{"id":76697,"date":"2021-10-30T02:08:27","date_gmt":"2021-10-30T02:08:27","guid":{"rendered":"https:\/\/websitedesigns.com.au\/elankanew\/?p=76697"},"modified":"2021-10-30T02:12:44","modified_gmt":"2021-10-30T02:12:44","slug":"mark-zuckerberg-on-why-facebook-is-rebranding-to-meta-by-alex-heath","status":"publish","type":"post","link":"https:\/\/websitedesigns.com.au\/elankanew\/mark-zuckerberg-on-why-facebook-is-rebranding-to-meta-by-alex-heath\/","title":{"rendered":"MARK ZUCKERBERG ON WHY FACEBOOK IS REBRANDING TO META By Alex Heath"},"content":{"rendered":"<h1 class=\"c-page-title\" style=\"text-align: center;\"><span style=\"font-size: 24px; color: #800000;\">MARK ZUCKERBERG ON WHY FACEBOOK IS REBRANDING TO META By\u00a0<span class=\"c-byline__item\"><span class=\"c-byline__author-name\">Alex Heath<\/span><\/span><\/span><\/h1>\n<p><span style=\"font-size: 16px; color: #000000;\">Source:-<a style=\"color: #000000;\" href=\"https:\/\/www.theverge.com\/22749919\/mark-zuckerberg-facebook-meta-company-rebrand\" target=\"_blank\" rel=\"noopener\">theverge<\/a><\/span><\/p>\n<p id=\"pi2Hdf\" class=\"p--has-dropcap p-large-text drop-letter-f\"><span style=\"font-size: 16px; color: #000000;\"><span role=\"text\"><span class=\"sr-only\">For<\/span><\/span>\u00a0the first time in 17 years, Mark Zuckerberg has a new job title.<\/span><\/p>\n<p id=\"EZNatJ\"><span style=\"font-size: 16px; color: #000000;\">On Thursday, he officially became the CEO and chairman of Meta, the new parent company name for Facebook. The rebrand is about solidifying the social media giant as being about the\u00a0<a style=\"color: #000000;\" href=\"https:\/\/www.theverge.com\/22701104\/metaverse-explained-fortnite-roblox-facebook-horizon\" target=\"_blank\" rel=\"noopener\">metaverse<\/a>, which Zuckerberg sees as the future of the internet. Zuckerberg is staying in control of everything. He told me in an interview that, unlike the founders of Google who stepped aside in 2015 when it became part of a holding company called Alphabet, he has no plans to give up the top job.<\/span><\/p>\n<div class=\"c-float-right c-float-hang\">\n<aside id=\"2ihcuD\"><span style=\"font-size: 16px; color: #000000;\"><q>\u201cI THINK WE\u2019RE BASICALLY MOVING FROM BEING FACEBOOK FIRST AS A COMPANY TO BEING METAVERSE FIRST.\u201d<\/q><\/span><\/aside>\n<\/div>\n<p id=\"0KmuoD\"><span style=\"font-size: 16px; color: #000000;\">Instead, the change is about recognizing a shift inside the company that\u2019s already taken place. Zuckerberg has been pouring billions of dollars \u2014 at least\u00a0<a style=\"color: #000000;\" href=\"https:\/\/www.theverge.com\/2021\/10\/25\/22745381\/facebook-reality-labs-10-billion-metaverse\" target=\"_blank\" rel=\"noopener\">$10 billion this year alone<\/a>\u00a0\u2014 into building the metaverse, an expansive, immersive vision of the internet taken from the pages of sci-fi novels like\u00a0<em>Snow Crash\u00a0<\/em>and\u00a0<em>Ready Player One<\/em>. \u201cI think we\u2019re basically moving from being Facebook first as a company to being metaverse first,\u201d he told me this week over the phone. While details are slim, a unified account system is going to be introduced to span all of the company\u2019s social apps, the Oculus Quest headset, Portal, and future devices. That means you won\u2019t need a Facebook account to use the Quest.<\/span><\/p>\n<p id=\"frCjkl\"><span style=\"font-size: 16px; color: #000000;\">The rebrand to Meta, announced by Zuckerberg today at the company\u2019s annual Connect conference, has been a clandestine affair since he formally kicked off the project just over six months ago. The small handful of employees involved had to sign separate nondisclosure agreements, and Zuckerberg refused to tell me the name itself when we spoke the day before Connect. He said he had been thinking about rebranding the company ever since he bought Instagram and WhatsApp, in 2012 and 2014, but earlier this year he realized that it was time to make the change.<\/span><\/p>\n<p id=\"w9Snvv\"><span style=\"font-size: 16px; color: #000000;\">\u201cI think that there was just a lot of confusion and awkwardness about having the company brand be also the brand of one of the social media apps,\u201d he said. \u201cI think it\u2019s helpful for people to have a relationship with a company that is different from the relationship with any specific one of the products, that can kind of supersede all of that.\u201d<\/span><\/p>\n<div class=\"c-float-left c-float-hang\">\n<aside id=\"HO1dp9\"><span style=\"font-size: 16px; color: #000000;\"><q>RECENT LEAKS HAD \u201cNOTHING TO BEAR\u201d ON THE NAME CHANGE<\/q><\/span><\/aside>\n<\/div>\n<p id=\"MBCYRF\"><span style=\"font-size: 16px; color: #000000;\">Zuckerberg knows that the timing of this rebrand is suspect. Over the past few weeks, the company has been hit with a nonstop barrage of criticism, thanks to\u00a0<a style=\"color: #000000;\" href=\"https:\/\/www.theverge.com\/22740969\/facebook-files-papers-frances-haugen-whistleblower-civic-integrity\" target=\"_blank\" rel=\"noopener\">leaked internal documents<\/a>\u00a0provided to the media by a former employee named Frances Haugen. Facebook is perhaps the<em>\u00a0<\/em>most scrutinized company in the world right now, and its brand has soured in the eyes of young people. To the many critics, distancing the company brand and Zuckerberg from the name Facebook will be seen as an evasion tactic.