Beijing time early morning of February 7, Tavis McGinn (Tavis McGinn) submitted a resume to Facebook last year, hoping to find a job in the market research department. He worked at Google for three years, planning marketing campaigns for the largest advertisers across Google's entire product portfolio. Halfway through the interview, Facebook interviewer told McGonagall that there is a job that fits him, helping the company's founder and CEO Mark Zuckerberg create his public profile.
McKin's job is very common in political campaigns, that is, carry out opinion polls, closely tracking Zuckerberg public image every minute of change.
McKin said: "This is a very unusual position. My duty is to conduct investigations and pay attention to groups around the world. For Zuckerberg, why do they like Zuckerberg? Do they believe Zuckerberg? Or have they ever heard of Marc Zuckerberg? This is especially important outside the United States. & rdquo;
McKin has designed a lot of questions about Zuckerberg's public cognition. For example, do people like Mark's speech? Do people like Marc's interview with the media? McKin said: "This is a bit like political campaigning, and you need to constantly monitor how the public understands what Mark says. If Mark had a barbecue in his backyard and had a live broadcast on Facebook, what was the response? & rdquo;
McGinn said Facebook is trying to understand the company's CEO Zuckerberg's public image, not just by simply "like" or "do not like" guidelines to measure. He said: "If Mark delivered a talk that talked about immigration, general health insurance, and education equity, then Facebook would follow all the topics Mark spoke of and watch the reactions of the public in different parts of the country. & rdquo;
In fact, many tech companies also conduct surveys to assess the public's perception of their brand. Occasionally, there are also issues in these surveys that involve the founders and CEOs of the company. Uber conducted a consumer survey last year when it was in deep trouble, asking what they think of the Uber brand and its predecessor CEO.
However, it is not uncommon to hire a full-time employee to monitor the public profile of their individual CEO. Allegedly, Facebook began monitoring the public awareness of Mark two years ago. This move reflects Zuckerberg's close ties with the Facebook brand and his own image as a Facebook spokesperson. The company often publishes announcements and statements on Mark's personal Facebook account, with Mark on Facebook about 100 million followers.
Facebook declined to comment on McKin's job.
McKin said: "Facebook is Mark, Mark is Facebook. Mark owns 60% of Facebook's voting power. So the 33-year-old CEO has the ability to take control of the user experience of 2 billion Facebook users around the world. This is unprecedented. The president of the United States is also subject to checks and balances while making decisions. Mark's power is so great that it can control Facebook as a whole. & rdquo;
McKinsey declined to disclose the results of his investigation on Facebook, saying confidentiality agreements have prevented him from doing so. But he said he would leave Facebook because he believes Facebook has had a negative impact on the world.
McGinn said: "The reason I joined Facebook because I want to have its own influence within the company, Facebook giant company has a profound impact on society, but as an outsider can not do anything. After I joined the company, my job was to monitor how Americans think of Zuckerberg, and I thought it would have an impact on how Facebook does business. Six months after I was working on Facebook, I found that it was not the case. I could not change the way the company did things. I can not change Facebook's values and culture, I may still be too optimistic. & rdquo;
After leaving Facebook, McKinsey founded a new market research firm called Honest Data. On January 27 this year, he announced the results of his survey conducted during his tenure at Facebook. The poll uses a Google Consumer Surveys consumer survey platform with 2,000 respondents. The survey listed many companies and asked respondents to pick out companies that he considered "harmful to society," and 32% of technology companies chose Facebook. In another survey, Facebook compared with big companies such as Wal-Mart and McDonald's, and 27% of respondents considered Facebook to be socially harmful.
The findings are basically in line with Mai Mai Jin's expectations, he said: "I think if the public is actively involved, the questionnaire is still very useful. I decided to leave after six months on Facebook because I felt it was a waste of time to work there. I am not very satisfied with the Facebook products, I will not be proud to say to my friends I work on Facebook, I do not think I am helping the world. & rdquo;
McKin said: "I think Facebook can have a positive impact on society, I think this depends largely on how a company defines the concept of success. The company's focus is on how to get the maximum number of users, how to obtain longer user life. From a business point of view, Facebook is doing well. But from a social point of view, that is something else. & rdquo;