Opera at SXSW 2008

Zuckerberg started with a discussion of what Facebook is trying to do recently—he began with a pretty generic discussion of “allowing people to connect.” He also mentioned that Facebook is now launching globally in Spanish and other languages. In addition, he shared a number of stories: folks in Columbia using Facebook to revolt, youth in the Middle East connecting with friends in Europe (and being exposed to cultures they would otherwise not find out about), political movements that use Facebook to make sure voices are heard, an upcoming launce in France.

When asked about Facebook’s relationship with Microsoft, Zuckerberg showed some spin savvy by saying he wanted to “step back” and talk more about how “making money” isn’t necessarily the only goal. Instead, Zuckerberg insisted that Facebook only wanted to “monetize” (yes, he used that word) in a way that allowed people to communicate more efficiently. Still, as much as he attempted to do the business speak thing, Zuckerberg seemed (as he has when I’ve seen him in the past) uncomfortable talking to a large crowd (he’s getting better.)

On the disaster that was Beacon: Zuckerberg tried to explain it as something very innocent: “letting people take actions…and share those back with their friends on Facebook.” But he admits mistakes, and he says they’re “learning as a company.” The discussion of Beacon led to a broader discussion of privacy, and Zuckerberg talked of giving users more “granular control” over their information: “Almost across the board, all the mistakes we’ve made have been because we haven’t given people enough control.”

On building “trust” structures: Zuckerberg talked about shifting away from policies that simply filter spammers that reach a certain threshold and toward policies that allow people/companies to build trust. The more you prove that people trust your content, the more you’ll be able to send content.

Going to compete with iTunes? At this point, Zuckerberg says he has “nothing to talk about right now.” He was vague on this. It doesn’t sound like they have any specific plans here, but I wouldn’t rule it out.

On going public: Zuckerberg says they’re not opposed to that (and that they’d possibly do it) but that it’s not the main focus. “It’s not that we don’t want to do it, we’re just not focused on it.” Zuckerberg continued this line throughout the whole interview, and I think he’s sincere (for the most part.) When pushed on this, he will coyly admit that he’s interested in making money, but he will also insist that it’s more about “building a platform that will fundamentally change the way people communicate.”

The biggest problem with this Keynote was that the interviewer – Sarah Lacy of Business Week– was giddy and over the top. She continually cut him off in the middle of answers, and she was leaning back in her chair, giggling, and acting like she was having a chat with her pal Mark. Overall, the interview felt disconnected and scattered. Many questions and jokes fell flat, and folks sitting around me were continually rolling their eyes and groaning. Oh, and she even found to plug her book at least twice.

Zuckerberg: How do you know all this stuff about me that I don’t even know?
Lacy: I wrote a book about you! (giggle, giggle)

Gross.

All of this grandstanding was not lost on Zuckerberg. When Lacy complained that Zuckerberg wasn’t giving much in response to a question, Mark responded with “well, you have to ask a question.” This received a HUGE ovation. It turns out everyone was pretty much fed up with Lacy’s bit by the end of the interview. Zuckerberg was a sport (and he seemed to be used to Lacy's antics), but it's a shame that the interviewer stood in the way of what could've been a more interesting conversation.