<\/span><\/p>\n<p id=\"KeKCIn\"><span style=\"font-size: 16px; color: #000000;\">According to Zuckerberg, the current cycle of bad news \u201chad nothing to bear on this. Even though I think some people might want to make that connection, I think that\u2019s sort of a ridiculous thing. If anything, I think that this is not the environment that you would want to introduce a new brand in.\u201d<\/span><\/p>\n<figure class=\"e-image\"><span class=\"e-image__inner\"><span class=\"e-image__image \" data-original=\"https:\/\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22963952\/06_211025_CompanyEC_16x9__30fps__1080_1.gif\"><img decoding=\"async\" class=\"c-dynamic-image lazy-image lazy-loaded\" src=\"https:\/\/cdn.vox-cdn.com\/thumbor\/EXuD85lRZtaPidb4s5WnYoSTY4g=\/800x0\/filters:no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22963952\/06_211025_CompanyEC_16x9__30fps__1080_1.gif\" alt=\"\" data-chorus-optimize-field=\"main_image\" data-cid=\"site\/dynamic_size_image-1635555687_4634_154174\" data-cdata=\"{&quot;asset_id&quot;:22963952,&quot;ratio&quot;:&quot;*&quot;}\" \/><\/span><\/span><figcaption><span style=\"font-size: 16px; color: #000000;\"><em>Facebook\u2019s new company name and logo.<\/em><\/span><\/figcaption><span class=\"e-image__meta\">\u00a0<cite>GIF: Meta<\/cite><\/span><\/figure>\n<p id=\"AW0fWH\"><span style=\"font-size: 16px; color: #000000;\">The metaverse as an idea isn\u2019t new, but it wasn\u2019t thrust into the mainstream conversation until Zuckerberg started talking about it publicly earlier this year. The concept originates from\u00a0<em>Snow Crash<\/em>, a dystopian novel from the 1990s in which people flee the crumbling real world to be fully immersed in a virtual one. While he acknowledges that the origins of the word are a \u201ccon,\u201d Zuckerberg is trying to reclaim the metaverse as a utopian idea that will unlock an entirely new economy of virtual goods and services.<\/span><\/p>\n<p id=\"csrPld\"><span style=\"font-size: 16px; color: #000000;\">In the next decade, he thinks most people will be spending time in a fully immersive, 3D version of the internet that spans not just Meta\u2019s hardware such as the Quest, but devices made by others. He\u2019s pushing his teams to build technology that could one day let you show up in a virtual space as a full-bodied avatar, or appear as a hologram of yourself in the real-world living room of your friend who lives across the planet.<\/span><\/p>\n<p id=\"JCElio\"><span style=\"font-size: 16px; color: #000000;\">He\u2019s careful not to get into details, but he believes there will be a \u201cpretty important role\u201d for crypto technology like NFTs and smart contracts in the metaverse. \u201cOne of the big questions that people are going to have about virtual goods in the metaverse is, \u2018Do I really get to own this thing?\u2019\u201d he told me. \u201c\u2018Or is it just content that someone can basically just take away from me in the future?\u2019 And I\u2019m pretty sensitive to that given all the pressures that we\u2019ve had to try to navigate around censorship, and what\u2019s the definition of something that\u2019s harmful versus when you have to get in the way of people being able to express something.\u201d<\/span><\/p>\n<p id=\"Fb128j\"><span style=\"font-size: 16px; color: #000000;\">The software underpinning Zuckerberg\u2019s take on the metaverse is called Horizon. It\u2019s part\u00a0<em>Minecraft<\/em>\u00a0meets\u00a0<em>Roblox<\/em>\u00a0with an application for work collaboration as well. Next year, the company plans to introduce Project Cambria, a high-end, mixed reality headset previewed at Connect that mixes virtual graphics with the real world in full color. It will have face and eye tracking to allow for more realistic avatars.<\/span><\/p>\n<p id=\"6CVPsb\"><span style=\"font-size: 16px; color: #000000;\">Also in the works is a pair of AR glasses called Nazar\u00e9. While they are still several years out, to Zuckerberg they have the potential to be as widely used as mobile phones are today. The idea is that, unlike a VR headset that takes you out of the real world, Nazar\u00e9 will look like a normal pair of glasses with displays capable of overlaying computing onto the world around you. \u201cThese products are becoming decreasingly like what you would think of as a social media product today,\u201d he said. \u201cAnd I think just having a different identify for that is important.\u201d<\/span><\/p>\n<p id=\"lkLQWb\"><span style=\"font-size: 16px; color: #000000;\">It\u2019s unclear if this rebrand to Meta will achieve what Zuckerberg is aiming for, but there\u2019s no question that it\u2019s a bold move. The company is facing down new social media competitors, frustrated government regulators, and a new generation of potential users who view its core app as far from hip. The metaverse offers Zuckerberg a substantially new, maximalist direction to move toward. Now it needs to get to work.<\/span><\/p>\n<p id=\"MDOYa3\"><span style=\"font-size: 16px; color: #000000;\">Below is a transcript of my full interview with Zuckerberg. It has been edited for length and clarity:<\/span><\/p>\n<p id=\"DYYRZU\"><span style=\"font-size: 16px; color: #000000;\"><strong>Alex Heath: Can you explain why you\u2019re doing this rebrand?