谈些什么呢？
So what to talk about?
谈点脸书吧
Hmm I know, let’stalk about Facebook.
如今你们中的很多人
By now most of you
已经听说了脸书中数据泄露问题
have heard about the data breach, which by the way,
脸书声称这并不是泄露
Facebook said it wasn’t a breach.
遇到危机只需记住三件事情
There are only three things toremember in a crisis: one:
第一 承认问题
acknowledge the issue.
到目前为止 脸书相关人员拒绝承认
So far Facebook refuses to acknowledge the issue. Two:
第二 高层管理人员需要为此负责
the top guy or gal has to take responsibility.
现在看起来 谢乐尔桑德伯格和
It appears that both Sheryl Sandberg and Mark
马克扎克伯格已经躲藏在坎大哈
Zuckerberg have retreated to the caves of Kandahar,
谢乐尔桑德伯格写的书名是《全身而退》
as Sheryl Sandberg is writing a book entitled Lean Out:
介绍了管理者怎样避免诸多麻烦
Leadership and How to Avoid It When It Matters Most.
第三 拨乱反正
And finally three: overcorrect.
其经典案例是泰诺事件
The role model here is Tylenol
无论股东会因此遭受多大的损失
that cleared the shelves of every bottle
强生依然回收全国货架上的泰诺
regardless of the cost to shareholder value.
到目前为止脸书负责人拒绝
Thus far Facebook has refused to do anything
做任何可能威胁到收入与股东利益的事
that might endanger earnings or shareholder value.
董事会在哪里呢？
And where is the board here?
唐纳德格拉哈姆是董事会的一员
DonaldGraham is on the board.
你们知道《华盛顿邮报》的民主消失在黑暗中了吗？
You know the Washington Post where democracy dies in the dark?
格拉哈姆先生 民主在光天化日之下消失在这里
Well Mr. Graham, democracy is dying in the full light of day here.
董事会高层他妈的在哪里呢?
Where the hell is the board of directors?
这是共和国中恶势力的兴风作浪
This is the perfect storm of bad thingsfor our commonwealth.
这个公司明显
The company clearly has no intention
没有意图做任何实质性的事去改变已经酿下的恶果
of doing anything substantive to change what has gone on here.
2016年最让人惊奇的事件是
Where the most innovative act of 2016 was the Russians
俄罗斯投资10亿美元在Facebook做政治广告 左右美国大选
taking a Trojan horse that we paid for, the
这是全世界最不可思议的事情
most innovative thing in the world, Facebook,
脸书不顾美国的颜面
and detonating it in our own face. Washington,
华盛顿他们会介入吗？
will they step in?
当然不是白宫
Absolutely not with the White House,
众议院和参议院
the House and the Senate controlled by Republicans
由支持特朗普的政党共和党控制着
and Republicans being that party of Trump
特朗普认为脸书平台的武器化和剑桥分析
and Trump perceiving the weaponization of this platform and Cambridge Analytica
对他有好处
as good for him.
除了假装正义愤愤不平的离开哥伦比亚特区
There will be absolutely nothing resembling leadership or action other
这样绝对是领导人惺惺作态的举动
than sanctimonious indignance coming out of DC.
我们从哪里看到其中的过程呢？
Where might we see some progress?
在共和党政府门口看到排了最长的一条民主党队伍
A red state attorney general who sees the fastest blue
从司法部长家蔓延到州长家
line path from the AG’s house to the governor
举行了强烈的对脸书抗议的游行
‘s mansion by making a populist argument against Facebook.
我们在哪里最可能看到真实的改变呢？
Where we’re most likely to seereal change here?
欧盟会员为脸书带来的
Brussels Europe registers a fraction of the upside with
基本上是弊大于利
with all of the downside.
他们想在脸书上耍流氓
They are about to go gangster on Facebook.
用户怎么想的呢？卸载脸书并没有成为趋势
What about consumers? Deinstall Facebook is not trending.
用户仍在脸书上记录生活
Consumers talk a big game
在某天结束的时候 想要9.99美元买下那件黑色的小礼裙
but at the end of the day they want that little black dress for $ 9.99
或者他们想在Instagram上
or they want to share their fabulous lives
与他们的朋友分享他们难以置信的经历
with their friends on their Instagram feeds.
不要从用户身上期待什么 那么广告商呢？
Don’t expect anything from the consumerhere. And what about advertisers?
广告商并没有选择权
Advertisers don’t have the option.
这是双方垄断的并不能单方面解除
Thisis a duopoly they cannot disarm unilaterally.
保洁联合利华 福特
P & G, Unilever,
将反对脸书并停止投资
Ford would love to come out against Facebook and stop advertising
他们是很好的人招聘了一些退伍军人工作
as they’re good people with a lot of veterans serving in their company.
