[Introduction]: The social giant Facebook was caught in a public opinion crisis after the massive outbreak of user data leakage. It was finally forced to restructure the personnel. This is the biggest adjustment since its establishment in 15 years, and the blockchain business unit will be added. From the initial campus social networking site to the growth of a social giant with more than 2 billion users worldwide, Facebook has become a model of success for the past 15 years. With the development of the company's products and business lines have become complicated, in addition to the original core Facebook application, through the acquisition of Instagram, Whatsapp and Facebook-generated independent generation of Facebook Messenger, each one is more than the user One billion important products, but because of their different origins, are not well integrated into Facebook's entire product system. The outbreak of user data leakage incidents is undoubtedly a "better" for Facebook. In recognition of the serious omissions in user data privacy protection, Facebook also realized that both internal and external communication processes and feedback mechanisms are also There are major problems that are largely due to the current architecture. Therefore, for Facebook, this restructuring is inevitable, but the data leakage incident accelerates such a process, or provides an opportunity and impetus for such architectural adjustment. This restructuring, Facebook through the internal letter of the way "low-key", the newly formed three departments of the leaders, are Facebook's "veterans", they are undoubtedly Zuckerberg's most trusted and close people, this also It will help the founder of Facebook to better grasp the situation of each business, coordinate the relationship between various businesses, and promote the benign and orderly operation of the whole organization. This week, social giant Facebook experienced the first high-level "big change" in 15 years, and replaced the person in charge of what core products including Whatsapp, Facebook Messenger and other Facebook, and established a new blockchain business related department. This round of executive adjustments by Facebook was conducted in the form of internal announcements. More than a month ago, Facebook was mired in user data leakage scandals, and up to 87 million Facebook user data was used to manipulate the US presidential election. Under the new organizational structure, Facebook has divided the company's product and engineering division into three major divisions, with the Family of Apps division led by Facebook's chief product officer Chris Cox, who was previously responsible for Facebook's core applications. After leading the new department, his responsibilities were further extended to Facebook, Instagram, Whatsapp and FB Messenger, which combined more than 5 billion users. At the same time, Facebook set up a new blockchain business unit, the original Facebook Messenger head, vice president David Macus will lead this new department. The division will be part of Facebook's three new divisions, New platforms and infra, led by Facebook's chief technology officer, Mike Schroepfer, whose role includes Facebook's augmented reality, virtual reality and artificial intelligence. business. Facebook did not officially announce the new blockchain division, but instead published it through David Macus's article on his personal Facebook page. Macus said in the article that after experiencing the extraordinary journey of leading Messenger for nearly four years, it is time to accept new challenges. Macus said that he will lead a small team to explore the possibility of better use of blockchain technology on the Facebook platform. Macus was the CEO of Paypal, the payment platform before serving as vice president of Facebook. He is currently a director of the Bitcoin exchange Coinbase. In addition to Macus, another executive who joined the new team is Kevin Weil, former vice president of Instagram products, who will report to Macus in the future. The third new division, founded by Facebook, is led by Javier Olivan, the former vice president of growth, which is known as "Central Product Services" and will include all other products as well as advertising, security and growth. In this round of departmental restructuring and restructuring, there are no executives out, but their respective areas of power have changed. The Facebook structure and executive restructuring adjustments happened just over a month after the massive outbreak of Facebook user data scandals, which caused the outside world to think about it. After the incident, Facebook founder and CEO Mark Zuckerberg has repeatedly stressed that to assume a broader responsibility (Broder responsibility), and restructuring, in fact, is a specific measure for this statement. This restructuring is the first large-scale restructuring of Facebook in 15 years. In fact, apart from the promotion of the event itself, Facebook’s own business development over the years has objectively required the social giant to re-establish its business and product lines. Combing. At present, in addition to Facebook's core applications, Facebook also has acquired Instagram, Whatsapp and Facebook Messenger, a stand-alone product derived from Facebook news. These products have not been very good in the past due to their different origins and self-contained products. Incorporate into the Facebook ecosystem. In particular, Whatsapp, despite Facebook's high cost of $19 billion, did not really integrate into Facebook's entire product system. The two founders insisted on the development of Whatsapp itself and were reluctant to change to the advertising model suggested by Facebook. ,. But the recent outbreak of data breach scandals has made the differences between Facebook and Whatsapp leadership more difficult to reconcile, and ultimately prompted the only remaining founder of Whatsapp, Jan Koum, to further integrate Facebook's important applications. The move has become a matter of course. After the new architecture is formed, Facebook's native core applications, Instagram, Whatsapp and Messenger are all led by Facebook's chief product officer Chris Cox. The total number of users in these four applications has exceeded 5 billion. The new department is for Facebook. The importance of it is self-evident. David Macus, former head of FB Messenger and vice president, led the new blockchain division and was included in the new department "New platforms and infra" led by Chief Technology Officer Mike Schroepfer. The scope has declined and there is a tendency to be marginalized. Although David Macus has been engaged in the online payment field in the past and joined Facebook as the CEO of Paypal, but has not been able to do the payment business, according to Facebook's latest first quarter earnings report, the quarter's payment business revenue even appeared year-on-year. decline. After the outbreak of user data massive breaches, Facebook painstakingly, in addition to changes from the user privacy protection policy, but also through the structural adjustment, hope to make the entire internal communication process more smooth and efficient. The heads of the newly established three departments are all Facebook veterans, and they are undoubtedly the most trusted and closest people to Zuckerberg. In terms of external communication, after experiencing the repeated passive lessons of the incident in public communication, Facebook also adjusted the public relations team. In the past, Facebook’s external public relations affairs, which Caryn Marooney was solely responsible for, are now shared by her and Rachel Whetstone. Responsible, the latter just joined Facebook last summer, they will be responsible for the public relations of the company's products and public relations at the group level. Whetstone is a public relations professional in Silicon Valley. Before joining Facebook, she was responsible for Uber's public relations and government affairs. She experienced the most serious period of the Uber crisis. She previously worked for 10 years in public relations and government affairs at Google. People said that she soon gained trust in public affairs and policy development shortly after joining Facebook. The restructuring is a self-adjustment after Facebook's painstaking efforts. If there is no previous large-scale data leakage, such adjustment may come later, but after the problem is exposed, Facebook actively seeks to change from inside to outside. 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March 11, 2024