<\/strong><\/span><\/p>\n<p id=\"4xLrnN\"><span style=\"font-size: 16px; color: #000000;\"><strong>Mark Zuckerberg:<\/strong>\u00a0At a high level, we did this segment reporting change on Monday as part of earnings. So we\u2019re now looking at our business as two different segments. One for the social apps and one for future platforms basically. And the idea is that the metaverse work that we\u2019re doing is not about any one of those segments. It\u2019s not like Reality Labs is doing the work building the metaverse. It goes across all of this. The metaverse is going to be both future platforms and social experiences.<\/span><\/p>\n<p id=\"uWqHkY\"><span style=\"font-size: 16px; color: #000000;\">So we wanted to have a new brand identity that,\u00a0<a style=\"color: #000000;\" href=\"https:\/\/www.theverge.com\/2021\/10\/19\/22735612\/facebook-change-company-name-metaverse\" target=\"_blank\" rel=\"noopener\">as you reported<\/a>, is directionally aligned with the future vision that we\u2019re working towards. There\u2019s sort of a higher-level brand identity goal and then there\u2019s a more technical and functional goal. The higher-level piece is that Facebook is the iconic social media brand. And increasingly we\u2019re doing more than that. People think of us as a social media company, but the way we think about ourselves is that we\u2019re a technology company that builds technology to help people connect with each other. We think that makes us different from the other companies because everyone else is trying to work on how people interact with technology, where as we we build technologies so that people can interact with each other.<\/span><\/p>\n<div class=\"c-wide-block\">\n<figure class=\"e-image\"><span class=\"e-image__inner\"><span class=\"e-image__image \" data-original=\"https:\/\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg\"><picture class=\"c-picture\" data-cid=\"site\/picture_element-1635555687_5936_154176\" data-cdata=\"{&quot;asset_id&quot;:22964096,&quot;ratio&quot;:&quot;*&quot;}\"><source srcset=\"https:\/\/cdn.vox-cdn.com\/thumbor\/cyGCuaMyqG_AAsIXQCRiFvC3yuU=\/0x0:2040x1360\/320x0\/filters:focal(0x0:2040x1360):format(webp):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 320w, https:\/\/cdn.vox-cdn.com\/thumbor\/hJJcYBt6f3vtzMjBrI82e5TpFgI=\/0x0:2040x1360\/520x0\/filters:focal(0x0:2040x1360):format(webp):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 520w, https:\/\/cdn.vox-cdn.com\/thumbor\/qCH8isyzUd56d9J_5em7M-ZV584=\/0x0:2040x1360\/720x0\/filters:focal(0x0:2040x1360):format(webp):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 720w, https:\/\/cdn.vox-cdn.com\/thumbor\/iX7XlE5ajbY-cJrTor_Eaw5n7ko=\/0x0:2040x1360\/920x0\/filters:focal(0x0:2040x1360):format(webp):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 920w, https:\/\/cdn.vox-cdn.com\/thumbor\/p4-X0La_taTRBxZQtIupNt7lyGw=\/0x0:2040x1360\/1120x0\/filters:focal(0x0:2040x1360):format(webp):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 1120w, https:\/\/cdn.vox-cdn.com\/thumbor\/sC2613l33WjKxpaNwZh-NDU68jA=\/0x0:2040x1360\/1320x0\/filters:focal(0x0:2040x1360):format(webp):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 1320w, https:\/\/cdn.vox-cdn.com\/thumbor\/S15OikEl_DSMglyrpbwsMjA-f7o=\/0x0:2040x1360\/1520x0\/filters:focal(0x0:2040x1360):format(webp):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 1520w, https:\/\/cdn.vox-cdn.com\/thumbor\/-rgXA67RwGSTyfm61jS-UpJ3zys=\/0x0:2040x1360\/1720x0\/filters:focal(0x0:2040x1360):format(webp):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 1720w, https:\/\/cdn.vox-cdn.com\/thumbor\/8Pk33UuIyQETDcwU49p4TSFEGrI=\/0x0:2040x1360\/1920x0\/filters:focal(0x0:2040x1360):format(webp):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 1920w\" type=\"image\/webp\" sizes=\"90vw\" \/><img decoding=\"async\" src=\"https:\/\/cdn.vox-cdn.com\/thumbor\/06Pneh8RZ4-oarpULbd64OEUbxE=\/0x0:2040x1360\/1200x0\/filters:focal(0x0:2040x1360):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg\" sizes=\"90vw\" srcset=\"https:\/\/cdn.vox-cdn.com\/thumbor\/-QewAttb6oXEZR_OzOi84U4urhM=\/0x0:2040x1360\/320x0\/filters:focal(0x0:2040x1360):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 320w, https:\/\/cdn.vox-cdn.com\/thumbor\/hu2gVgG7FbWfVK8G51-u48fy22c=\/0x0:2040x1360\/520x0\/filters:focal(0x0:2040x1360):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 520w, https:\/\/cdn.vox-cdn.com\/thumbor\/DQdDiceXu7X6Q9mBcCA-JXp5mIs=\/0x0:2040x1360\/720x0\/filters:focal(0x0:2040x1360):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 720w, https:\/\/cdn.vox-cdn.com\/thumbor\/1Ubbd15ToIWQMEiP3HGRlQH67TQ=\/0x0:2040x1360\/920x0\/filters:focal(0x0:2040x1360):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 920w, https:\/\/cdn.vox-cdn.com\/thumbor\/HBRKH634JKVA0OcGnI3tEeT9eFY=\/0x0:2040x1360\/1120x0\/filters:focal(0x0:2040x1360):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 1120w, https:\/\/cdn.vox-cdn.com\/thumbor\/Kto4fmsNZAU2dkN4ExC4AbyyMT4=\/0x0:2040x1360\/1320x0\/filters:focal(0x0:2040x1360):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 1320w, https:\/\/cdn.vox-cdn.com\/thumbor\/bncxx7KF_KYhZL3UGyHukZCSUvo=\/0x0:2040x1360\/1520x0\/filters:focal(0x0:2040x1360):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 1520w, https:\/\/cdn.vox-cdn.com\/thumbor\/EZ8r4Dccfj_fXneeHW9p1ZmE_pY=\/0x0:2040x1360\/1720x0\/filters:focal(0x0:2040x1360):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 1720w, https:\/\/cdn.vox-cdn.com\/thumbor\/bktCOA8-d3SEnv1fJJ_3gjFLGpc=\/0x0:2040x1360\/1920x0\/filters:focal(0x0:2040x1360):no_upscale()\/cdn.vox-cdn.com\/uploads\/chorus_asset\/file\/22964096\/DSCF7682.jpg 1920w\" alt=\"The Meta logo looks like the symbol for infinity.