扎克伯格曾考慮清空所有人在臉書上的好友列表
Beatrice Nolan
2025-04-18
? Meta首席執(zhí)行官馬克·扎克伯格曾提出清空用戶在臉書（Facebook）上的好友列表,，以提升平臺(tái)的影響力,。此郵件內(nèi)容是在美國(guó)聯(lián)邦貿(mào)易委員會(huì)（FTC）針對(duì)Meta提起的具有里程碑意義的反壟斷訴訟中披露的。美國(guó)聯(lián)邦貿(mào)易委員會(huì)試圖撤銷Meta對(duì)Instagram和WhatsApp的收購(gòu),，但該公司堅(jiān)稱,，在競(jìng)爭(zhēng)激烈且瞬息萬(wàn)變的數(shù)字市場(chǎng)環(huán)境下,，它并不具備壟斷權(quán)力。
Meta首席執(zhí)行官馬克·扎克伯格周一在針對(duì)該公司的具有里程碑意義的反壟斷審判中出庭作證,。
扎克伯格過(guò)往的諸多往來(lái)郵件被作為證據(jù)提交,，其中包括一封2022年的郵件。當(dāng)時(shí)這位Meta掌舵人提出了一項(xiàng)“瘋狂”的策略,，旨在扭轉(zhuǎn)臉書文化影響力持續(xù)下滑的局面：清空所有用戶的好友網(wǎng)絡(luò),。
2022年，扎克伯格在發(fā)給Meta高管的信息中提及：“方案一：加大力度強(qiáng)化交友功能,。有個(gè)想法或許有些瘋狂,，考慮清空所有人的社交關(guān)系圖譜，讓用戶重新構(gòu)建社交網(wǎng)絡(luò),?！?/p>
此信息是針對(duì)當(dāng)時(shí)人們對(duì)臉書影響力日漸式微的擔(dān)憂而提出的，信息中暗示,，該公司可以通過(guò)清空現(xiàn)有的好友關(guān)系,，鼓勵(lì)用戶從頭開始重新構(gòu)建社交網(wǎng)絡(luò)，進(jìn)而重燃用戶的參與熱情,。
這一提議在公司內(nèi)部遭到了部分人員質(zhì)疑,。當(dāng)時(shí)的臉書負(fù)責(zé)人湯姆·艾莉森（Tom Alison）警告稱，此舉可能會(huì)擾亂平臺(tái)的關(guān)鍵功能,，尤其是Instagram上的功能,。
他在回復(fù)這位Meta掌舵人時(shí)寫道：“鑒于我深知好友使用場(chǎng)景之于Instagram的重要性，我對(duì)你提議的方案一（加大力度強(qiáng)化交友功能）的可行性存疑,?！?/p>
不過(guò)，扎克伯格進(jìn)一步推進(jìn)了這一想法,，并質(zhì)疑從基于好友的模式轉(zhuǎn)變?yōu)榛陉P(guān)注者的模式是否可行,。
不過(guò)，正如扎克伯格周一在法庭上指出的那樣,，該提議實(shí)際上從未付諸實(shí)踐,。但此封郵件彰顯出Meta對(duì)于在瞬息萬(wàn)變的數(shù)字環(huán)境中維持競(jìng)爭(zhēng)力的深切關(guān)注。
Meta的反壟斷審判
Meta首席執(zhí)行官在2008年寫的另一封內(nèi)部郵件,，正是當(dāng)下美國(guó)聯(lián)邦貿(mào)易委員會(huì)針對(duì)該平臺(tái)提起的反壟斷訴訟（此案正在審理中）的核心內(nèi)容,。在這封郵件中，他寫道：“與其展開競(jìng)爭(zhēng),，不如收購(gòu),。”
周一正式開庭的這場(chǎng)庭審,，是美國(guó)聯(lián)邦貿(mào)易委員會(huì)歷經(jīng)多年對(duì)Meta收購(gòu)Instagram和WhatsApp一案調(diào)查后的成果呈現(xiàn),。美國(guó)聯(lián)邦貿(mào)易委員會(huì)指控該公司收購(gòu)這些競(jìng)爭(zhēng)平臺(tái)意在遏制行業(yè)競(jìng)爭(zhēng),，進(jìn)而在社交媒體市場(chǎng)構(gòu)建非法壟斷地位。倘若Meta敗訴,，它可能會(huì)被迫剝離Instagram和WhatsApp,。
Meta堅(jiān)稱，競(jìng)爭(zhēng)格局已然發(fā)生了翻天覆地的變化,，如今它需直面眾多強(qiáng)勁對(duì)手,，包括TikTok、油管（YouTube）,、iMessage等,。
該公司在一份聲明中表示：“庭審所呈現(xiàn)的證據(jù)將證實(shí)全球每一個(gè)17歲的年輕人都心知肚明的事實(shí)：Instagram、臉書和WhatsApp與TikTok,、油管,、X、iMessage以及許多其他平臺(tái)展開競(jìng)爭(zhēng),。在美國(guó)聯(lián)邦貿(mào)易委員會(huì)審查并批準(zhǔn)我們的收購(gòu)交易十多年后,，該委員會(huì)在本案中的舉措傳遞出一種信號(hào)：任何交易都不存在真正意義上的板上釘釘。監(jiān)管機(jī)構(gòu)應(yīng)支持美國(guó)創(chuàng)新,，而非試圖拆分一家卓越的美國(guó)公司,。”
