. >> rose: welcome to our program, tonight because so many of you have asked we repeat our conversation with mark zuckerberg, founder and c.e.o. of facebooknd sheryl sanerg, the coo of facebook. >> you know what would excite me about-facebook. >> well, you can join, we ha many open os. >> rose: it is this point t is the notion that very soon, you're going to reach a billn. when will that happen. >> i don't know. >> rose: when do you think it will happen. >> i'm not sure. every day we are a little closer. >> rose: it is now 800 plus and counting.

>> yeah. >> rose: is it going to be in 2012? >> i think if we do well it might be later next year, ye. >> rose: now will that be a huge celebration? >> yeah, i think-- i think it's going to be something that we're going to be really proud of. >> rose: zuckerberg and sandberg for the hour. funding for charlie rose was provided by the following:

captioning sponsored by rose communications fromur studios in new york city, this is charlie rose. . >> rose: mark zuckerberg only 27 and worth an estimated 17 billion dollars started facebook as a harvard freshman in 2004. he like bill gates and steve jobs before him dropped out of college to me his company. in 2010 he was "time" magazine's person of the year. sheryl sandberg married and the mother of two came from a different place. she was a hugely successful

google executive after servings achieve of staff for the secretary of treasury. she is a graduate of harvard university and harvard business sool. she was recently named among the 50 most powerful women in business by "fortune" magazine. mark recruited her from google in 2008. >> i was a google at the time. >> rose: so did you think at that moment, did you think hmmmm, maybe this is something -- >> a few people who i really respect h pointed sheryl out as someone who could be a really partner for me at facebook. but at the time, i mean, i was just really interested because i had a lot of respect looking at what you built at google and wanting to get a sense for some of the lessons that you learned and just for you, even if we didn't work gether, how could i apply some of those things to facebook. but i mean after that i think, i went away over the new year's eak and i got back. and i thought i nt to spend more time learning from sheryl. >> but i think the reason it is a good fit is we spent most of our time talking about, you know, what we both cared about and what motivated us.

and i could see from mark that what he really wanted to built was something that was, you know, fundamentally going to change who we are and how we interact. >> rose: together they have taken facebook to its dominance of social media and made it an enormously valuable company worth more than 80 billion dollar its. here is what "time" magazine said in 2010 when it named zuckerberg person of the year. quote n less than seven years zuckerberg wired together a 12th humanity into a single network. thereby creating a social entity almost twice as large as the united states. if facebookwere a country, it would be the third largest behind only china and india. it started out as lark. a diversion. but it has turn mood something real, something that has changed the way human beings relate to one another on a species-wide scale. facebook has merged with the social fabric of american life and not just american but human life. nearly half of all americans have a facebook account, but

70% of facebook users live outside ot united states. it's a permanent fact of our global social reality. we have enter the facebook age and mark zuckerberg is the man who brought it to you. sheryl sandberg joins mark zuckerberg and facebook to help take it to new lels of impact and consequence. tell me what the mission is today for facebook. you've got 800 million and counting users. >> yea >> rose: it's an extraordinary reach, someone said it's the most expansive human enabler of communication or enabler of human communication there has ever been. >> that's right. >> rose: you're doing well at it too. so was's the mission. where is this thing going? >> so the stated mission of the company is to make the world more open and connected, right. and the idea is that when you give people the civility to stay connected with all the people they care about and make it so they can express new things about themselves or in communation with other

people who they care about, th you just open up all these new possibilities. you make it so people can stay connected in ways they couldn't before. they can learnbout new things whether it's events happening in the world or the ability to organize new things or learn about w products or movies or music at they want to listen to, it opens up a lot of new possibility when you can keep all of these connections open to the people that you care about. so obviously a big part of our mission is just connecting all these different peop in the world. and one of the thingsthat we are really proud of is that now $800 million people around the world are using facebook every month and perhaps even crazier, it's mind blowing from my perspective. but more than half a billion peop use facebook every day. and i mean i just think -- >> 500 million, it's growing every day. and i mean if you just look back seven years from when we were getting started, there was no way, you know, that we would have -- >> the funny thing is that i