\" data-upload-width=\"2040\" \/><\/picture><\/span><\/span><figcaption><span style=\"font-size: 16px; color: #000000;\"><em>A Meta logo replaced the \u201clike\u201d symbol that was previously in front of the company\u2019s HQ.<\/em><\/span><\/figcaption><span class=\"e-image__meta\">\u00a0<cite>Photo by Vjeran Pavic \/ The Verge<\/cite><\/span><\/figure>\n<\/div>\n<p id=\"lBESHR\"><span style=\"font-size: 16px; color: #000000;\">For us, it was never just about social media, and increasingly we\u2019re moving beyond that. It felt like having the brand of the company be tied to the idea of social media and one of the specific products that we\u2019re building there \u2014 because we now have Instagram and WhatsApp growing to be really important as well \u2014 felt increasingly like it didn\u2019t encompass everything that we were doing. So we wanted to shift that to have something that is more evocative of the vision that we\u2019re moving towards.<\/span><\/p>\n<div class=\"c-float-right c-float-hang\">\n<aside id=\"NcfBlf\"><span style=\"font-size: 16px; color: #000000;\"><q>\u201cIT\u2019S HELPFUL FOR PEOPLE TO HAVE A RELATIONSHIP WITH A COMPANY THAT IS DIFFERENT FROM THE RELATIONSHIP WITH ANY SPECIFIC ONE OF THE PRODUCTS.\u201d<\/q><\/span><\/aside>\n<\/div>\n<p id=\"ZNR3yx\"><span style=\"font-size: 16px; color: #000000;\">On a more functional and technical basis, I think that there was just a lot of confusion and awkwardness about having the company brand be also the brand of one of the social media apps. When people wanted to go sign into their Quest, we wanted them to sign in with their Facebook account because we wanted to have a single identity or account system for the company. Google has that, Apple has that. Microsoft has it. But for us, the issue is that if you\u2019re signing into Quest or WhatsApp or Instagram with a Facebook account, I think that there was a confusion about, \u201cAm I signing into this with my Facebook corporate account or is this going to be tied to my social media account?\u201d People had concerns on Quest. \u201cIf I don\u2019t want to use Facebook or if something happens and my account gets deactivated, is my device now going to get bricked?\u201d That\u2019s a concern that I think people shouldn\u2019t have to have. People had concerns that, \u201cIf I sign into Instagram with this or if I sign into WhatsApp with it, does that mean that my data is somehow gonna get shared over here in a way that I didn\u2019t want?\u201d<\/span><\/p>\n<p id=\"qIkHOr\"><span style=\"font-size: 16px; color: #000000;\">I think it\u2019s helpful for people to have a relationship with a company that is different from the relationship with any specific one of the products, that can kind of supersede all of that. So from a functional perspective, I thought it was very important to have that. And as I looked out several years towards launching something like Nazar\u00e9, these products are becoming decreasingly like what you would think of as a social media product today. I think just having a different identify for that is important.<\/span><\/p>\n<p id=\"RFjg4l\"><span style=\"font-size: 16px; color: #000000;\">When I thought about when was the best time to try to make that shift, it\u2019s kind of like as soon as possible once you realize that you want to do that. So that\u2019s what led us down this path. We\u2019ve been thinking about it for a long time. I formally kicked off the project earlier this year. It was a little over more than six months ago. But this is a debate that we\u2019ve been having for a long time inside the company, about whether we should do this. It\u2019s something that I\u2019ve been working with Alex Schultz on very closely since he became the CMO.<\/span><\/p>\n<p id=\"mXWjPd\"><span style=\"font-size: 16px; color: #000000;\"><strong>Is there a restructuring component of this functionally with how the organizations report to people as well? Or is it more just the brand?<\/strong><\/span><\/p>\n<p id=\"4H7UKg\"><span style=\"font-size: 16px; color: #000000;\">There\u2019s the financial reporting and segment reporting. There is the brand. There will be the account system. We\u2019re not making org changes today as part of that. That might be something that I\u2019ll consider in the future, but I don\u2019t think that\u2019s something that\u2019s near term on the horizon.<\/span><\/p>\n<p id=\"ZNpDCW\"><span style=\"font-size: 16px; color: #000000;\"><strong>You said you started this formally about six months ago. Is it at all a reaction to the brand baggage and the brand tax you guys sometimes refer to internally that Facebook has, and just wanting to distance from that? Or is it really more just looking ahead? I have to imagine it\u2019s a mix of both.<\/strong><\/span><\/p>\n<p id=\"jJwQtF\"><span style=\"font-size: 16px; color: #000000;\">We started well before the current cycle [of bad news]. I think the current cycle clearly had nothing to bear on this. Even though I think some people might want to make that connection, I think that\u2019s sort of a ridiculous thing. If anything, I think that this is not the environment that you would want to introduce a new brand in.<\/span><\/p>\n<div>\n<aside id=\"kXD2v7\"><span style=\"font-size: 16px; color: #000000;\"><q>\u201cTO ME PERSONALLY, IT WAS REALLY IMPORTANT THAT WE ARE RUNNING TOWARDS SOMETHING.