專家指出,，美國(guó)聯(lián)邦貿(mào)易委員會(huì)在舉證環(huán)節(jié)將面臨嚴(yán)峻挑戰(zhàn),。Meta在近期的一份法庭文件中強(qiáng)調(diào)，美國(guó)聯(lián)邦貿(mào)易委員會(huì)需證明該公司在當(dāng)下市場(chǎng)環(huán)境中占據(jù)壟斷地位,，而非依據(jù)過(guò)去數(shù)年的狀況進(jìn)行判定,。這一要求極有可能成為監(jiān)管機(jī)構(gòu)前行道路上的一大阻礙，因?yàn)樽訫eta收購(gòu)WhatsApp和Instagram以來(lái),，市場(chǎng)競(jìng)爭(zhēng)格局已然發(fā)生了翻天覆地的變化,，諸如TikTok等新興且實(shí)力強(qiáng)勁的競(jìng)爭(zhēng)對(duì)手已強(qiáng)勢(shì)崛起。
Meta面臨的風(fēng)險(xiǎn)仍然很大,，因?yàn)楸黄葎冸xInstagram可能會(huì)使其廣告收入銳減多達(dá)50%,。
《財(cái)富》雜志在正常工作時(shí)間之外向Meta發(fā)出置評(píng)請(qǐng)求，但Meta的代表未立即作出回應(yīng),。（財(cái)富中文網(wǎng)）
譯者：中慧言-王芳
? Meta首席執(zhí)行官馬克·扎克伯格曾提出清空用戶在臉書（Facebook）上的好友列表,，以提升平臺(tái)的影響力。此郵件內(nèi)容是在美國(guó)聯(lián)邦貿(mào)易委員會(huì)（FTC）針對(duì)Meta提起的具有里程碑意義的反壟斷訴訟中披露的,。美國(guó)聯(lián)邦貿(mào)易委員會(huì)試圖撤銷Meta對(duì)Instagram和WhatsApp的收購(gòu),，但該公司堅(jiān)稱，在競(jìng)爭(zhēng)激烈且瞬息萬(wàn)變的數(shù)字市場(chǎng)環(huán)境下，它并不具備壟斷權(quán)力,。
Meta首席執(zhí)行官馬克·扎克伯格周一在針對(duì)該公司的具有里程碑意義的反壟斷審判中出庭作證。
扎克伯格過(guò)往的諸多往來(lái)郵件被作為證據(jù)提交,，其中包括一封2022年的郵件,。當(dāng)時(shí)這位Meta掌舵人提出了一項(xiàng)“瘋狂”的策略，旨在扭轉(zhuǎn)臉書文化影響力持續(xù)下滑的局面：清空所有用戶的好友網(wǎng)絡(luò),。
2022年,，扎克伯格在發(fā)給Meta高管的信息中提及：“方案一：加大力度強(qiáng)化交友功能。有個(gè)想法或許有些瘋狂,，考慮清空所有人的社交關(guān)系圖譜,，讓用戶重新構(gòu)建社交網(wǎng)絡(luò)?！?/p>
此信息是針對(duì)當(dāng)時(shí)人們對(duì)臉書影響力日漸式微的擔(dān)憂而提出的,，信息中暗示，該公司可以通過(guò)清空現(xiàn)有的好友關(guān)系,，鼓勵(lì)用戶從頭開始重新構(gòu)建社交網(wǎng)絡(luò),，進(jìn)而重燃用戶的參與熱情。
這一提議在公司內(nèi)部遭到了部分人員質(zhì)疑,。當(dāng)時(shí)的臉書負(fù)責(zé)人湯姆·艾莉森（Tom Alison）警告稱,，此舉可能會(huì)擾亂平臺(tái)的關(guān)鍵功能，尤其是Instagram上的功能,。
他在回復(fù)這位Meta掌舵人時(shí)寫道：“鑒于我深知好友使用場(chǎng)景之于Instagram的重要性,，我對(duì)你提議的方案一（加大力度強(qiáng)化交友功能）的可行性存疑?！?/p>
不過(guò),，扎克伯格進(jìn)一步推進(jìn)了這一想法，并質(zhì)疑從基于好友的模式轉(zhuǎn)變?yōu)榛陉P(guān)注者的模式是否可行,。
不過(guò),，正如扎克伯格周一在法庭上指出的那樣，該提議實(shí)際上從未付諸實(shí)踐,。但此封郵件彰顯出Meta對(duì)于在瞬息萬(wàn)變的數(shù)字環(huán)境中維持競(jìng)爭(zhēng)力的深切關(guān)注,。
Meta的反壟斷審判
Meta首席執(zhí)行官在2008年寫的另一封內(nèi)部郵件，正是當(dāng)下美國(guó)聯(lián)邦貿(mào)易委員會(huì)針對(duì)該平臺(tái)提起的反壟斷訴訟（此案正在審理中）的核心內(nèi)容,。在這封郵件中,，他寫道：“與其展開競(jìng)爭(zhēng)，不如收購(gòu),?！?/p>
周一正式開庭的這場(chǎng)庭審，是美國(guó)聯(lián)邦貿(mào)易委員會(huì)歷經(jīng)多年對(duì)Meta收購(gòu)Instagram和WhatsApp一案調(diào)查后的成果呈現(xiàn)。美國(guó)聯(lián)邦貿(mào)易委員會(huì)指控該公司收購(gòu)這些競(jìng)爭(zhēng)平臺(tái)意在遏制行業(yè)競(jìng)爭(zhēng),，進(jìn)而在社交媒體市場(chǎng)構(gòu)建非法壟斷地位,。倘若Meta敗訴，它可能會(huì)被迫剝離Instagram和WhatsApp,。
Meta堅(jiān)稱,，競(jìng)爭(zhēng)格局已然發(fā)生了翻天覆地的變化，如今它需直面眾多強(qiáng)勁對(duì)手,，包括TikTok,、油管（YouTube）、iMessage等,。
該公司在一份聲明中表示：“庭審所呈現(xiàn)的證據(jù)將證實(shí)全球每一個(gè)17歲的年輕人都心知肚明的事實(shí)：Instagram,、臉書和WhatsApp與TikTok、油管,、X,、iMessage以及許多其他平臺(tái)展開競(jìng)爭(zhēng)。在美國(guó)聯(lián)邦貿(mào)易委員會(huì)審查并批準(zhǔn)我們的收購(gòu)交易十多年后,，該委員會(huì)在本案中的舉措傳遞出一種信號(hào)：任何交易都不存在真正意義上的板上釘釘,。監(jiān)管機(jī)構(gòu)應(yīng)支持美國(guó)創(chuàng)新，而非試圖拆分一家卓越的美國(guó)公司,?！?/p>