used to talk to a lot of my friends when i was in college. we used to go out to get pizza ery night. and we used to talk about what we thought was going to happen in the world and on the internet. and we thought that there would be something like this, right that, it seemed pretty much inevitable that people would have a way to connect and that they would be able to express all these things. and that there would be tools to make not just a social network but that every product that you use is better off with your friend. we figured there would be tolls to that. but the big surprise is we played a big role in making that what. when we were in college we thought who werwe to do this maybe we can create this cool community for ourselves in college. >> rose: that is what it, a web within a web s it not? it's a personalized web within a web. >> i think it's shaping the broadeweb. i mean right now, if you look back for the past five or seven years, the story of social networking has really been about getting these00 million people connected,

right, so that they can stay this touch with all these people who they care about, and getting them signed up for facebooknd all that. but if you look forward for the next five years, i think that the story that people are going to remember five years from now isn't how this one site was bui t was how every single service that you use is now going to be better with your friends because they can tap into yo friends. so whether you know music services, we just announced this new product, a little more than a month ago. and since then, some of the music services that are out there,spotify has grown from a little more than 3 million users with facebook to now more than 7 million users with facebook. another service called mog has grown from i think it's a relatively small number of subscribers but it has grown four or five times in the last mth alone. and i think what that just shows is that all of these different products are better when are you doing them with your friends. think about it, dow want to go to the movies with yourself or with your

friends. >> rose: or dow want to know what your friends like rather than a whole different matrix. >> the wisdom of crowds to the wisdom of friends. rose: the wisdom of crowds that is google versus facebook right there. >> i don't think it's google versus facebook. >> rose: the wisdom of crowds versus the wisdom of friends. >> i think the wisdom of crowds applies not just to google but a phase of the web which is about information and about links. and it was a lot of wonderful things. mostly based on an nimity and links between crowds. what does the crowd think. ours is just from a totally different place t is an evolution. the information web still exist, it's still broadly used but the social web didn't exist before. the social web can't exist until you are your real self on-line. i have to be me. he has to be charlie rose. once we are -line as ourselves connected to each other and our other friends, then you can have the evolution of what becomes the social web. not just on facebook but throughout. >> rose: what is it about, that people want to be on

facebook? they want to talk about themselves, what is-- what is the sort of essence of that? >> i think that pele just have this core desire to express who they are. i think-- . >> rose: to know who their friends are. >> it's always kpisd. it's one of the things that i think makes us human. but yeah, and obviously to know what is going on with your friends' live, not just your friends b people you care aut. people who you are interested and who aren't your friends or maybe on the riphery of your social circle. yeah, i think that those are all just core human needs. and until facebook there wasn't a great tool for doing that. but i think that a lot of that, in building that up was the last five years. i next the next five years is okay now are you connected to all these people, now you can have a better music listening experience, a better movie experience, you can see at your friends are reading and what news you should read first. all of these things i think are going to ge better. that's the thing i'm most excited about for the next five years. and if we do well i think five years from now people

are really going to look back and say well, over the last five yes all these products have gotten better because i'm not doing this stuff alone, i'm doing it with my friends. >> an it's personal. not just bringing your friends with you, then it becomes personal to you. to if you look at how people use most of the web, most products out there, even if you are look logged in, if i look oveyour shoulders you see the same stuff, because it for the masses, and ours is different. >> rose: is the key to the modernization of the future is advertisers will believe this is the best way to reach people who are likely to buy their products. >> marketers have always wanted personal relationships with consumers or relationships where consumer does two things. consumers buy their products and consumers tell their friends that they buy their products. marketers have always been looking for that person who is not just going to buy but spread the word to their friends. what we do on facebook is enable marketers to find that, and if i do it on facebook i'm sharing with an average of 130 people. and so it becomes word of mouth marketing at scale. so people can fell each

other what they like, which is for marketers the thing they've been looking for i think for a long time. >> rose: so why do you want to be a public company? why do you even think about an ipo? >> i actually think the biggest thing for us is that a big part of being a technology company is getting the best engineers andesigners and talented people around the world. and one of the ways you can do that is you compensate people with equity or options. so you get people who want to join the company, both for the mission, right, because they believe that face ifbook is doing this awesome thing and they want to be a part of connecting everyone in the world. if the company does well they get financially rewarded and can be set. and you know, we've made this implicit promise to our investors and to our employees. that by compensating them with equity and by giving themquity that at some point we will make that equity worth something publicly and liquidly. in a liquid way. now the promise isn't that we are going to do it on any type of short term time horizon. the promise is we are going

