All Things Digital

According to popular legend, Facebook founder Mark Zuckerberg once kept two versions of his business card in his wallet–-one with the title CEO, the other with “I’M CEO . . . BITCH.” Seems that before Facebook became the de facto platform of the attention economy, it was a platform for the attention-starved.

Well, there was no shortage of attention for the social-networking phenom Wednesday as it kicked off its second F8 conference in San Francisco. In a 90-minute keynote address, Zuckerberg — a spitting image of Judge Reinhold in Fast Times at Ridgemont High — offered up new details on Facebook’s new Great Apps program, the expansion of its Translation effort, and Facebook Connect, a service that will essentially transform a user’s Facebook profile into a portable Internet identity that can be extended to other Web sites. Also discussed: the company’s new mission statement and the first fruits of the fbFund, the $10 million reserve established last year to help finance new Facebook applications.

QOTD

I wish I knew.”

–Facebook CEO Mark Zuckerberg on when we’ll see a Facebook payments platform

Looks like Facebook has finally gotten around to addressing the issue of the intrusive third-party applications so prevalent in its ecosystem. “We haven’t done enough to reward Facebook’s good citizens,” Facebook CEO Mark Zuckerberg said during his f8 keynote address Wednesday. “And we haven’t punished those that have abused the Facebook ecosystem.”

With that in mind, the company is incentivizing developers to create useful applications with its new Great Apps program. Great Apps, Ben Ling, head of Facebook Platform Product Marketing says, recognizes applications that are meaningful, trustworthy and well-designed. Apps that hew to Facebook’s “Guiding Principles for Great Applications” (see image below)–they must be “social, useful, engaging, expressive, secure, respectful, transparent, clean, fast and robust”–will be given greater visibility across the site and early access to new features. The first apps to be awarded that status: iLike and Causes.

Facebook, it should be noted, plans to aggressively police its site for apps that abuse user trust and will take “enforcement actions” if necessary.

“The majority of good applications will soon come from outside Facebook, not within it.” This according to Facebook CEO Mark Zuckerberg, who announced the social network’s new “Connect” service at the company’s f8 conference today. Connect essentially allows Facebook users to authenticate into third-party Web sites using their Facebook accounts. So, for example, users could log onto a site like Digg with their Facebook identity without ever creating a new profile on Digg. “From the largest online destinations to the most obscure blog, Digg surfaces the best content as voted on by its community of 26 million,” said Digg founder Kevin Rose. “Facebook Connect will help us promote more conversations on Digg by giving Facebook’s 90 million users an opportunity to sign in to Digg with their Facebook accounts and become part of the active Digg community. This allows both Facebook and Digg users to more easily share the content they care about with the people they care about.”

Developer keys for Facebook Connect are available today. Apps should be rolling out soon.

At precisely 1:35 p.m. Pacific time, Facebook CEO Mark Zuckerberg, the guy “Rolling Stone” once described as a “Nietzschean superdork,” takes the stage and begins his address with a simple, unassuming “hey, guys.” He moves quickly on to the “Facebook Movement” and the company’s mission, which he defined while on his recent worldwide vision quest. According to Zuckerberg, Facebook’s mission is to “give people the power to share and make the world more open and connected.”

Apparently, we’ve refined things a bit since D6 and that “Facebook is about helping people to share information and share themselves” episode.

“We want to define human presence and extend it,” Zuckerberg says. “We’re working to make the world a more open place. We’re working to make people have a more open connection with each other and the world around them … We’re making the world more transparent.”

Zuckerberg says Facebook’s goal is to highlight the good in people, cultivate it, and expose the bad. “Facebook is all about transparency,” he says. “It’s good for people to be good to each other.”

“It’s good for people to be good to each other.” Sort of like Google’s (GOOG) informal “Don’t be evil” motto, but sillier.

BoomTown was right, Facebook has scored itself a “golden geek.” TechCrunch claims that Netscape/Opsware/Ning founder Marc Andreessen will join Accel Partners’ Jim Breyer, Founders Fund’s Peter Thiel and, of course, founder Mark Zuckerberg on Facebook’s board of directors. Which makes perfect sense, really. After all, as BoomTown pointed out back in May, Andreessen is “the man who was Zuckerberg before Zuckerberg was cool.”

If Microsoft is buying, Facebook ain’t selling.

Commenting on rumors that Microsoft (MSFT) may soon acquire the 98.4% of the social-networking phenom that it doesn’t yet own, Facebook CEO Mark Zuckerberg said he’d prefer to keep things as they are now. Said Zuckerberg, “You can tell, from our history and what we’ve done, that we really wanted to keep the company independent, by focusing on building and focusing on the long-term.”