專家指出，美國(guó)聯(lián)邦貿(mào)易委員會(huì)在舉證環(huán)節(jié)將面臨嚴(yán)峻挑戰(zhàn),。Meta在近期的一份法庭文件中強(qiáng)調(diào),，美國(guó)聯(lián)邦貿(mào)易委員會(huì)需證明該公司在當(dāng)下市場(chǎng)環(huán)境中占據(jù)壟斷地位，而非依據(jù)過(guò)去數(shù)年的狀況進(jìn)行判定,。這一要求極有可能成為監(jiān)管機(jī)構(gòu)前行道路上的一大阻礙,，因?yàn)樽訫eta收購(gòu)WhatsApp和Instagram以來(lái)，市場(chǎng)競(jìng)爭(zhēng)格局已然發(fā)生了翻天覆地的變化,，諸如TikTok等新興且實(shí)力強(qiáng)勁的競(jìng)爭(zhēng)對(duì)手已強(qiáng)勢(shì)崛起,。
Meta面臨的風(fēng)險(xiǎn)仍然很大，因?yàn)楸黄葎冸xInstagram可能會(huì)使其廣告收入銳減多達(dá)50%,。
《財(cái)富》雜志在正常工作時(shí)間之外向Meta發(fā)出置評(píng)請(qǐng)求,，但Meta的代表未立即作出回應(yīng)。（財(cái)富中文網(wǎng)）
譯者：中慧言-王芳
? Meta CEO Mark Zuckerberg once floated the idea of wiping users’ Facebook friends to boost the platform’s relevance. The email was revealed as part of the FTC’s landmark antitrust case against Meta. The FTC is seeking to unwind Meta’s acquisitions of Instagram and WhatsApp, but the company maintains it does not hold a monopoly power in a highly competitive and rapidly evolving digital marketplace.
Meta CEO Mark Zuckerberg took the witness stand on Monday amid a landmark antitrust trial against the company.
Various emails from Zuckerberg’s past communication were introduced as evidence, including one from 2022, when the Meta boss proposed a “crazy” strategy to boost Facebook’s waning cultural relevance: deleting all users’ friend networks.
“Option 1. Double down on Friending,” Zuckerberg wrote in a 2022 message to senior Meta executives. “One potentially crazy idea is to consider wiping everyone’s graphs and having them start again.”
The message, suggested in response to growing concerns about Facebook’s weakening relevance, suggested that the company could revitalize user engagement by eliminating existing friend connections and encouraging users to rebuild their networks from scratch.
The proposal was met with skepticism from some within the company. Tom Alison, the head of Facebook at the time, cautioned that such a move could undermine critical platform functionality, particularly on Instagram.
He responded to the Meta boss, writing, “I’m not sure Option #1 in your proposal (Double-down on Friending) would be viable given my understanding of how vital the friend use case is to IG.”
