The whole world seems to be accelerating collapse, although some people think that Facebook is the arch-criminal, but Mark Zuckerberg suggests the opposite in in the past two years. He believes in the world into the dark ages, but the world needs more Facebook.
He started treating the issue just as seriously as a real CEO, and even changed the company's mission in June 2017 to "empowering communities to connect the world more closely." He repeatedly said that now With a new "road map" to guide technical tools to build a new Facebook. As a veteran journalist who has tracked the company for 13 years, the author thinks the most important thing he learned from it is never to underestimate Facebook's ability to mobilize human enthusiasm and transform contact with one another. Zuckerberg will build his community, it seems that will do it.
But what does that mean? To answer this question, we have to go back to the beginning of the company, because the new Facebook has been born from the wreckage of old Facebook and both have a common blood.
In 2005, Mark Zuckerberg founded Facebook as describing the company's goal is to become a "mirror image" of the community in real life. Later that year, he added that Facebook is not a social network, but a "online catalog", is for people to find information in daily tools. In other words Facebook, started to become a human database.
They slowly improve Facebook, the database played a more straightforward name: social map. Each person is a node, connected to each other by the line, and social graph is a computer perspective of the interpersonal relationship diagram.
(Social graph concept map by Rafiq Phillips.)
The value of Facebook is to process the data and allow people to access the data contained in the graph. In this particular database, these data have only short-lived vitality, social graph needs to be able to reflect the changes in the real world, the old data is worthless.
"It's easy to think that everything Facebook has is just that information, or something like that, but in fact Facebook has become an engine and community where people share vast amounts of information every day."
The "mirror image" portrayed by Zuckerberg in the early days has turned into an engine: people are powering the engine in the form of data, the "Facebook community" in his mouth.
The statement that supports this corporate philosophy is simple: Facebook exists to "make the world more open and connected." It is necessary to point out the following: From a database perspective, openness and connectivity are interrelated. To access the social graph, people must open themselves, which is called "sharing." Facebook database connection is created by the user's share.
As Zuckerberg said at the end of 2011, as long as people continue to "share real life," communities continue to grow and develop. "This is exactly how Facebook is called the world's largest online community," he wrote in an article.
In the name of "connection," countless individuals and organizations are linked together. At the same time, parents and children, advertisers and customers are also connected. In a letter Zuckerberg wrote to investors in February 2012 - when Facebook was preparing for a listing - he advertised the company's ability to "unite people to solve major problems."
Zuckerberg said he was proud of political dialogue on Facebook
As the company grows, its complacency grows. "The Facebook community shows us that through sharing and connectivity, the world becomes smaller and better," Zuckerberg and chief operating officer of company two, Shirley Sandberg (Sheryl Sandberg) wrote in May 2012
With Facebook beginning to trade on the open market, Zuckerberg continued to make the user database key to its long-term growth potential. Zuckerberg said in January 2013 that the Facebook community has produced data about life, and they envision that Facebook's every product page is the answer to some queries, and people can find out about the internet and people around them by querying and browsing .
It used to be an effective way of looking at the world, using code to display disorganized relationships and the human world. In a conference call in October 2013, Zuckerberg explained that his company focused on "understanding the world."
"Every day, people publish billions of articles on social maps, and while doing so, they are helping create a clear model for accommodating everything."
This is not Zuckerberg's only way of looking at Facebook. Gradually, beginning in 2014, he began to portray something that is happening on Facebook in a lighter language. In his speech, Facebook and users turn to be his compliment.
In a post celebrating the site's 10th anniversary, he said he was surprised "how you used our tools to create a real community." He then explained what he meant by saying: "You share the joys and pains of your life, you set up a new home and stay in touch with the old family members, and you've built a new service and started small Business, you help each other in many ways. "
Zuckerberg had come to Facebook to change the world
For the rest of the year, he combined this new rhetoric about tools and community building with Facebook's growing ambitions. The February 2014 acquisition of WhatsApp will accelerate Facebook's process of "building an infrastructure for the global community." In July, he called for "a new global community awareness." In October last year, he went to the Indian capital New Delhi to talk about the breakthroughs in various communication technologies in the historical process - how telephones, printing presses, television, radio, railways, cars and so on "helped mankind connect with each other" and called on Indians to accept the Internet As one of the transformational technologies that build communities through connectivity.
He said Facebook allows Militi, a political figure of this rank, to speak directly with the people it serves. He praised this as a very powerful way to avoid being distorted by middlemen. During that time he made a series of presentations and meetups around the world, communicating directly with Facebook users.
Zuckerberg was delighted with Facebook's influence, saying that the Internet is the power to promote world peace. Connecting people with Facebook is building a global consensus community. He also delivered a speech to the United Nations about what he and his fellow pizza-eating partners had done together.
Just after a series of public opinion splinters and cybercriminals, Zuckerberg still said he is proud of Facebook's involvement in the political debate, arguing that it provides a broader political expression than traditional media.
"Even though most of my friends have similar opinions, the remarks by friends and friends pushed by the News Feed will still give you more different opinions than the traditional media, and I think it is a Truly important change for the world of today, "Zuckerberg said in December 2014.
The "global community" has become a rhetorical device Zuckerberg uses over and over again
Surprisingly, Zuckerberg's argument ushered in a sudden change in the ensuing. First, in an January 2016 analyst report: "Over time, despite the fact that the world has become more open, we have also seen many people in the community who are concerned about the connected world and technological advances."
Optimism persists, but apparently weakened. He continued: "The solution to these problems is crucial to the fulfillment of our mission, and we will continue our efforts to give every voice as much voice as possible, increase the benefits of connecting each other and connect the world."