And focusing too on that rumored IPO and the fantastical $15 billion valuation it’s supposed to bring with it.

(Image Credit: The Onion)

Good thing so rarely a correlation exists between a company’s public announcements and its corporate actions. Otherwise, it might be tough to parse Microsoft’s recent comments about future acquisitions in light of some rumors floating around Silicon Valley today.

While touring Japan this week, company Chairman Bill Gates told a news conference that Microsoft (MSFT) isn’t likely to pursue other deals following its withdrawal of its ill-starred takeover bid for Yahoo (YHOO). Said Gates, “Now at this point Microsoft is focused on its independent strategy.”

Windows Live General Manager Brian Hall echoed that sentiment at an analyst meeting yesterday: “We’ve withdrawn the offer and moved on, and now are focused on how we grow as fast as possible organically.”

Seems this whole Yahoo debacle has put Microsoft off acquisitions entirely. Or has it? As first reported by BoomTown’s Kara Swisher, Microsoft recently contacted Facebook to gauge the Internet company’s willingness to sell it the 98.4% of the company that it doesn’t yet own. No word on what Facebook’s reply was, although CEO Mark Zuckerberg has long said he’s not interested in selling the company. And even if he were, Facebook doesn’t exactly solve the problems that Yahoo would have. It’s hardly a viable source of online advertising …

Who says Google (GOOG) is hoarding Silicon Valley’s tech talent? In August of 2007, Gideon Yu, a Valley train-hopper with stints at Yahoo (YHOO) and then YouTube, resigned from his position at the video-sharing site shortly after it was acquired by the search engine to become CFO of Facebook. A few months later, Benjamin “bling” Ling, described as one of “Larry and Sergey’s golden boys,” left Google to run Facebook’s platform program. Then this past March, Sheryl Sandberg, Google’s vice president of global online sales and operations, bailed to join the social network as chief operating officer. Ethan Beard, Google’s director of social media, followed shortly after, taking a job as Facebook’s director of business development.

Now another prominent Googler has train-hopped to the popular social-networking company as well. As first reported by BoomTown, Elliot Schrage, vice president of global communications and public affairs at Google, is leaving the search sovereign to become Facebook’s vice president of communications and public policy.

“[Elliot Schrage] will be responsible for developing the key messages we want people to understand about our products, our business and the growing global importance of social networking and what we do,” Facebook CEO Mark Zuckerberg said in an email to employees announcing the hire. “The goal here is to help people understand how the Internet can strengthen people’s relationships. Elliot will direct our efforts to work with users, media, governments and other entities around the world to ensure that Facebook’s policies are transparent, responsive, effective and are recognized as being those things. … This is a really important role for us and one that we’ve been trying to find the right person for a while. Elliot’s role will be critical to helping us scale based on our culture that values transparency, openness and honest internal communications.”

“Elliot’s role will be critical to helping us scale based on our culture that values transparency, openness, and honest internal communications”?

Clearly, Zuckerberg meant “build from the ground up a culture that values transparency, openness and honest internal communications.” Because it’s only been about six months since the Beacon fiasco, which demonstrated how grievously the company was lacking in those qualities (see “DiaperFetishFactory.com Is Sending a Story to Your Profile,” “Epicurious Has Added a Potential Privacy Violation to Your Facebook Profile,” “Fiascobook,” and “Fiascobook, Redux“).

Perhaps if Facebook recruits enough former Googlers, it too will be able to lay claim to a silly informal motto like “Don’t Be Evil.”

Frankly, I’m kind of appalled that they’re threatening me after the work I’ve done for them free of charge, but after dealing with a bunch of other groups with deep pockets and good legal connections including companies like Microsoft (MSFT), I can’t say I’m surprised. I try to shrug it off as a minor annoyance that whenever I do something successful, every capitalist out there wants a piece of the action.”

–Facebook CEO Mark Zuckerberg, February 2004

The inane dispute over the provenance of Facebook is finally nearing resolution. According to the New York Times, Facebook is reportedly close to settling that pesky lawsuit that accused founder Mark Zuckerberg of lifting social network ConnectU’s source code and business plan when he worked for it as a programmer.

Terms of the settlement haven’t been disclosed, but one would imagine it involves a nice little financial windfall for the founders of ConnectU–brothers Cameron and Tyler Winklevoss and their colleague, Divya Narendra. Facebook’s certainly got the money to pay to make the suit go away and a very good reason to pay it. It would be poor form for the company to head into an IPO with its quaint little creation myth in dispute.