\u201d<\/q><\/span><\/aside>\n<\/div>\n<p id=\"0jUTDN\"><span style=\"font-size: 16px; color: #000000;\">I think sometimes you just have to keep pushing forward. There\u2019s a lot of different aspects and attributes of these brands. There\u2019s obviously all these good and bad attributes that people ascribe to social media overall, and Facebook in particular. And these are conversations that we sort of had inside the company I think going back to, like 2014, ever since Instagram and WhatsApp joined and we became a family of apps. There was a little bit of an inherent awkwardness to having the company named after one of them. I never really considered it when I thought the primary thing that we were doing was social media, because Facebook was and still is the iconic social media brand. So it always felt a little odd to me to have a brand that was supposed to stand for social media and take Facebook out of that slot and put something else in. That felt a little odd. I wasn\u2019t sure what job that would be doing.<\/span><\/p>\n<p id=\"HyEYde\"><span style=\"font-size: 16px; color: #000000;\">But now I think the next chapter of what we\u2019re doing is coming more into focus. And I know that a lot of people are gonna have questions like the one that you asked. To what extent are we running towards something versus running away from it? And I guess all I can say is that, to me personally, it was really important that we are running towards something. And that this is a vision for the future that we\u2019re really excited about and that we\u2019re committed to and we\u2019re really going for. I wouldn\u2019t have wanted to do this if that wasn\u2019t in my heart how I felt about what we were doing.<\/span><\/p>\n<p id=\"JGzR08\"><span style=\"font-size: 16px; color: #000000;\">I know that people will kind of ascribe a lot of different reasons, and obviously there\u2019s different pros and cons of doing different things. But that was a basic litmus test for me. I wasn\u2019t gonna let us do this if I didn\u2019t feel really strongly about the thing that we were anchoring our brand on and how we were going to move forward.<\/span><\/p>\n<p id=\"PDO2Sf\"><span style=\"font-size: 16px; color: #000000;\"><strong>Do you think it helps with internal morale and recruiting as well, if you\u2019re looking ahead and you\u2019re trying to reposition how the company is thought of in the valley and where you\u2019re hiring from?<\/strong><\/span><\/p>\n<p id=\"d2j2FM\"><span style=\"font-size: 16px; color: #000000;\">I think that\u2019s an interesting question. My guess is it will help with some people, but it might also be different for some people. So I\u2019m not sure. We\u2019ve had this conversation for several months now since I\u2019ve signaled that I wanted us to become a metaverse company and be seen in this way. And I\u2019d say, overall, the sentiment is definitely positive internally about it. I think more people are very excited about it.<\/span><\/p>\n<div class=\"c-float-left c-float-hang\">\n<aside id=\"0zq0Lq\"><span style=\"font-size: 16px; color: #000000;\"><q>\u201cWE CONTINUE TO FOCUS ON BEING THE BEST AT BUILDING SOCIAL MEDIA APPS.\u201d<\/q><\/span><\/aside>\n<\/div>\n<p id=\"L9NjzS\"><span style=\"font-size: 16px; color: #000000;\">But I think it\u2019s also really important to our team, and frankly it\u2019s important to me, too, that we continue to focus on being the best at building social media apps. A lot of people come to Facebook today because that\u2019s what they want to go do. And I think it\u2019s really important to people that we are paying attention to that going forward. Billions of people use our products and we need to make sure we keep doing that well. But I do think it should be exciting to people. I think, in general, the best people want to work as part of big missions. I certainly think that the metaverse as the next chapter of the internet is going to be really exciting to a lot of the right people. I think we\u2019re clearly positioned as a company that has the most ambitious vision and the deepest commitment and investment in this area.<\/span><\/p>\n<p id=\"2O1dnZ\"><span style=\"font-size: 16px; color: #000000;\"><strong>Is part of this at all about setting up a way for you to change your role at the company in the coming years? Do you still see yourself as CEO and chairman in, say, five years?<\/strong><\/span><\/p>\n<p id=\"c9sg4h\"><span style=\"font-size: 16px; color: #000000;\">I think probably. I don\u2019t have a specific date how long I want to be doing this for. I guess what I could say is I\u2019m very excited about the next chapter of what we\u2019re doing. So I really want to go do that. So yeah, I don\u2019t have anything more to add on that. I wouldn\u2019t look at this as part of a plan to move in that direction.<\/span><\/p>\n<p id=\"lS1cgO\"><span style=\"font-size: 16px; color: #000000;\"><strong>Because you know you\u2019re gonna get the Alphabet comparisons.<\/strong><\/span><\/p>\n<p id=\"dugjnK\"><span style=\"font-size: 16px; color: #000000;\">Yeah, I think it\u2019s a fair question. I guess what I can say is that really isn\u2019t what we\u2019re doing here. I think this is more about just signaling our commitment to this vision and focusing on it, setting up a new brand architecture for the company so that way all people who use our products can have a relationship with the company that is separate from their relationship with the apps. I\u2019m very excited about what we\u2019re building. And I\u2019m pretty young. I have a lot of energy. But certainly at some point I\u2019m not [going to be] running the company. That\u2019s not really what this is about, though.