Taking the Face off Facebook: Strategic and Ethical Issues (Unabridged‪)‬

Mark Zuckerberg originally intended Facebook to "accomplish a social mission - to make the world more open and connected". The company's troubled IPO compromised that lofty vision as its CEO quickly learned that he had to appease investors rather than employees and users. Hence employees had to hold unsalable stock-options and user-data became fair game. Finance is hegemonic where it plays. Taking the Face off Facebook reveals strategic and ethical challenges stemming from the need to earn as much as possible while still providing a playful air to the company's social users.