Facebook’s Social Mission

Photo Courtesy of Reuters

February 3rd, 2012 12:23 PM


This was originally written for Dowser.org.

Can One of America’s Biggest Tech Companies Pursue its Social Mission and a Massive IPO Simultaneously?

Facebook’s IPO listing has caused quite a stir in the business community.  But, Zuckerberg writes in a lengthy letter his missions behind Facebook are not purely monetary.  Rather, he writes that Facebook was created with “a social mission — to make the world more open and connected.”   And goes on to say, “We don’t build services to make money; we make money to build better services. # 

“Facebook was not originally founded to be a company. We’ve always cared primarily about our social mission, the services we’re building and the people who use them. This is a different approach for a public company to take, so I want to explain why I think it works…” – Zuckerberg

Bear in mind that this is a letter reaching out to potential investors.  And its focus is not just on the monetary charms of getting a piece of the Facebook pie.  Rather, Zuckerberg is arguing for a more broader, more deeper social impact.  So, what was the response to this social sentiment? # 

I would suspect that Mark Zuckerberg could say whatever he wants, but he’s probably still going to find that Wall Street is going to influence how he runs his company, said Danny Sullivan, an expert on the industry and editor of the Web site Search Engine Land, to the NYTimes.

Tom Foremski, a former FT journalist and blogger, called it a “vague” social mission without an outline of how the company would use some of its profits for social impact, either through a foundation or some other charitable organization.

“But that’s about as far as he gets. He spends many paragraphs saying pretty much not much at all, wishy-washy phrases, said in different ways: how Facebook enables people to share, that sharing is good, that open government is good, and that sharing helps people’s relationships; and how it’s good to connect people, and to give people voice. At times he makes Facebook sound like a phone company. Reach out and share with someone — it makes the world a better place.”

While Facebook is anything but a social enterprise, Zuckerberg’s emphasis on the “social mission” of the company sparked debate about a multi-million (or even billion) dollar company talking about social impact but asking for $5 billion – are those two concepts compatible?

SF Chronicle echoed this: “These days I think more and more people want to use services from companies that believe in something beyond simply maximizing profits,” wrote Zuckerberg, who could be worth as much as $28.4 billion after the IPO.

Time Magazine’s Sam Gustin suggests that the two can co-exist, writing: “It’s also a dramatic example of a generational shift taking place among the entrepreneurial class, one that elevates social change as a priority along with commercial success.” What do you think – purely commercial or possibly a blended approach of social and commercial? Let us know in the comments.

Worthwhile Weekend Reads

  • Credit Suisse releases a new report on Impact Investing, which include interviews with CEO of Virgin, Richard Branson, and Mark Kramer.  See here.
  • Is all the talk actually leading to results?  Huff Post delineates how efforts at the WEF by Schwab and Skoll Foundation to sync social entrepreneurs with investors is making impact.
  • A UK-based social entrepreneur shares her journey of going from her own challenges with poverty to helping others who’ve been marginalized by society in a guest column on theGuardian.

One thought on “Facebook’s Social Mission

  1. Danielle Parsons says:

    Great article Esha! The last time I was in San Francisco was about 10 years ago. There was another fairly new start up company in the Bay Area that was growing rapidly at that time- Google.

    Facebook has opened up the world like no other company. Because I have an online business, I use Facebook often to communicate with groups that I belong to and encouraging interaction is just one feature of social media. I do hope Facebook can make a huge difference in our world and lift up those that have no opportunities.

    Many corporations are realizing that they must focus on social issues which resonant with the public. I don’t drink or advocate coffee but major coffee companies are now saying they only buy fair trade coffee. So the move is on about making the world a better place instead of just focusing in on corporate profits. We all have the Occupy movements from 2011 still in our brain.

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