I agree with the popular take on Sarah Lacy's Zuckerberg interview at SXSW to this degree: The audience was revolting. Lacy threw an unbecomingly petulant tantrum on stage. But the Twitter reaction was equally self-indulgent. The debates over her performance obscured the man who should have been under the microscope: Mark Zuckerberg. As a speaker, Facebook's CEO is trying to model himself after Steve Jobs. He's gotten help from Bill Clinton's former speaking coach. But so far, all he's learned is the fine art of saying nothing.
A criticism leveled at Lacy: She didn't ask tough questions. That charge is baseless. Zuckerberg just didn't answer the tough questions she posed. "We're not focused on that," said Zuckerberg in what's becoming his now-standard dodge. Zuckerberg couldn't articulate what Facebook was focused on, except for vague talk of "building a platform." (As panel host Heather Gold proved at a later session with Twitter's Evan Williams, if you ask a startup founder what a platform actually is, you'll never get a meaningful answer.)
A second critique: There was no real news. Lacy did herself no favors by trying to argue that getting Zuckerberg to confirm old revelations, like Yahoo's offer to buy Facebook, constituted a scoop. Facebook à la française? Quelle surprise.
What Zuckerberg needs to learn from his hero: The art of saying something. Jobs keeps his magic alive by only appearing on stage when he has something to announce. Zuckerberg is the boss; he could have held news for this event, or pushed to get products launched in time for him to talk about them.
At his keynote yesterday, Zuckerberg talked a good game about learning to be a CEO, giving up direct oversight of the product in exchange for "setting the tone" for Facebook. He's talking a good game — but under pressure, he reverts to geek form. Later today at SXSW, Zuckerberg is crashing a Facebook developer meetup, where he's going to take questions — the Q&A the audience howled for at the end of Lacy's interview.
Doesn't he have an evangelist to whom he can delegate the mundane task of placating needy Web programmers? He does, but he won't. For Zuckerberg, talking shop comes naturally. Running one is hard.




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Comments
video or it didn't happen.
@ryanmerket: [valleywag.com]
Thanks for the fair take on this interview. I agree that Lacy asked some good/tough questions but they were dodged. I wasn't aware there was a silent twitter mutiny underway and was myself becoming annoyed with the interview because Zuckerburg was being repetitive and side-stepping good questions. I was really surprised by and disappointed in the way the audience reacted.
More video here: [valleywag.com]
A platform is the house of cards you're constructing your own house of cards on.
If facebook was public I'd be shorting as much stock as I could get my jew claws on. $Overhyped++;
I have to chew back a little vomit every time I hear a tech company mention a 'platform'.
-mike
But, um, like, I have a hard time respecting someone "as a journalist" if they like, always, like, talk like this.
@bgj: Has any pure social site gone public? Livejournal, MySpace and all of the others that come to mind became part of a larger conglomerate, but I don't think that any flavor-of-the-year social site could hold up in the market because they'd just become trading stocks, playthings for the daytraders and not real investments suitable for anyone's 401K.
@CaliforniaCajun I, like, totally, like, agree. She sounds like she's flirting with him more than she does professional. If she's going to flirt and still keep on track, she needs to watch the afternoon talk show hosts more (or Natali Del Conte)
Have any of you been on a date with a geek? DEER IN HEADLIGHTS. This is the typical dynamic just witnessed on stage.
There were some good questions, just not good answers. A reporter NEEDS to have something to work with.
I think some geek socialization classes are in order. Charisma might be a side effect.
The leader of the social internet has no social skills. Think about that.
@Magister: And facebook has resisted selling. They're going to need go public one day to make their VCs money if they ain't selling.
@D IS FOR DENTATA: but I don't see you volunteering to date any valleywag readers...
Zuckerberg didn't say anything because he doesn't have anything to say. This guy got lucky with a "right place, right time" idea and some clever engineers. He's been out of his league ever since. Facebook has jumped the shark.
@sample032:
Volunteering? I have my own laundry to do. More like dodging most in need of second mamas. If the Valleywag reader happens to be an unsocialized geek who can't talk the talk, I'll pass.
I have it from firsthand experience that there's a market for "Geek Socialization" ... start with basics before these guys get have a PR team sicked on them. They're a certain breed to be handled. They CAN be wildly smart but duuuhhuuurrrrr in such basic ways.
@appetite:
You have a valid point.
Imagine getting "time-capsuled" as an awkward early-20s guy because you have a business to run?
@OaklandTechie: He stole the code from others. I don't know about him being at the "right" place at the "right" time because he isn't gaining anything other than attention. If anyone believes that the fb "platform" is anything special or is non-reproducible by a couple of Indian kids in a weekend, then they have issues and should deserve to lost money on any investments.
Here's the problem with geeks.
Nobody bitches and moans more than geeks about whether someone's on stage or online performance is good. I've received it myself when I appear on online shows. Used to upset me like it probably upset Sarah Lacy, but now I know that complaining is in geeks' DNA. They HAVE to do it.
I actually got so frustrated going to so many bad panel sessions that I wrote an article entitled "More Schmooze, Less Snooze: How to Deliver 'The Most Talked About' Conference Session." It's got advice for moderators, panelists, and even attendees.
So I complained, but hopefully I'm being constructive. :)
Online: [sparkmediasolutions.com]
PDF: [tinyurl.com]
David
@D IS FOR DENTATA: You know, I think she should just have spiked his water with some E.
@raincoaster:
That's one way to grease the wheels.
And then this whole fiasco would have been tagged under "LET'S GET THIS PARTY STARTED" to borrow from another rag.
Twitter is just another gimmick fade that people will get bored with, as far as the interview, Mark is not a very good speaker and he probably should step down as CEO and let someone with more experience run the company, as he comes off as some Jr High School kid and is hard to take seriously, he is like Doogy Houser CEO.
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