Pass It On: Content, Marketing To Be Shaped By Social Media
According to Kirkpatrick, Zuckerberg's philosophy and approach reflects his generation's belief that transparency makes us better people, and the more the world knows about us, the better we will be. Unlike baby boomers, the average 20-something today accepts this as intrinsically true, he says. "There is a generational divide that is serious," he says. "Even if Facebook tomorrow had a huge performance crisis or privacy crisis and went away, something else would come along that made it happen even faster, so this world is changing, there's nothing we can do about it and we have to learn to surf that way."
The takeaway for publishers, he says, is to stop disparaging the medium and figure out how to make content shareable, as well as how to think in terms of making the "social piece" effective for advertisers.
Referring to a list of magazines with the most Facebook friends, Kirkpatrick noted this was only the beginning. "Everyone on that list obviously has a lot to be proud of, and still obviously a lot more work to do, because nothing is static in this world."