build this company so it's greaover the long-term. we're alys making these decisions for the long termz. weather it's dividend or not well's be able to trade their equity for mon. and that'ssomething that we take seriously as a responsibility of running the company. and we just care deeply about all e employees and investors who have been there with us. >> rose:as the groupon experience and have other things changed your sense the timing of anpo? >> i don't think so. >> not really. >> no. >> rose: you'll go, when what. >> when we are ready. >> rose: what will tell you. >> i don't know, good question. yeah. >> rose: you'll just know. >> i mean yeah, it's honestly not something i spend a lot of time on a day-to-day basis thinking about now. >> rose: how do you measure the impact that we now believe social media plays in the arab spring. obviously you have to be interested in that because it had a reality and it changed government. >> yeah. >> rose: what have you come

to understand abouthat. >> my personal take on this is that it's the social media a roll is maybe a bit overblown in that. i mean the way that i think about it is that if people want change, then they will find a way to get that change, right so whaver technology they may or may not have used was neither necessary nor sufficient case for getting to the outcome that they got to. but having people without want to change was. so i mean i hope that facebook and other internet technologies were able to help people, just like we hope that they helphem communicate and organize and do whatever they want to every single day. but i don't pretend +++óq

tomorrow. >> i think that there are actually two big ingredients. one of the big part of the facebook story was that, you know, i didn't have to have

some master plan at the my dorm room and launched it from my dorm room. i rented a server for $85 a month and funded it by putting an ad on the side and funded it ever since by putting ads on the side. but literally starting small and growing it. so i think you need two things. one is the ability to have engineers, right, and educate engineers who can just try out their own ideas and the second is the ability to try out their own ideas and the freedom to do that. and the u.s., i think, historically has been extremely good at both. we've led in education and we've lead in freedom and supporting people trying risky things. >> free market economy. >> and. >> rose: and a sense of innovation and creativity. >> public poli that supports entrepreneurship. in america you can hireand fire. in america you can start a company without going through endless bureaucratic red tape even though it is growing a bit, right. i mean in america we've had a country of entrepreneurs. we've set up our political system to start companies, you can close companies. i think people don't always see the costs of increasing bureaucracy on entrepreneurship. the best people are going to go where they can get the

best talent and where they have the best environment. >> rose: how, speaking of environment, how is your culture say different from the culture that y saw at google? what is th facebook culture. >> you know, when i think about this, if you compare facebook and google to, you know, most of the world, right, to other companies in other industries, they are actually in some ways incredibly similar. they are founder-led, silicon-valley-based technology companies that have -- >> driven by engineering. >> they are very similar. in the little silicon vley bubble in which we live they are totally different. >> rose: how so? >> a couple one is that, you know, google is fundamentally -- >> i'm interested in what she will say as well. >> google is fundamentally about you know, algorithms and machine learning and that has been very important and continues to b very important. they are doing a great job. we start from a totally different place. we start from an individual who are you? what dyou want to do? what do you want to share. you know, for us the vision of the world is that we are

like a hacking culture and we mean that in the best of ways, not scary people breaking into your homes. >> or espionage. >> what we mean is we build things quickly and we ship them. so we are not aiming for, you know. >> perfection that comes over, you know, years and we ship a product. we don't work on things for years and ship it. >> we get feedback, we iterate, we iterate, we iterate well. have great signs around, done is better than perfect. what would you do if you have won. >> we are very much the culture. >> our culture of very, very rabid own vacation. >> it is really different from a culture where you are already taking the web and you are primary mission is okay i want to organize something out there. we have this culture where we place a really big premium on moving quickly, right. and one of the big theories that hi about that was that

all technology cpanies and probably all companies just slow down dramatically as they grow. but if we can focus it every step along the way and moving quicker than maybe when we're around 2500 or 3,000 people now, maybe we move as quickly as a company that only has 500 people, because we've iested so much in building up up the infrastructure and tools and most of the culture that tells people to take risks and try things out. i just think that ability to build stuff quicker will be a big advantage for us and will help us build better products over the lonterm. >> i want to talk about the future and competition there are many people who look to silicon valley and they say, amazon, its apple, it's google, it's facebook and what we are going to witness over the next ten years is a flat o war between the four of you for the future. how do you see that? >> i mean, people like to talk about war.

