小扎大考：臉書商業模式的終結？ | 本周封面

07-26

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5000萬用戶數據遭泄露的醜聞曝光，讓扎克伯格與他的Facebook帝國陷入了前所未有的信任危機。平台巨頭以海量免費用戶數據換取巨額廣告利潤的商業模式將難以持續，而扎克伯格做出的改變承諾還遠遠不夠。Facebook和類似的大數據平台需要設立行業監察機構，全面獨立地審查自身處理隱私與數據的方式。如果Facebook最終成為一個受監管的公用事業公司，它的收益可能會下降80%。

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臉書劫數

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這家社交媒體巨頭面臨信譽危機。它和它所在的行業當以如下策略應對

The social-media giant faces a reputational crisis. Here is how it and the industry should respond

去年，人們已經普遍認為馬克·扎克伯格可能會在2020年競選總統，爭取領導世界上最強大的國家。而現在，這位Facebook的創始人需要竭力證明自己有能力領導全球第八大上市公司，或者這家公司應該被它的21億用戶信任。

LAST year the idea took hold that Mark Zuckerberg might run for president in 2020 and seek to lead the world』s most powerful country. Today, Facebook』s founder is fighting to show that he is capable of leading the world』s eighth-biggest listed company or that any of its 2.1bn users should trust it.

據報道，劍橋分析（Cambridge Analytica）這家與特朗普2016年競選活動有關聯的公司以可疑且可能是非法的方式獲得了5000萬Facebook用戶的數據。消息爆出後激起軒然大波。扎克伯格在五天後才做出回應，他承認Facebook過去曾讓用戶失望，但他似乎沒有意識到這家社交媒體的業務面臨更廣泛的信任危機。經過幾個月有關政治造勢和假新聞的討論，歐洲的政客以及越來越多的美國政客都認為Facebook已經失控且還否認事實。國會希望扎克伯格作證。一場嚴苛的盤問為時不遠了。

News that Cambridge Analytica (CA), a firm linked to President Donald Trump』s 2016 campaign, got data on 50m Facebook users in dubious, possibly illegal, ways has lit a firestorm. Mr Zuckerberg took five days to reply and, when he did, he conceded that Facebook had let its users down in the past but seemed not to have grasped that its business faces a wider crisis of confidence. After months of talk about propaganda and fake news, politicians in Europe and, increasingly, America see Facebook as out of control and in denial. Congress wants him to testify. Expect a roasting.

消息傳出後，投資者驚恐不已，Facebook的股價已經蒸發掉9%。後知後覺的消費者終於意識到，把數據交給如黑箱般運作的科技巨頭危險重重。智庫皮尤研究中心稱，大多數美國人已經表示不再信任社交媒體公司。扎克伯格和社交媒體行業需要改變，且刻不容緩。

Since the news, spooked investors have wiped 9% off Facebook』s shares. Consumers are belatedly waking up to the dangers of handing over data to tech giants that are run like black boxes. Already, according to the Pew Research Centre, a think-tank, a majority of Americans say they distrust social-media firms. Mr Zuckerberg and his industry need to change, fast.

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