<\/span><\/p>\n<p id=\"actAPC\"><span style=\"font-size: 16px; color: #000000;\"><strong>It sounds like you\u2019re implying that there\u2019s going to be a new unified account system across everything?<\/strong><\/span><\/p>\n<p id=\"RjIvPJ\"><span style=\"font-size: 16px; color: #000000;\">You\u2019ll have a Facebook account and you\u2019ll have an Instagram account. You\u2019ll also have an account with the company that\u2019s the top level. So that way if you don\u2019t want to use Facebook, you don\u2019t have to. One interesting analogy here is I think we\u2019re basically moving from being Facebook first as a company to being metaverse first. I feel like this is in a way like when Microsoft went from being Windows first to cloud first.<\/span><\/p>\n<p id=\"MywieA\"><span style=\"font-size: 16px; color: #000000;\">There were all these subtle ways in which, because the company brand was Facebook, a lot of stuff flowed through Facebook and the Facebook app in ways that may have not been optimal. Facebook is still clearly the app that people use the most out of all the ones that we do. But there are people who want to just use WhatsApp or want to just use Instagram, or just want to have Quest and be in VR or AR and not have to use these things.<\/span><\/p>\n<p id=\"duedDN\"><span style=\"font-size: 16px; color: #000000;\">So I think it\u2019s about being able to pick and choose which of the services you want to use and know that, no matter what happens to your Facebook account or your Instagram account, you\u2019re still going to have all the content that you bought in VR or all your virtual goods. You can set up an avatar and it can be tied to one of those accounts or could just be tied to your overall identity across the different family of apps. And you can use it in all these places if you want. I bet that\u2019s going to be pretty powerful.<\/span><\/p>\n<p id=\"HXHpoq\"><span style=\"font-size: 16px; color: #000000;\"><strong>Is the whole metaverse push also tied at all to\u00a0<\/strong><a style=\"color: #000000;\" href=\"https:\/\/www.theverge.com\/22743744\/facebook-teen-usage-decline-frances-haugen-leaks\" target=\"_blank\" rel=\"noopener\"><strong>the work on young adults and teens<\/strong><\/a><strong>? Kids love\u00a0<\/strong><em><strong>Roblox.<\/strong><\/em><strong>\u00a0They love\u00a0<\/strong><em><strong>Fortnite<\/strong><\/em><strong>. Is that a part of it, too?<\/strong><\/span><\/p>\n<p id=\"U1HqzS\"><span style=\"font-size: 16px; color: #000000;\">It\u2019s not the primary part of it. I do think it\u2019s important to clarify that when I\u2019m talking about what our north star demographic here is, we\u2019re talking about young adults 18 to 29, not primarily teens and certainly not primarily kids. But like college and post college, that\u2019s sort of historically been the strong base for us. And generally it continues to be a strong base. But I think it\u2019s really important that as so many more people use all our products, that we don\u2019t lose sight of that.<\/span><\/p>\n<div class=\"c-float-right c-float-hang\">\n<aside id=\"pAKlmu\"><span style=\"font-size: 16px; color: #000000;\"><q>\u201cI DON\u2019T THINK [METAVERSE IS] REALLY GOING TO BE HUGE UNTIL THE SECOND HALF OF THIS DECADE AT EARLIEST.\u201d<\/q><\/span><\/aside>\n<\/div>\n<p id=\"nGCfmW\"><span style=\"font-size: 16px; color: #000000;\">The median age of the people who use our products gets older. As we try to make our services better for everyone, I just want to make sure that the quality doesn\u2019t drift for young adults. What I\u2019ve basically told every team is whenever you\u2019re building anything now, whether you\u2019re working on feed ranking or you\u2019re building groups or you\u2019re designing Reels or video or Marketplace, keep in mind especially what\u2019s going to be important to young adults. Let\u2019s say you\u2019re building Marketplace. What young adults need to buy and sell is probably different from what people who are later in their life need to buy and sell. So there are just all these different ways that I think the products will shift to going in that direction.<\/span><\/p>\n<p id=\"kDPCX4\"><span style=\"font-size: 16px; color: #000000;\">And that certainly goes for everything that we\u2019re going to be doing around the metaverse, too. That\u2019ll be the north star demographic, the hero demographic, that we keep in mind. But a lot of what we\u2019re talking about is probably nearer term than metaverse will be. I think the work we\u2019re doing on the metaverse will be very exciting over the next few years, but I think so much fundamental stuff has to get done that I don\u2019t think it\u2019s really going to be huge until the second half of this decade at earliest.<\/span><\/p>\n<p id=\"o9QSQ2\"><span style=\"font-size: 16px; color: #000000;\">We face a lot of competition from TikTok and iMessage especially now, as well as a bunch of others that have been around forever \u2014 YouTube, Snapchat. But TikTok and iMessage are growing incredibly quickly. So I think in terms of our focus on the apps, and Facebook and Instagram in particular, that I think is going to be a bigger thing over the next one to three years. Whereas the metaverse work I think will be a little further out in terms of actually reaching a ton of people.