there are a lot of ways in which the company has actual worked together there are real competitions in there. but i don't think that this is going to be the type of situation where there's one company that wins all the stuff. >> but you're already getting in each other's business. >> i mean -- >> yes and no. >> there is something called google plus. >> yes and not i mean i think you know google i think in some ways is more competitive and certainly is trying to build their own little version of facebook. but you know when i look at amazon and apple and i see companies who were extremely aligned with us, right, and we have a lot of conversations with people at both companies just trying to figure out ways that we can do more together. there's just a lot of reception there. i can't think of an apple product or amazon product that i look at and it's like that's really -- >> look at it amazon just announced a new kindl fire. >> i know. >> to compete with the ipad. >> and that's cool.

we don't have a tablet so we could care less about that. >> rose: there are no borders out here in terms of what you might want to do. >> there are no borders for us. >> rose: exactly. >> we want everything to be social. and we want, prefer everything to be social with facebook. and so for us you know our goal i really to work across. weant work on every tablet. >> this is the important stuff. >> and apple and amazon, you know, god bless them, they can compete and build-- . >> rose: you found a device you want to be seen on it. >> that's right. >> if are you amazon one of the big strategies is sell kindls so you can sell more things, right. if are you apple, a big part of your strategy is sell devices because that is how you make money. if are you google, they want to debt android as widely adopted as possible. >> rose: therefore they go out and they buy motorola. >> yeah. >> for example. >> a little purchase on the side. >> rose: and there are human rumors microsoft may buy nokia or something like that. >> sure. but our goal is not to build a platform, it's to be across all of them. because our mission is to

help people connect and stay connected with people no matter what devices they're on. >> this is really important it actually gets back to the differences. there's one thing that i think is most important that's true of facebook which is that we are focused on doing one thing incredibly well. we only really want to do one thing. >> social media. >> connect the world. >> and be the social technology people use. i ink if you look at other companies, all of these mpanies are doing lots of dierenthings but we ar stl as we grow doing exactly one thing. >> here's the thing. it is nothing yothink you can't do. >> you are going to go in a different direction. >> because i mean it is true, there is a core lear to you what just said it is true we are focused on this one thing. but because there's all this other stuff out there that means that facebook has evolved as a partnership company. >> right. >> which is very different from the way that apple and google or amazon or microsoft or any of these folks are, right. if apple or google wants to ild a product, they typically go build it. right, whereas if facebook

wants to make it so that, you know, we want to help rethink the way that people listen music or watch movies what do we do. we build a platform on top of which people can connect. and we enable all these different companies, dozens of companies to plug in. companies that are big companies, companies that are small companies. things that don't even exist. it's a really different approach than what all these other companies are have. >> but the end rest is you want to provide a means for people to look at movies, to listen to music. >> we don't want to provide the means. this is the thing. our one thing that is the basisf o partnership strategy and partnership approach, we build the social technology. they provide the music. >> exactly. >> we don't want people to use facebook to watch movies or read newspaper articles. >> rose: you want to do what? >> we want to provide the social, the social technology so we want them to listen music on the iphone or through apple or through spotify, anything they want. we want them to watch movies anywhere.

friends that they're willing to share. we'll build that piece. but the piece where you try to consume a specific content. i want to see what news my

friends are reading that will be newspapers. >> s this is why this matters, right. because we can win along with lots of other people. and that is totally different i think abt the strategy. if news becomes more social, that's right for facebook if it happens at our technology. >> because are you the great connector of the world. >> it is great for "the washington post" a "the new york times" and the huffington post and anyone who chooses to use our technology which we make available to every news service out there. we're not trying to replace everyone odo everything. we want to enable everyone, everything to be more social for everyone else. >> yeah, i think it's actually a lot more extreme even than are you sayg. games is probably the biggest industry today that has gone really social, i mean the incumbent game companies are really being disrupted and quickly trying to become social. you have companies like zinca which are going public soon and will be valued most likely at multibillion-dollar valuations and basically all of their games are built on top of facebook for the most part am and a huge nuer of other companies as well. so i mean does facebook build any games, no. we build no games. >> rose: you say that today.

>> no roz you say that today. >> actually. >> i'm pretty sure we're to the going to build games. >> rose: why are so you sure. >> here's why. >> rose: people thought -- >> i will tell you why. >> rose: people thought steve jobs would never go into retail and de. >> because building games is really hard. >> rose: s so that's the only reason. >> and what we're doing is really hard and we think that we are better off focus on this piece. i think building a great game service is really hard. building a great music service is really hard. building a great movie service is really hard. and we just believe that an independent entrepreneur will alway beat a division of a big company which is why we think that the strategyf these other companies trying to do everythi themselves will inevitably be let's successful than a ecosystem where you have someone like facebook trying to build the core products of how people connect and independent great companies that are only focused on one or two things doing those things really well. >> and companies don't have the discipline to do it they get big and everyone wants to do everything and they say yes andhen they don't do everything well.

