Facebook founder survives "Social Network" so far

Who is winning the Mark Zuckerberg PR battle? As Sony's "The Social Network," the unauthorized story of Zuckerberg and the origins of Facebook, hits theaters Friday, the answer might be both the studio and the press-shy billionaire.

Months before the film began screening, speculation was rampant in Hollywood and Silicon Valley about how Facebook and its founder would fight back against a heavily marketed film based on a controversial book that paints him in an unflattering light.



Zuckerberg chose not to hire a crisis PR team, instead employing a counterstrategy created by his company's internal corporate communications group and Outcast, its usual PR agency.



A decision was made that Zuckerberg, fearful of how his reaction might further fuel interest in the movie, would not publicly slam the film. Instead, Facebook put forward friends like Chris Hughes, a company co-founder who left in 2007 to join the Obama presidential campaign, to challenge the depiction of Zuckerberg in an August story in the New York Times.



But that article, in which "Social Network" producer Scott Rudin said that Facebook had tried unsuccessfully to convince him to change certain things in the film, set off a flurry of media attention ahead of its New York Film Festival premiere September 24.



Zuckerberg declined to cooperate with the steady stream of media requests that followed. Instead, his team aggressively sought a "prestige" venue for the 26-year-old billionaire to tell his story. They reached out to the New Yorker magazine and writer Jose Antonio Vargas for a mostly flattering profile that ran September 20.



"The most important thing was to make sure people had a fuller portrait of Mark," said Larry Yu, Facebook director of corporate communications. "That was the point of the New Yorker profile."



When pressed about the movie at public functions, Zuckerberg has playfully dismissed it as "fiction." But he has been careful not to seem too peeved by it or to attack director David Fincher or screenwriter Aaron Sorkin; Zuckerberg even cited Sorkin's "The West Wing" TV series as one of his favorites.



"The second thing was to make sure people know we think it's fiction," Yu said. "Whenever Mark is asked about it, he makes sure to say that."



Because the movie only now is being seen by the public, any impact of "Social Network" on Zuckerberg or Facebook might not be known for months. But several crisis PR specialists said they thought Zuckerberg has weathered the heavy media storm relatively well.



"In the sphere of influencers and opinion leaders, they've done a terrific job of getting it out there that the Mark Zuckerberg in the movie is not the real Mark Zuckerberg," said Allan Mayer, a publicity strategist at 42 West who has worked on several fact-based films including Oscar winners "A Beautiful Mind" and "Erin Brockovich." (42 West is handling aspects of the "Social Network" awards campaign, but Mayer is not involved.)



"Quite often, people will put together these legal-style briefs saying what's real and what's wrong," he added. "Facebook didn't do that. They were smart enough to know that that didn't matter. They just said the story in the movie isn't the real story. When you're in one of those battles for perception, all that matters is the net positive."



On the other hand, Fincher and especially Sorkin have made the media rounds expressing sympathy for Zuckerberg while arguing that the film presents multiple perspectives based on competing depositions.



"I don't want to be unfair to this young man whom I don't know, who's never done anything to me, who doesn't deserve a punch in the face."

Life and Style
Swimsuit, £245, by Agent Provocateur
fashion

Diving in at the deep end is no excuse for shirking the style stakes

Sport
Mario Balotelli, Divock Origi, Loic Remy, Wilfried Bony and Karim Benzema
transfersBony, Benzema and the other transfer targets
Sport
Yaya Touré has defended his posturing over his future at Manchester City
Voices
Spectators photograph the Tour de France riders as they make their way through the Yorkshire countryside
voicesHoward Jacobson: Line the streets for a cycling race? You might just as well watch a swarm of wasps
PROMOTED VIDEO
Life and Style
ebookA wonderful selection of salads, starters and mains featuring venison, grouse and other game
Life and Style
lifeHere's one answer to an inquisitive Reddit user's question
News
peopleDave Legeno, the actor who played werewolf Fenrir Greyback in the Harry Potter films, has died
News
Detail of the dress made entirely of loom bands
news
Life and Style
beauty
Sport
There were mass celebrations across Argentina as the country's national team reached their first World Cup final for 24 years
transfersOne of the men to suffer cardiac arrest was 16 years old
Arts and Entertainment
Armando Iannucci, the creator of 'The Thick of It' says he has
tvArmando Iannucci to concentrate on US show Veep
Sport
German supporters (left) and Argentina fans
world cup 2014Final gives England fans a choice between to old enemies
News
A mugshot of Ian Watkins released by South Wales Police following his guilty pleas
peopleBandmates open up about abuse
Sport
Basketball superstar LeBron James gets into his stride for the Cleveland Cavaliers
sportNBA superstar announces decision to return to Cleveland Cavaliers
Sport
Javier Mascherano of Argentina tackles Arjen Robben of the Netherlands as he attempts a shot
world cup 2014
Sport
Four ski officials in Slovenia have been suspended following allegations of results rigging
sportFour Slovenian officials suspended after allegations they helped violinist get slalom place
News
14 March 2011: George Clooney testifies before the Senate Foreign Relations Committee during a hearing titled 'Sudan and South Sudan: Independence and Insecurity.' Clooney is co-founder of the Satellite Sentinel Project which uses private satellites to collect evidence of crimes against civilian populations in Sudan
people
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Gadgets & Tech