Zuckerberg pressed the idea further, however, questioning whether a shift from a friend-based model to a follower-based model might be feasible.
Though the proposal was never actually implemented, as Zuckerberg noted in court on Monday, the email reveals how concerned Meta was with remaining competitive in a rapidly evolving digital landscape.
Meta’s antitrust trial
A separate internal email, written by the Meta CEO in 2008, is at the heart of the FTC’s ongoing antitrust case against the platform. In it, he wrote, “It is better to buy than compete.”
The trial, which began Monday, is the result of a years-in-the-making case over Meta’s acquisitions of Instagram and WhatsApp. The FTC’s case alleges the company bought the rival platforms to squash competition and establish an illegal monopoly in the social media market. If Meta loses the case it could be forced to break off Instagram and WhatsApp.
Meta insists that the competitive landscape has shifted dramatically and that it now contends with a host of formidable rivals including TikTok, YouTube, iMessage, and more.
“The evidence at trial will show what every 17-year-old in the world knows: Instagram, Facebook and WhatsApp compete with Chinese-owned TikTok, YouTube, X, iMessage and many others. More than 10 years after the FTC reviewed and cleared our acquisitions, the Commission’s action in this case sends the message that no deal is ever truly final. Regulators should be supporting American innovation, rather than seeking to break up a great American company and further advantaging China on critical issues like AI,” the company said in a statement.
Experts say the FTC will face an uphill battle in proving its case, pointing to a recent court filing in which Meta emphasized that the FTC must demonstrate the company holds monopoly power in the current market—not based on conditions from years past. This requirement may be a hurdle for regulators, as the competitive landscape has evolved significantly since Meta acquired WhatsApp and Instagram with new powerful rivals like TikTok gaining ground.
The risks for Meta are still significant, as a forced divestiture of Instagram could slash its advertising revenues by as much as 50%.
Representatives for Meta did not immediately respond to a request for comment from Fortune, made outside normal working hours.
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