>> rose: at this point, enter this name, steve jobs. i have had with him once at time 100. and he walked over to say hello and i was talking to him, a young entrepreneur who was obviouslyin awe and thrilled, it was the greatest moment of his life there was steve. and i said to steve, what should he do. steve said focus on-- not do everything, do one thing well. did you ever have that conversation with steve jobs? >> i don't know. >> you know, one of the funny things is when you agree with someone you tend not to talk about it for too long because you just take it as an assumption. so i think in some of our conversations it might have been yeah, that thing, okay let's talk about something else. >> rose: what were the conversations like. >> i don't know. i mean he-- he is amazing. he was a really is amazing. i mean he-- had a lot of

questions for him. rose: like what? >> how to build a team around you, right, that is focused on building as high quality and good things as you are. how to, you know, keep an ganization focused. when i think the tendency for larger companies is to try to frey and go into all these different areas. yeah, i mean a lot just on the aesthetics and kind of mission orientation of companies. i mean apple is a company that is so focused on just building product that for their customers and their users. and that's, it's such a deep part of their mission is build these beautiful products for their users. and i think we connected a lot on this level of okay, facebook has this mission that is really more than just trying to build a company, right, that has

like a market company or a value. it's like we are trying to do this thing in the world. a lot of, i just think we connected on that level. >> rose: did he ever suggest that apple pite buy facebook? >> no, i don't think it ever really got there. i mean nor would i have wanted to sell it. he i remember talking to him. >> i think we have known that. i talked to him too about this. >> rose: about what. >> about the buying. >> i think he understood mark enough to know mark didn't want to sell his company. >> rose: did he raise the question with you. >> no, but i think having talked to him about-facebook and apple, he didn't raise it but i don't think he would have because he would have understood that about mark. he was like him. he wouldn't have wantedo sell his company. >> there is this quote i think in the book that just came out about him where-- it is-- i took as this amazing confluence. he said, you know, i admire facebo bause they don't want to sell out. so i actually think that is

one of the ways in which we saw eyeo-eye on kind of whate were trying to do in the world. i just think because of that it just wouldn't have come up. >> rose: microsoft owns a piece of facebook. >> uh-huh. >> rose: you've had an opportunity i'm sure to sell. you'll never sell, is that a fair -- >> no one even asks any more. >> rose: too big, nobody can afford you any more s that the essential idea. >> yeah. >> rose: and you, can you imagine wanting to buy somebody. >> we buy companies all the time. >> rose: but they are small, small companies. and they're companies driven by certain expertise or certain software. >> i don't think that buying a company or selling a company is necessarily a good or a bad thing. i just think that the key thing you need to realize is that when you go through a transaction like that, what you are changes. right. and if you are now owned by someone else, then your goals are going to either quickly or over time become

their goals, right so they're actually i think a lot of compelling reasons why someone would sell a company and why it would advance their mission. i mean i think for example youtube might have been a good version of this. i mean they had these huge expenses and google funded it and has grown it a it's growing to a really good product. maybe beyond what the founrs had even hoped. >> rose: maybef microsoft had been able to buy yahoo! it mht have worked. >> it's hard to tell. a lot of the accusations that we make at facebook are, you know, we look at great entrepreneurs out there who are building things. and often the acquisitions aren't even to really buy their company or what they are doing it to to get the really talented people out there who trying to build something cool, that you know if you joined facebook you could work on this completely different problem. isn't this a different problem. and the people who answer yes, they join. and that's how we had the most success so far. >> rose: let me talk about what you know about all of us. it is this notion that constantly comes up.