    C# Developer (HTML5, JavaScript, ASP.NET, Mathematics, Entity)

    £30000 - £45000 per annum + Benefits + Bonus: Harrington Starr: C# Developer (...

    C# Integration Developer (.NET, Tibco EMS, SQL 2008/2012, XML)

    £60000 - £80000 per annum + Benefits + Bonus: Harrington Starr: C# Integration...

    PHP Web Developer (HTML5, CSS3, Jenkins, Vagrant, MySQL)

    £40000 - £45000 per annum + Benefits + Bonus: Harrington Starr: PHP Web Develo...

    JavaScript Developer (Angular, Web Forms, HTML5, Ext JS,CSS3)

    £40000 - £45000 per annum + Benefits + Bonus: Harrington Starr: JavaScript Dev...

    Day In a Page

    A History of the First World War in 100 Moments: Peace without magnanimity - the summit in a railway siding that ended the fighting

    A History of the First World War in 100 Moments

    Peace without magnanimity - the summit in a railway siding that ended the fighting
    Scottish independence: How the Commonwealth Games could swing the vote

    Scottish independence: How the Commonwealth Games could swing the vote

    In the final part of our series, Chris Green arrives in Glasgow - a host city struggling to keep the politics out of its celebration of sport
    Out in the cold: A writer spends a night on the streets and hears the stories of the homeless

    A writer spends a night on the streets

    Rough sleepers - the homeless, the destitute and the drunk - exist in every city. Will Nicoll meets those whose luck has run out
    Striking new stations, high-speed links and (whisper it) better services - the UK's railways are entering a new golden age

    UK's railways are entering a new golden age

    New stations are opening across the country and our railways appear to be entering an era not seen in Britain since the early 1950s
    Conchita Wurst becomes a 'bride' on the Paris catwalk - and proves there is life after Eurovision

    Conchita becomes a 'bride' on Paris catwalk

    Alexander Fury salutes the Eurovision Song Contest winner's latest triumph
    Pétanque World Championship in Marseilles hit by

    Pétanque 'world cup' hit by death threats

    This year's most acrimonious sporting event took place in France, not Brazil. How did pétanque get so passionate?
    Whelks are healthy, versatile and sustainable - so why did we stop eating them in the UK?

    Why did we stop eating whelks?

    Whelks were the Victorian equivalent of the donor kebab and our stocks are abundant. So why do we now export them all to the Far East?
    10 best women's sunglasses

    In the shade: 10 best women's sunglasses

    From luxury bespoke eyewear to fun festival sunnies, we round up the shades to be seen in this summer
    Germany vs Argentina World Cup 2014: Lionel Messi? Javier Mascherano is key for Argentina...

    World Cup final: Messi? Mascherano is key for Argentina...

    No 10 is always centre of attention but Barça team-mate is just as crucial to finalists’ hopes
    Siobhan-Marie O’Connor: Swimmer knows she needs Glasgow joy on road to Rio

    Siobhan-Marie O’Connor: Swimmer needs Glasgow joy on road to Rio

    18-year-old says this month’s Commonwealth Games are a key staging post in her career before time slips away
    The true Gaza back-story that the Israelis aren’t telling this week

    The true Gaza back-story that the Israelis aren’t telling this week

    A future Palestine state will have no borders and be an enclave within Israel, surrounded on all sides by Israeli-held territory, says Robert Fisk
    A History of the First World War in 100 Moments: The German people demand an end to the fighting

    A History of the First World War in 100 Moments

    The German people demand an end to the fighting
    New play by Oscar Wilde's grandson reveals what the Irish wit said at his trials

    New play reveals what Oscar Wilde said at trials

    For a century, what Wilde actually said at his trials was a mystery. But the recent discovery of shorthand notes changed that. Now his grandson Merlin Holland has turned them into a play
    Can scientists save the world's sea life from

    Can scientists save our sea life?

    By the end of the century, the only living things left in our oceans could be plankton and jellyfish. Alex Renton meets the scientists who are trying to turn the tide
    Richard III, Trafalgar Studios, review: Martin Freeman gives highly intelligent performance

    Richard III review

    Martin Freeman’s psychotic monarch is big on mockery but wanting in malice