<\/span><\/p>\n<p id=\"JYSUt9\"><span style=\"font-size: 16px; color: #000000;\"><strong>The term metaverse. I\u2019m thinking about it originating from\u00a0<\/strong><em><strong>Snow Crash<\/strong><\/em><strong>\u00a0and that dystopia that it originates from and the context of that term, does that concern you at all? It\u2019s kind of funny that it originates from people trying to flee the real world into a virtual one because the real one is crumbling. Is that something you thought about at all when you were thinking about leaning into the word?<\/strong><\/span><\/p>\n<p id=\"v4LRSU\"><span style=\"font-size: 16px; color: #000000;\">Yeah, I think that\u2019s certainly a con of it. But I think it means more than that. Obviously, the book has this whole environment around it that\u2019s sort of negative. But I don\u2019t think it has to be that way. I also think that as these technologies develop, they take on different connotations and metaphors. I would be very surprised if five years from now the main association that almost anyone had with the metaverse was about the initial mention of it in\u00a0<em>Snow Crash<\/em>. What it\u2019s going to mean to people is going to be all the use cases that they have in there and what they\u2019re able to do with it.<\/span><\/p>\n<p id=\"0U9ilN\"><span style=\"font-size: 16px; color: #000000;\">I\u2019d actually be interested to look at what the earliest mentions of the internet were. People called it the information superhighway and stuff. None of that was was super negative, but it was pretty odd when compared to how we think about it today. I think that these things are always more dynamic. I didn\u2019t want to be deterred from using what seemed like the clearest and most logical term that matched what we were building because of some negative connotations that some people have. It\u2019ll take on more meaning than that.<\/span><\/p>\n<p id=\"XLkOt2\"><span style=\"font-size: 16px; color: #000000;\"><strong>A part of Connect that interested me was you talking about crypto and new forms of governance in the metaverse. Are you working on\u00a0<\/strong><a style=\"color: #000000;\" href=\"https:\/\/www.theverge.com\/22310188\/nft-explainer-what-is-blockchain-crypto-art-faq\" target=\"_blank\" rel=\"noopener\"><strong>supporting NFTs<\/strong><\/a><strong>? It seemed to me like you were thinking about DAOs. I\u2019d be curious to know what you think of that and\u00a0<\/strong><a style=\"color: #000000;\" href=\"https:\/\/www.theverge.com\/22654785\/blockchain-explained-cryptocurrency-what-is-stake-nft\" target=\"_blank\" rel=\"noopener\"><strong>smart contracts<\/strong><\/a><strong>\u00a0in general?<\/strong><\/span><\/p>\n<p id=\"G2pi2Y\"><span style=\"font-size: 16px; color: #000000;\">I don\u2019t have anything to announce on that right now. But here\u2019s what I\u2019d say. The projects that we\u2019ve done around Novi, I do think we\u2019ve been the most forward leaning of the big tech companies around this space. So clearly we\u2019re interested in it and generally supportive of the space and think that there\u2019s an important role for it to play in the future.<\/span><\/p>\n<p id=\"qKTpu5\"><span style=\"font-size: 16px; color: #000000;\">One of the big questions that people are going to have about virtual goods in the metaverse is, \u201cDo I really get to own this thing? Or is it just content that someone can basically just take away from me in the future?\u201d And I\u2019m pretty sensitive to that, given all the pressures that we\u2019ve had to try to navigate around censorship and what\u2019s the definition of something that\u2019s harmful versus when you have to get in the way of people being able to express something. All that becomes a lot more sensitive when there\u2019s money and ownership, people pay for something. They just really want to know that their thing isn\u2019t going to be taken away.<\/span><\/p>\n<div>\n<aside id=\"Heh3pU\"><span style=\"font-size: 16px; color: #000000;\"><q>\u201cI DO THINK THAT THERE\u2019S AN IMPORTANT PLACE FOR MORE DECENTRALIZATION\u201d<\/q><\/span><\/aside>\n<\/div>\n<p id=\"fjGCyR\"><span style=\"font-size: 16px; color: #000000;\">I do think that there\u2019s a pretty important role, whether it\u2019s the current way that people are thinking about NFTs or just ways to do decentralized entitlements across the metaverse. I don\u2019t think that there\u2019s going to be only one system. But I do think that there\u2019s an important place for more decentralization across that. As more of our projects become more mature, then we\u2019ll have more to talk about in that space.<\/span><\/p>\n<p id=\"PSleKO\"><span style=\"font-size: 16px; color: #000000;\"><strong>I\u2019m wondering if you think that Facebook has faced so much scrutiny because of how it controls the flow of speech and because there\u2019s just natural tension there, and people don\u2019t like that sometimes. Or because of how top-down it is, where people have little say in how it runs or an ability to make money on the platform? I think a lot of the media scrutiny operates with the assumption that you\u2019re not stopping enough of the bad. Or that, on the more extreme end, any bad means the platform is net negative.<\/strong><\/span><\/p>\n<p id=\"BibzsP\"><span style=\"font-size: 16px; color: #000000;\">I do think, in general, the last five years have been a big learning period for me and the company. There were a lot of issues that we\u2019ve just had to build much more sophisticated programs around, whether that\u2019s around building AI systems to identify proactively all these different kinds of harmful content and act on them, building a much stronger privacy program, a lot more with encryption, all of these different things.