我们为何爱看Facebook的笑话？

    而Facebook要解决同样的问题，就需要把公众注意力从扎克伯格转移到公司本身。赖尼指出：“发布几则关于扎克伯格的趣闻并不解决问题。我感觉他们会利用媒体来编织关于公司的动人故事。”

    邓恩说，那得有耐心，Facebook并不需要传统的广告宣传，因为其品牌早已街知巷闻。公司应该采用全新的公关策略，把注意力从对神童CEO的宣传转移到让人们乐于登录网站。Facebook对此未立即回应。

    邓恩说，有很多现成的素材，“比如两人在Facebook邂逅而相爱，或者祖母通过Facebook看到小孙子的录像？他们没有讲述这类故事，甚至都没有为此搭建平台。”

    如果Facebook有这样的平台，那公司就可以利用现有客户群，这是乐于接受有凝聚力的正面信息的一代人。就用户的年龄而言，“Facebook的品牌努力在30岁以上人群会遇到挑战，而不是25岁以下人群。”阿伦•亚当森说，他是朗涛设计（Landor and Associates）纽约分部的董事总经理。他13岁的儿子一直央求他，想在Facebook上市时买一股股票。“这就是他的品牌。对孩子们来说，知道酷小孩在做什么至关重要。”

    现在上市的烟雾终于散去，扎克伯格和他的伙计们能否让孩子们继续喜欢那种关注的感觉？我们拭目以待。

    For Facebook to solve the same problem, it will need to flip the story from Zuckerberg to the social network's strengths."This is not about publishing a bunch of happy stories about Zuckerberg. I suspect they will use the medium to start to weave good stories about the company," says Riney.

    That will take time, Dunn says, because Facebook doesn't need a traditional ad campaign, given that its brand awareness is through the roof. The company needs a major communications shift, one that will refocus everyone's attention away from its wunderkind CEO and towards making people feel good about logging on. Facebook did not immediately respond to a request for comment for this story.

    There's plenty of material to do that, Dunn says. "What about someone who fell in love with someone they met on Facebook, or some grandmother who got to see a video of her grandchild? They're not telling those stories, and they don't even have a platform for that to happen."

    Should Facebook build one, the company has captured a generation of users who would gladly lap up a cohesive, positive message. In terms of the age of its users,"Facebook's branding challenges are north of 30, certainly not south of 25," says Allen Adamson, the managing director for Landor and Associates' New York branch. His 13-year-old son, he says, begged Adamson to buy him one share of Facebook when it went public. "For him, it's his brand. For teens, finding out what the cool kids are doing is mission critical."

    Now, after the IPO smoke clears, it's up to Zuckerberg and Co. to keep kids like that feeling that way.