is there anything you do not want to know about -- >> i don't even think we think about it that way. >> rose: help me think about it in the right way how you think about it. because i mean like, the like button. >> uh-huh. >> rose: is a powerful tool >> it's not for us though. right, i mean it's for-- . >> rose: it's for advertisers. >> for people. >> i think thiis a core part of what makesacebook facebook is that we really are focused on users first and for the long-term, right. we believe that if we build a product where people can connect and can express all the things that they want about themselves that over the very long term we'll have a lot of people doing that, because that's a core human ing where people want tdo that. and they will be very active. and we'll have opportunities to sell advertising and do all these things and build a great business. but none of that is the leading thing that we're pushing for. what we are pushing for is the mission. we think if we succeed on that we willed whether a great business. now if i just think there is

this core part of people, where they want to express things about themselves. so the question isn't what do we want to know about people, it's what do people want to tell about themselves. right. and we try to answer that question continuously we think this year one of the big things people want to express are what are my favorite songs and different media that i consume. there has been a way for you to type in, okay, my favorite band is greenbay or the beatles or what ever. but there hasn't been a way to say okay, out of all the songs that i have listened to in the last mth, here are the top ones. but in the month or so since we've launched that functionality on top of platforms, people have already chosen to publish more than a billion songs that they've listened to into facebook through partners. it's amazing. it's because they want to do that. >> and it's really important to understand that we don't want people to express anything. we want them to have an opportunity to express what they want to express to the people they want to express it.

so privacy has been very core to this service. i think it is one of the big innovations that facebo had, if you think about on-line services before facebook they are basically opened or closed. you know, something you publish on a blog, the blog is open. facebook was the first place that one of the core innovations ma had was actually around privacy. i can tak this photo, take a photo of thethree of us here. i can share it just with my parents, with my little group of high school girlfriends are or with all of facebook or thehole world. and every single time you share something on facebook, you have an opportunity to choose who you are sharing it with. >> yes. >> and that, that commitment to our users, that their trust is sacred, that privacy is the most important thing we do, is something that has been here throughout. and it's really important for people. >> rose: but have you said all of that when you've got inrouble. on the issue of privacy. >> yeah, i agree. and it's-- i mean it's something that, i think that just speaks to how important

and fundamental of an issue that is. when i was talking a minute o about what are the ways that people want to share that we can make happen this year. one of the core things that is flows through all of this, probably this point still the vast majority of people don't want to share everything or don't even want to share anything with everyone publicly. but if you give people tools so that they can share with just their friends or just one group of friends, or just their family, people do that. >> are they always the wisest people to know what they want to share and how sharing might be bound. >> i believe that they are. >> you trust the jjment of most people to know who she want to share with. >> i think that people go through a learning process too. where i mean maybe when social networks were first ramping up on the web, some people shared a few things too broadly. but i think that that is part of the reason why i think facebook has grown. is i think facebook largely existed after that, the-- the

myspace phase of the social web and at a point where people were already sophisticated enough to say he i want to share different things with different people. i'm going to use these privacy controls that facebook has given me that facebook is really the first company that has built these controls so that you can share things with just your friends or share vacation photos from my family vacation with just my family if i want. or i can do all these different things. i think that is one of the big enablers. >> and it's something we continue to evolve. so control is what matters here. people want control they want to share what they want with who they want. as long as we roll out products we continue with the control. so for example we are launching the already unveiled mark unveiled a number of weeks ago, in the next bunchf weeks we are making our new profile available to everyone. >> rose: what is that. >> so right now you have a profile. and the time line is a more visual reprentation of who you are and includes further back in your life, not just when facebook started but further back. so i have actually spent the last week uploading

childhood pictures. but here is what matters. i can go back and change the privacy controls on something i've already-- so if i go back and build my time line and say oh, i shared that with this group of people, i actually want to share that with more people or fewer, we are giving that control. so what matters as people learn, is that they have the control they need to share with who they want. and that's something we are continuing. >> there are also these stories you read about in terms of if somebody has something on their facebook page that somebody got access to, and therefore they didn't get hired or something did not happen that might have happened because they were silly enough or somehow to put something on their facebook page that rebounded to their detriment. >> and people make cell phone calls that rebound -- >> or e-mails as well. >> e-mails as well or they put something bad on their resume. it's not that people don't make mistakes. but the information you put on facebook is only available to employers if you have shared it to those people, if you have shared if openly. >> rose: but once it's there. >> there is a responsibility

individuals have, certainly we want to teach people and people want to teach people to share the things they want to share. i think that if you look at the history of technology, what you always find is that every new technology brings unbelievable opportunities for advancement and living our lives differently. and it's also scary. one of my favorite stories on this is caller i.d. . when it is rolled out and i am old enough to remember this, unlike my friend over here. >> i remember that. >> do you remember before call i.d.. >> yeah. >> y don't remember before caller i.d.. >> he ss he dns. >> i remember before everyone had it. >> okay that kind of sort of counts. when caller i.d. came out there was a big privacy uproar. people thought was a violation of the caller's privy that their number would show there was talk of ledge slaption there was --. >> rose: i way you could avoid it being seen. >> because it was considered, i don't know anyone who answers a call that doesn't have caller i.d. to you because it's not considered a viation of that privacy. it's considered my right to know who is calling me. otherwise why would i

