Mark Zuckerberg: Inside Facebook


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Mark Zuckerberg’s journey from college student to the founder of one of the most influential new businesses in the world is the stuff of legend. This program tells the story of the social media Web site’s extraordinary rise using an exclusive interview with Zuckerberg and access to senior staff at the company’s Silicon Valley offices.

Filmed before Facebook became a publicly traded company, the video also examines the challenge of combining idealism with business realities, the use of Facebook as a market research database, threats from Google and others, and the critical role that Zuckerberg himself plays in determining Facebook’s prospects.

Video Segments

1. Introduction to Mark Zuckerberg (02:24) 

Mark Zuckerberg went from a college student to a multi-billionaire in just eight years thanks to the success of Facebook. He is considered one of the top ten entrepreneurs in history.
2. Facebook Content Explained (02:24) 
Software developers, venture capitalists, and entrepreneurs have gathered to listen to Mark Zuckerberg talk about the increasing importance of social media in the modern world.
3. Social Pressure to Join Facebook (02:10) 
Mark Zuckerberg shares a lot about his personal life on his publicly accessible Facebook page. He announces a new record of half a billion people using the social media site in one day.
4. Facebook Beginnings (02:53) 
Mark Zuckerberg was studying psychology and computer science at Harvard University when he began forming a vision of a more social Internet. A former professor of Zuckerberg's compares him to Bill Gates.
5. Early Zuckerberg Projects (01:53) 
Facebook was part of a social trend that included Friendster and My Space. Social networks were a feature of university life. Credit for inventing Facebook was disputed by two former Harvard students.
6. Contacting Venture Capitalists (02:46) 
Once Facebook became the most popular student network on the Internet, Mark Zuckerberg dropped out of Harvard to see if he could turn it into a viable business. He moved to California and looked for investors.
7. Multi-Billion Dollar Offers (01:40) 
A year after Facebook launched, it hit five million users. Mark Zuckerberg turned down offers from Yahoo and Microsoft. Some employees left the company because they thought it was a mistake.
8. Facebook Headquarters (01:53) 
As Facebook has grown, Mark Zuckerberg has tried to hold on to the flexibility and energy of a start-up. He is highly involved and sits at a regular desk with other employees at headquarters.
9. Creating a Profitable Business Model (03:12)
Google is famous for building an audience before finding a way to make money. Mark Zuckerberg got Sheryl Sandberg to leave Google for Facebook. Her challenge was finding a way to get advertising dollars through Facebook.
10. Distraction Platform Business Model (02:09) 
A psychologist who specializes in online behavior explains how Facebook can benefit advertisers even though users are not specifically looking for products.
11. Shift in Advertising (02:59) 
The ability to target advertising has created a new type of agency that specializes in Facebook ads. TBG has software that runs experiments on possible versions of Facebook ads.
12. Word of Mouth at Scale (02:20) 
Businesses set up their own Facebook pages that can be "liked" by other uses. These users choose to link themselves to brands and products. Buddy Media helps business talk to users.
13. Small Businesses on Facebook (01:56) 
Running Facebook pages for small businesses has become a cottage industry. Grapevine Social Media for Facebook is trying to find new clients for this service.
14. New Technology Ecosystem (02:36) 
Facebook has an amazing ability to keep users on the site. Apps made by software developers keep users coming back and spending more time on Facebook. The co-founder of a social gaming company talks about how this works.
15. Revenue from Facebook Apps (01:53) 
Two customers of a social gaming company talk about how and why they play popular games on Facebook. Special items that can be purchased in games provide revenue to Facebook.
16. Facebook Personas (03:06) 
Facebook has changed how people relate to each other. Users describe negative aspects. Many users spend more time with Facebook friends than real friends. Increased usage may be driven by a desire for distraction from reality.
17. Commercial Aspects of Facebook (01:53) 
Facebook life includes brands and businesses. Mark Zuckerberg explains social and nonsocial ads. In the past, mixing social messages with advertising has not gone well. Facebook is known for "testing the waters."
18. Who Is Facebook For? (03:17) 
Mark Zuckerberg must find ways for businesses to interact with users because advertising provides revenue to Facebook. Zuckerberg discusses privacy and the benefits of being more open.
19. Facebook's Long Term Value (04:12) 
Google launched its own social network, Google . Mark Zuckerberg explains why Facebook is superior. User concerns about privacy may have the power make or break Facebook. Keeping the trust of users will be key.
20. Credits: Mark Zuckerberg: Inside Facebook (00:43) 
Credits: Mark Zuckerberg: Inside Facebook



Grade: 6-8, 9-12

Mark Zuckerberg: Inside Facebook (DVD)
© 2011
Time: 48 Minutes

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