At the developer conference in April of that year, he felt it necessary to put his own principles in order to deal with the growing resentment. "We advocate connecting everyone, building a global community, connecting people together, giving everyone the right to speak freely and letting ideas and cultures cross borders freely ..." he said. "But now, as I travel around the world looking around, I noticed that people and nations are moving closer to closure, contrary to the notion of an interconnected world and a global community."
In this passage, Zuckerberg once again come up with his tried and true "global community" concept of weapons. At the June 2016 Facebook Live conference, Zuckerberg showed people his ambitious vision of the future and where Facebook is.
"We are at the next stage of human civilization and we have the tools we need. Things like the Internet can be the infrastructure for global communications ... Just as we move from hunting to villages, cities and countries, I think now We should unite to form a global community, "he said. "Because of the many issues you talk about, whether it be terrorism or refugee crisis or climate change or global disease - none of these are issues that one city, one country, or a small group of people can solve alone."
Zuckerberg called for saying that although Facebook already has 2 billion users, billions of people are still missing from the world. Without Facebook, there is no progress.
Followed by the 2016 US presidential election, Zuckerberg struggling to deal with why Facebook became a fake news distribution center. In the face of the hassle of the News Feed, he can not defend his platform.
People click the mouse is easy, but the impact behind it is immeasurable
But when 2017 arrives, Zuckerberg immediately talks about Facebook "building a community". In February, he wrote a long essay detailing his vision: "Develop the social infrastructure that empowers people to create a community that serves each of us."
As we now know, sometime in the end of 2016, Mark Zuckerberg put forward some new problems to the employees. The company realized that there is a special subset of users in Facebook users, the number of about 100 million people. Zuckerberg will be part of this user is called real "meaningful community", and said that the community will soon become a social networking experience is the most important part, but also is essential in real life.
Although Zuckerberg did not point out, but if the Facebook community as part of a person's real life, he is more likely to open the Facebook APP and hang around. It is not hard to imagine that these users will share more personal life and feelings online. They may become "meaningful users" recognized by Facebook.
In July 2017, Zuckerberg sold the idea to people at the first "Community Summit" hosted by Facebook. "I started asking the question from our team: If there were nearly 2 billion people on Facebook, how could we help 100 million people make up a meaningful community?" He said. "It turns out that most of us are not looking to join the community, either in the real world or on the web."
So Facebook wants to help these people. "Within six months, we've helped more than 50% of Facebook join meaningful communities, and now we have a goal to set, and we want to help billions of people join meaningful communities."
This is the first time Zuckerberg made a "meaningful community." Previously, he was talking about "our" community, "safe" community, and "global" community. This shift is extraordinary and "meaningful" is more than just what people can do with a mouse.
"Our real goal is to think about the needs of the entire community."
As for this year's tour inspection? This is just a show of marketing, and perhaps to gather some anecdote to materialize for future speeches. In May 2017, Zuckerberg attended the Harvard graduation ceremony and made a speech, his speech can be seen by all. "People need a sense of mission," he said. "Feeling that you are part of something bigger, not just narrow-minded, feels that you need it and that there are better things waiting for us to work hard." Today, the old sense of mission The source is no longer valid, "many feel lonely and depressed."
He then put forward his own solution, saying that by building a community to find a sense of mission for everyone. This community will be global because "the wheels of history are always favoring the larger cardinals - from tribes to cities to nations - to what we can not do on our own."
This is not about looking at history from the perspective of an outsider, but on what is happening right now. "This is the dilemma facing our time, and the power of a free and open global community to counter despotism, isolationism and the forces of nationalism, exchange of knowledge, trade and the confrontation of immigrants with power prevent them." Zuckerberg Said in the speech.
If you are to persuade people to work together to make global progress, you need to first establish and consolidate small local communities. "This situation is not something the United Nations can solve because it happens at the local level. When enough people have a sense of mission and life is stable, they begin to care about others."
I do not think this is a new set of goals that Facebook has set for itself for profit or share price reasons, but from the growing lack of trust and respect between people. Facebook does not believe how the world speaks, but how the world does it and people's actions are reflected in its database.
"Our philosophy at Facebook is that our community will teach us what to do," Zuckerberg said at the end of 2016. "Our real goal is to think about the needs of our community."
Facebook wants to bring people community, meaning and sense of mission
What do communities need in this time of chaos, polarization and economic instability? Zuckerberg seems to have come to the conclusion - a sense of mission. So Facebook wants to bring people a sense of mission.
"To ensure that society is moving forward, the challenge for our generation is not just to create new jobs, but to create a new sense of mission," Zuckerberg said at a Harvard graduation ceremony.
We never know what actually counts on the "meaningful community" of the 100 million users, but it must have been strong enough that it merged with Zuckerberg's previous thoughts on a global community and crowd database to become Facebook New direction of development.
Now, they've drawn up a roadmap to build communities for people, meaning and mission. But why are these guys? Why is this company? Why is Mark Zuckerberg?
"We were just kids in college at that time, and we knew nothing about connecting the world. The mighty tech companies were everywhere and I just imagined which of them would make it." Zuckerberg Recalled in the Harvard lectures to eat pizza to create Facebook's past. "But this idea is so clear to us - everyone wants to connect, so we go down day after day, and I know many of you have a similar story: a revolution in social change is as easy as it is You think there must be someone else who will do it, but nobody will do it, only you will do it. "
For everyone to bring a sense of mission? I'm not sure there are other people who will do it.
But Zuckerberg decided to give it a try.