answer. and so yes, when are you an early adapt-- early leader like we are in technology, there is always concern. and are you gos to continue to hear concern. >> rose: you have caller i.d. because when i'm calling people i wt them to know it's me calling rather than unknown because i feel they are more likely tonswer the call if they know it's me. >> but that is something, caller i.d. is widely accepted. it was a privacy uproar at its time. >> so tell me where the boundaries are about privacy that you think that we ought to take note of at this moment. because the privacy question most frequently comes back to facebook. >> uh-huh. well here's the way that i think about it. i think it's really about control. people have things that they want to share with maybe a single person or a small group. and they have things that they would want to share more broadly. and the real question for me is do people have the tools that they need in order to make those decisions well. and i think that it's actually really important that facebook continually makes it easier and easier

to make those decisions because the demographics of people who are using facebook are changing as well. we started off with these people in college, right, who used computers every single day and now we are up to 800 million plus users. we have people using the site who it's one of the only things thathey do on a computer. and maybe they're not computer savvy, right, or they don't want to spend a lot of time trying to figure out privacy controls. so what we have done in the last year is made it that any time you go to share anything the privacy control is now right there. and it says exactly who you are go og to share with. if you are going to be sharing publicly there is a little globe and says the word public. if you are sharing with friends there is this icon of a few people and it says the word friends and you can click and change that really easily every time you post anything. and back when we were getting started seven years ago, i don't know if that was necessary because the college students and early adopter type folks just had this intuitive understanding of how the service worked. but now i just think that the boundary is it is getting more and mover

important to be increasingly clear and give people those controls and that's what we are trying to do i don't think we are at the en i think we have to keep on making itasier and easier but that's our mission. we have to do that. because if people feel like they don't have control over how they are sharing things, then we're failing them. i mean we're making it so they can't share a lot of the stuff that they wa to. >> i think it is the case that people talk about-facebook and privacy a lot. i think it will continue to be the case. but it's because we lead in this area, meaning that we are the most privacy focused pace for anyone to share anything. >> well, it is because you have more information about everybody. >> hases this great-- this great story he works hoo he says there is this old joke where, you know, the man loses his keys and looking for the keys under the lamppost and someone says why e you looking under the light. they are clearly not here. he says this is the only place i can see. if i go over there, wes are focused on privacy. we care the most about privacy.

our business model is by far the most privacy-friendly to nsumers. and we tk about it the most. and i think we're the light. we're the light. we're the transparent place wherpeople can understand. and i think you will coinue to see conversations about-facebook and privacy but it's because we care. >> i tnk it's worth explaining this a bit more ough. i mean when are you saying that we are the light, it's because sure, people have a lot of information on facebook but that's information that they put into the service. >> exactly. >> if you look at companies whether it's google or yahoo! or microsoft right that have search engines and ad networks, they also have a huge amount of information but. it's just that they are collecting that about you behind your back, really. >> and it's like are you going around the web and they have cookies and they are collecting this huge amount of information about who you are. but you never know that. and i mean some of these companies make an effort to -- >> dow find that a bit scary? >> well, i think it's just less transparent.

>> there's no light. >> than what is happening on facebook. on facebook if someone wants to target say okay i want to-- i want to advertise like i'm a band and i'm coming to the bay area. i am going to advertise to people without with who would like a band. and they're going to-- those people on those other services you can still do that kind of advertising but you are going to find people based on what they browsed around on the web and people have little or no control over the information that a company like google or yahoo! or microsoft has about you. and i don't know, i think that some of those companies have made an effort to give people a page that they can go see all the information that the company has about them. but i mean very few people are actually going to go do that. so in reality i think that these companies of those big ad networks e basically getting away with collecting huge amounts of information, likely way more information than people are sharing on facebook about themselves. but i think because people can see ho much information people are sharing about themselves on facebook, it appears scarier.

