用户和客户

精彩,广泛的播客采访(有优秀的成绩单)Vox的Ezra Klein和Facebook首席执行官马克扎克伯格之间

克莱恩: One of the things that has been coming up a lot in the conversation is whether the business model of monetizing user attention is what is letting in a lot of these problemsTim Cook, the CEO of Apple, gave an interview the other day and he was asked what he would do if he was in your shoesHe said, “I wouldn’t be in this situation,” and argued that Apple sells products to users, it doesn’t sell users to advertisers, and so it’s a sounder business model that doesn’t open itself to these problems.

Do you think part of the problem here is the business model where attention ends up dominating above all else, and so anything that can engage has powerful value within the ecosystem?

扎克伯格: You know, I find that argument, that if you’re not paying that somehow we can’t care about you, to be extremely glib and not at all aligned with the truthThe reality here is that if you want to build a service that helps connect everyone in the world, then there are a lot of people who can’t afford to payAnd therefore, as with a lot of media, having an advertising-supported model is the only rational model that can support building this service to reach people[...]

But if you want to build a service which is not just serving rich people, then you need to have something that people can affordI thought Jeff Bezos had an excellent saying on this in one of his Kindle launches a number of years backHe said, “There are companies that work hard to charge you more, and there are companies that work hard to charge you less.” And at Facebook, we are squarely in the camp of the companies that work hard to charge you less and provide a free service that everyone can use.

I don’t think at all that that means that we don’t care about peopleTo the contrary, I think it’s important that we don’t all get Stockholm syndrome and let the companies that work hard to charge you more convince you that they actually care more about you因为这对我来说听起来很荒谬。

扎克伯格的论点当然有一些东西,但他所形成的方式似乎是一家公司努力向你收取更多的钱无可否认地鼓励更多关心你,如果你可以负担得起他们的产品或服务我认为不可否认的是,Apple更关心购买其产品的数亿人,而不是Facebook关心其数十亿用户中的任何一个。

蒂姆库克的引用更适用于此这是一个长期存在的网络谚语:“当在线服务免费时,您不是客户你是产品。“无可否认,亚马逊专注于低价格但Facebook不收取低价 - 他们收取高价给他们的客户:广告商和粗略看看他们的财务状况表明他们一直在努力提高这些价格。

扎克伯格在这里采用的语言技巧是,在整个采访中没有提到这些话用户要么顾客他只说(在复数意义上)和That’s a dodge, because unlike Apple — and Amazon — Facebook’s users are not its customers — and most of the controversies they are dealing with today all stem from the fact that they favored their customers (advertisers willing to pay ever-higher sums for ever-more-invasively-targeted ads) at the expense of their users.