????在考克斯的世界里，產(chǎn)品推介從來(lái)不僅是推介產(chǎn)品,，而是更宏大的事,。他說(shuō)：“我們正在這一代人里徹底改變?nèi)祟?lèi)相互溝通的方式?！笨伎怂寡a(bǔ)充道：“只要地球上存在兩個(gè)相知相識(shí)的人,，世界上就存在社交網(wǎng)絡(luò)圖。而展現(xiàn)每個(gè)人及其相互間關(guān)系的社交地圖則是一種全新事物,?！闭坑捌巳雱佟PO咨詢(xún)公司Class V Group的創(chuàng)始人里瑟?拜爾表示,，F(xiàn)acebook“已將路演視頻提升到了新的高度,?！?/p>

????拜爾曾經(jīng)參與過(guò)谷歌的IPO，他表示Facebook在某種程度上正試圖與潛在個(gè)人投資者和解,，其中大部分都是Facebook用戶(hù),，他們均沒(méi)能參與到Facebook早期融資活動(dòng)中。例如,，去年Facebook就被指責(zé)在銷(xiāo)售其上市前股份時(shí)只允許高盛投資（Goldman Sachs）的高端客戶(hù)購(gòu)買(mǎi),。（據(jù)了解Facebook股票發(fā)行內(nèi)幕的人士介紹，F(xiàn)acebook計(jì)劃通過(guò)一些零售券商向個(gè)人投資者出售IPO股份,。）

????拜爾說(shuō)：“直到現(xiàn)在之前,，F(xiàn)acebook都從來(lái)沒(méi)有對(duì)那些幫助建立公司的人表現(xiàn)出一絲關(guān)心。這是一次試圖與（與個(gè)人投資者）冰釋前嫌的嘗試,，我認(rèn)為它很有效,。”

????化干戈為玉帛總是明智之舉,，對(duì)于一家努力改善企業(yè)形象的公司而言更是如此,。別忘了，之前有一部關(guān)于Facebook的電影,，那部電影可不是Facebook控制得了的,，其結(jié)果是獲得奧斯卡獎(jiǎng)的《社交網(wǎng)絡(luò)》（The Social Network）對(duì)扎克伯格和Facebook可沒(méi)什么好話(huà)。因此,，F(xiàn)acebook不僅要通過(guò)這則路演視頻修復(fù)關(guān)系,，更要發(fā)出自己的聲音，為公司塑造一個(gè)更親和的形象,。拜爾說(shuō)：“這則視頻給Facebook這個(gè)龐然大物增添了人情味,。”

????譯者：項(xiàng)航

????In Cox's world, product description is never just that, but rather something more cosmic. "We are now changing within a generation the fabric of how humanity communicates with itself," he says at one point. At another he adds: "The social graph is something that has always existed as long there were two people on earth who knew each other," says Cox. "The one thing that there's never existed was a map of everybody in the world and their relationships with each other." The overall effect is compelling. Lise Buyer, the founder of Class V Group, an IPO advisory firm, says Facebook "has clearly taken the video roadshow to an entirely new level."

????Buyer, who worked at Google during its IPO, says Facebook, in part, is trying to make peace with potential individual investors -- many of whom are Facebook users -- who were shunned in earlier financing rounds. Last year, for example, Facebook came under criticism when it sold some of its pre-IPO shares, but only high-net-worth clients of Goldman Sachs (GS) were allow to buy them. (People with direct knowledge of Facebook's offering say the company plans to make some of its IPO shares available to individual investors through retail brokerage firms.)

????"Until this point, Facebook hasn't shown they cared a whit about the folks who helped to build the company," Buyer says. "This is attempt, and a successful one I think, to reach out and mend some of those fences."

????It's always smart to mend fences, especially for a company that has struggled with its corporate image. Remember that the last time there was a movie about Facebook, the company didn't have much control, and the result -- the Oscar-winning The Social Network -- wasn't particularly flattering to Zuck or Facebook. So with the video roadshow Facebook isn't just mending fences, but also telling its own story and projecting a more cuddly version of itself. Says Buyer, "This video humanizes the behemoth."