无论如何他们不会单方面解除垄断
However they’re not going todisarm unilaterally.
如果他们宣布他们的收入 他们的电子商务销售将放缓
If they were to announce in their earnings that their e-commerce sales have slowed
因为他们拒绝为脸书做广告
because they refuse to advertise on Facebook
他们也许会因表明立场受到赞扬
they would be commended
但他们的股价也会严重下跌
for taking a stand and their stock price would decline dramatically.
腐败的公司们将遭受这样的危险
This is the danger of power corrupting companies.
当我们允许两个公司
When we allow two companies to control two-thirds
控制三分之二的数字营销市场
of all digital marketing,
这是脸书与谷歌的垄断
that is the duopoly of Facebook and Google,
我们将会因为猖獗的垄断而死亡
we end up in a situation where monopoly abuse is rampant.
唯一的解决办法是打破垄断
The only solution is they need to be broken up.
如果把脸书分为脸书 Instagram WhatsApp Messenger这几个软件呢？
What would happen if Facebook was Facebook, Instagram, WhatsApp andMessenger?
这些公司中的每个会
One of the companies would decide
成为独立公司服务各自的股东
as an independent company serving its own shareholders
这是对广告商非常得体珍贵的提议
that a pretty decent value proposition to advertisers would be
我们已经采取了安全保障措施
to say we’ve put in place the security measures and safeguards
使我们不会被外国政府武器化
such that we can’t be weaponized by a foreign government.
换句话说 我们对美国还不错 和我们一起做广告吧
In other words, we are not bad for America, advertise with us.
这听起来像一个冠冕堂皇的得到广告商的方法
That sounds like a pretty decent line to get advertisers.
不幸的是 谷歌和脸书都不需要做担保
Unfortunately neither Google nor Facebook needs to make that assurance
因为广告商没有其他选择
because advertisers have no choice.
所以这很容易抱怨
So it’s easy to complain.
脸书应该做些什么呢？
What should Facebook do?
脸书应该与美国达成合约
Facebook should enter into a contractwith America: one:
第一 他们将会迅速停止所有政治性广告 直到他们想出怎样保卫政党广告
they will stop all political advertising immediately until they figure out how to safeguard political ads. Two:
第二 他们应该迅速停止儿童社交软件Messenger Kids
they should immediately shut down Kids Messenger
直到他们做了更多的 社交软件对发育期大脑影响的
until they have more research,peer-reviewed academic research,
调查 同行互查以及学术研究
on the impact on the developing brain of social media. Three:
他们应该区分董事长与首席执行官的作用
they should separate the chairman and CEO roles
并任命一名值得信赖与利益相关的董事长
and appoint a chairman that stakeholders are assured and trust,
并能明白 公民责任与股东利益权衡的责任
understand the tension betweencivic responsibility and shareholder value.
所以有一些预测
So some predictions.
从华盛顿会诞生什么呢?什么都没有
What will come from Washington? Nothing.
从脸书中会得到什么呢？拖延与迷惑
What will come from Facebook?Delay and obfuscation.
从广告商中会看到什么呢？没有能力单方面解决垄断
What will come from advertisers? An inability to disarm unilaterally.
用户将会怎样？完全无能为力
What will come from consumers? Absolutely nothing.
民主在这个时代
Democracy is dying one like at a time here
在光天化日之下隐去了
in the full light of day.
脸书的员工们 你们也是助纣为虐者
Facebook employees, you are complicit.
我们将会在下周看到你们
We’ll see you next week.
扎克伯格先生在24小时后才站在股东立场出面沟通协调
So it’s 24 hours later and Mr. Zuckerberg addressed the issue
我认为他大错特错
and from a shareholder and communication standpoint, I thought he was really strong.
他努力多次说抱歉
He managed to say I’m sorry several
但最重要的应该是为这件事负责
times which is important to take responsibility for the issue
接着概述一系列步骤以说明
and then outlined a series of steps which created the appearance
他们已经在做补救措施
that they’re actually doing something.
然而 任他们再怎么欲盖弥彰
However any real forensic analysis
也掩盖不了他们完全不作为的事实
of what they’re actually doing is going to show that they are doing absolutely nothing. Mr.
扎克伯格先生已经有效用他自己
Zuckerberg has effectively shown up to a fire
点燃了一把火
of his own making with a squirt gun.
“嗨 当我们不在家时保姆在吸大麻不是我们的错”
“Hey it’s not our fault the nanny was smoking pot while we weren’t home.”
是的 这是你的错误 你们没有做任何真正意义的事情
Yeah it’s your fault and you’re not really doing anything. Mr.
扎克伯格先生 这不是脱离你控制中的巨大怪物
Zuckerberg, this isn’t a monster out of your control.
这是一个你可以控制的怪物
It is a monster but you have control.
这是你的责任
This is your responsibility.