<\/span><\/p>\n<p id=\"87yRlJ\"><span style=\"font-size: 16px; color: #000000;\">A lot of these are things that we cared about much earlier in the company and had some programs around, but we really kicked a lot of them into high gear after 2016. I think some of that was spurred by some of the scrutiny and then just us being introspective and saying, \u201cHey, I do think we should build stronger programs here.\u201d Now, in general, I\u2019m very proud of what we built there. I think it\u2019s difficult problems and you\u2019re balancing complex social equities between things like free expression and trying to address harmful content. It\u2019s impossible to ever do both perfectly. And I think that the ideal answer probably isn\u2019t to just lean in one direction fully or the other. It\u2019s to try to balance it. So then you end up not making anyone particularly happy. But I am genuinely proud of the work that we\u2019re doing there. It\u2019s an industry-leading effort. I think anyone who\u2019s serious acknowledges that. The investments and results far exceed the sophistication of anyone else.<\/span><\/p>\n<p id=\"x9M5Pw\"><span style=\"font-size: 16px; color: #000000;\">But still, when you\u2019re talking about building a new ecosystem, I just think it would undoubtedly be better to build these things in from the beginning this time. We\u2019re pretty serious about that. So the question of what are the principles. Privacy is a really important one. And so is it safety, especially if you\u2019re in such an immersive environment. You want to be able to say, \u201cHey, this person is bothering me. I need to get out of here quickly, or I want them to disappear to me.\u201d So there are all these different dynamics that we basically want to embed in the foundation of it. Interoperability is another. It\u2019s been disappointing, the level of interoperability today on the mobile internet. So hopefully we can do better in the next one.<\/span><\/p>\n<p id=\"Zn3pEx\"><span style=\"font-size: 16px; color: #000000;\"><strong>Good luck!<\/strong><\/span><\/p>\n<p id=\"NSIUcW\"><span style=\"font-size: 16px; color: #000000;\">I don\u2019t know. One thing that I\u2019ve talked about over the years is building these platforms around people instead of apps. I do think there\u2019s something to this where, if the atomic unit of this system is it\u2019s like an embodied internet and you\u2019re in it and the atomic unit is you have your avatar and your digital goods. And the different apps aren\u2019t completely different things. They\u2019re just different spaces that you can teleport to.<\/span><\/p>\n<p id=\"Eiww5N\" class=\"c-end-para\"><span style=\"font-size: 16px; color: #000000;\">I think that\u2019s an architecture that should be fundamentally more amenable to interoperability, as long as you build the right standards in from the beginning, than one where the atomic unit like our mobile platforms today is apps. And the assumption is that every app is a completely different environment and you start from nothing in each one. So I do think that there\u2019s something about how you design these things and make it more people-centric that either leans more or less towards that. So we\u2019ll see. But I think it\u2019s going to be good to try to build some of these things in from the front.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>MARK ZUCKERBERG ON WHY FACEBOOK IS REBRANDING TO META By\u00a0Alex Heath Source:-theverge For\u00a0the first time in 17 years, Mark Zuckerberg has a new job title. On Thursday, he officially became the CEO and chairman of Meta, the new parent company name for Facebook. The rebrand is about solidifying the social media giant as being about [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":76698,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"aside","meta":{"footnotes":""},"categories":[20],"tags":[29475,38440],"class_list":{"0":"post-76697","1":"post","2":"type-post","3":"status-publish","4":"format-aside","5":"has-post-thumbnail","7":"category-articles","8":"tag-mark-zuckerberg","9":"tag-meta","10":"post_format-post-format-aside"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v25.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MARK ZUCKERBERG ON WHY FACEBOOK IS REBRANDING TO META By Alex Heath - eLanka<\/title>\n<meta name=\"description\" content=\"For\u00a0the first time in 17 years, Mark Zuckerberg has a new job title.On Thursday, he officially became the CEO and chairman of Meta, the new parent company name for Facebook. The rebrand is about solidifying the social media giant as being about the\u00a0metaverse, which Zuckerberg sees as the future of the internet. Zuckerberg is staying in control of everything. He told me in an interview that, unlike the founders of Google who stepped aside in 2015 when it became part of a holding company called Alphabet, he has no plans to give up the top job.\" \/>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"MARK ZUCKERBERG ON WHY FACEBOOK IS REBRANDING TO META By Alex Heath\" \/>\n<meta property=\"og:description\" content=\"For\u00a0the first time in 17 years, Mark Zuckerberg has a new job title.On Thursday, he officially became the CEO and chairman of Meta, the new parent company name for Facebook. The rebrand is about solidifying the social media giant as being about the\u00a0metaverse, which Zuckerberg sees as the future of the internet. Zuckerberg is staying in control of everything. 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