but in reality, you have control over every single thing you shared on facebook. you can take it down, it's in front of you every single day. >> if you take it down. >> it's gone. >> and what happens if you die? >> what happens then? >> we memorialize the page. if a family member knows that someone has deceased. >> anybody can take them down and erase forever. >> you can erase forever it's not perfect in the sense if i put something up, i can take it down, it's gone. but if i have shared it and someone has reshared it, it won't go down t is out the and that is one of the things but it really is the point that the only thing cebook knows about you are the things you have done and told us it is self-reported. >> the change is that it has the possibility of sending it out like nothing else to more places. >> facebook never sends any information out about anyone. >> rose: i understand that, it goes out because facebook has a system that allows that. >> because facebook allows other people to share, that's right. >> is technology a place

that women can find the kind of oppornity that you would want them to find. and does it need mentoring and all kinds of other thin that people like sheryl sandberg can deliver? >> look, i think the issue of women in the economy and the country is a huge one. it's something that i care passionately about and mark cares passionately about and has helped me too. we have basically a stalled revolution for women. women became 50% of the college graduates in this country in 1981. and then made steady progress. more college degrees, more graduate degrees, more manager positions. and we're still making progress,. over the last ten years women have stalled out at the top. women in corporate america have 15 to 16% of the board seats, and of those, high level jobs, and that has not moved in ten years. >> rose: why? >> oh, it's probably longer than we have time for. a lot of reasons but i really think we need more women to lean into their ca remember roose and to be really dedicated to staying in the workforce. i think the achievement gap is use caused by a lot of

things. it's caused by institutional barriers. but there's also a really big ambition gap. if you survey men and women in college today in this country, the men are more ambitious than the women. and until women are as ambitious as men, they're not going achieve as much as men. >> rose: business school the same way, they changed the namen one case it was howard, howard and heidi. >> yeah, barely a year ago is. >> rose: so what does it mean to be mark zuckerberg today? in terms of what, the revolution, in terms of the attention. the nse of how you adjust and how you assimilate and how you in a sense, you know, make sure that you are in could mabd of business, and not in command of you. >> i don't know. i think a big piece is just to try to stay grounded. and i don't know, have a pretty simple life. i mean i don't-- so people

say that you know the company is so valuable and there are all these people there and all that. but i mean i think the number of people who i work with, i stay focused on keeping them who i think are really good people really smart intellectually curious. i spent a lot of time just, you know w my girlfriend and my dog and i mean we don't have a lot of furniture in our house so it is's really simple. and we are trying to build products for everyone in the world, right. and you don't want to get isolated to do that. we have a very open culture at the company where we foster a lot of interaction between not just me and people but between everyone el. it's an op floor plan. peopleave these desks where no one really has an office. i mean i have a room where i meet with people but it has all glass so everye can see into it and see what's going on. i don't know, i just think that it actually really connected to the mission of

the company. i think that more flow of informion, the ability to stay connected to more people makes people more effective as people. and i think that's true socially it makes you have more fun, right it feels better to be more connected to all these people. you have a richer life but i also think in terms of doing work and in terms of learning and evolving as a person, you just grow more when you get more people's perspective. and when are you more connected and have more of a flow from people. so don't know. i think that's really it. i really try to live the mission of the company and embody that for the company. and keep everything else in my life extremely simple. >> it's interesting to watch as closely as i have. like since i have known mark over the last four years in some way everything has changed and in some ways nothing has changed. what's changed, he was on his way to going mark zuckerberg four years ago but now he is mark zuckerberg, you know what i mean. >> rose: halloween they come to his house and knock on the door.

>> yes. >> which is good. >> we could walk around palo aalto four years ago and people didn't like what, now they do. but when you actually know him, like nothing changed. he wears call actually the exactly the same thing even though it is the same t-shirt. he wears the same thing. he has the same girlfriend. he likes the same restaurants, not necessarily restaurants i like, like really nothing's change. he has the same group of friends. and i think the ability, i think we also say stay grounded. don't change your social circles. i have the same friends hins high school. this stuff really matters, live your regular life and try to build stuff that matters. we're just trying to do. >> rose: thank you for there. >> thank you. >> thank you for visiting us. >> rose: thank you, pleasure to be here. >> you're tall. >> i am tall. >> right here. >> i'm sorry. >> you can't read that, can

you. >> here you go . >> thank you. >> what a great honor. my g o thank you, thank you. captioning sponsored by c seniroommucasons captioned by media access group at wgbh access.wgbh.org >> funding for charlie rose has been provided by the coca-cola company. supporting this program since 2002. and american express. additional funding provided by these funders. >> and by bloomberg, aovider of provider of multimedia news and information services, worldwide.