????但是，就BuzzFeed而言，一件違反直覺(jué)的事情是，我們正在做的事情并不是一個(gè)自然推論出的結(jié)果。因?yàn)橛∷鎯?nèi)容不可能通過(guò)口口相傳來(lái)傳播。人們撕下雜志或報(bào)紙文章，把它郵遞出去，這樣做可以產(chǎn)生少量的散播效應(yīng)。但在沒(méi)有印刷機(jī)或廣播管道的情況下，我們正在抵達(dá)8,500萬(wàn)獨(dú)立訪(fǎng)客。我們每天都需要制作一些人們認(rèn)為值得分享的內(nèi)容。如果我們制作不出人們認(rèn)為非常優(yōu)質(zhì)，以至于他們?cè)敢鈧鬟f、并跟所有朋友分享的內(nèi)容，我們就根本無(wú)法吸引到受眾。實(shí)體世界并不存在這樣一種模式。

????這種模式確實(shí)讓這家網(wǎng)站更加令人迷惑。如果你說(shuō)：“哦，過(guò)去曾經(jīng)采用過(guò)這種方式，但現(xiàn)在利用互聯(lián)網(wǎng)或技術(shù)來(lái)做更有效率?！比藗兙透菀桌斫庖患移髽I(yè)。如果沒(méi)有互聯(lián)網(wǎng)，我們正在做的事情就不可能發(fā)生。

????BuzzFeed是一家商業(yè)企業(yè)，一門(mén)生意。你最終還是想通過(guò)它的發(fā)展壯大來(lái)賺錢(qián)，是這樣吧？

????是啊。我們今年已經(jīng)開(kāi)始盈利，我們一直在擴(kuò)充團(tuán)隊(duì)。我們?cè)噲D打造一家可持續(xù)發(fā)展的公司。我們總是思考，如果今天從零開(kāi)始，創(chuàng)建一家媒體公司，它將是什么樣子？一家面向社交和移動(dòng)時(shí)代的媒體公司會(huì)是什么模樣？創(chuàng)建這樣一家公司將是怎樣一番景象？創(chuàng)造收入是構(gòu)建一家公司的重要組成部分，創(chuàng)作優(yōu)質(zhì)的調(diào)查性報(bào)道和真正有意思的內(nèi)容亦是如此。我們的視角非常廣闊，我們要做非常廣泛的事情。

????你的確非常善于利用互聯(lián)網(wǎng)的病毒式傳播效應(yīng)。最初是你在麻省理工學(xué)院(MIT)讀書(shū)的時(shí)候，你要求耐克公司(Nike)在你訂購(gòu)的運(yùn)動(dòng)鞋上標(biāo)注“血汗工廠(chǎng)”字樣，但遭到了拒絕。這個(gè)故事迅速在網(wǎng)上傳播開(kāi)來(lái)。你的朋友說(shuō)你不可能復(fù)制這樣的傳播效應(yīng)。那是你的“茅塞頓開(kāi)時(shí)刻！”所以，在某種程度上，社交平臺(tái)就是你的命根子。給我講講你怎么社會(huì)化媒體的格局，對(duì)你來(lái)說(shuō)，哪些社交平臺(tái)是最重要的？你最看好哪些平臺(tái)？

????我們發(fā)現(xiàn)，內(nèi)容因?yàn)椴煌蛟诓煌W(wǎng)絡(luò)傳播。究其根本，社會(huì)化內(nèi)容需要人來(lái)傳播。人們?cè)敢夥窒硎怯性虻?。但?duì)于某些內(nèi)容而言，一些平臺(tái)的分享效果更好。Twitter的傳播速度非常迅速，海量訊息來(lái)也匆匆，去也匆匆，以至于人們必須發(fā)布與當(dāng)下密切相關(guān)的內(nèi)容，這跟Twitter的架構(gòu)有一定關(guān)系。這也是為什么電視直播、突發(fā)新聞和實(shí)時(shí)事件等內(nèi)容更適合在Twitter上傳播。此外，對(duì)于依托于興趣的內(nèi)容，Twitter的傳播效果也要比其他社交網(wǎng)絡(luò)好得多。所以，如果你對(duì)技術(shù)或商業(yè)感興趣，你可以在Twitter上關(guān)注技術(shù)或商業(yè)資訊。如果你是一個(gè)追星族，你可以在Twitter上關(guān)注明星動(dòng)向。

????在Facebook上，因?yàn)槿藗儼阉?dāng)作一個(gè)真實(shí)的人際網(wǎng)絡(luò)，用它來(lái)聯(lián)絡(luò)在現(xiàn)實(shí)生活中結(jié)交的朋友——比如你在大學(xué)、高中或工作中相識(shí)的朋友，以及與你存在各種聯(lián)系的其他人——你真的不想分享一些只有極少數(shù)人感興趣的東西。所以，如果你打算在Twitter上發(fā)布關(guān)于跑步的帖子，你可以寫(xiě)一些關(guān)于跑步的東西，對(duì)跑步感興趣的人或許就會(huì)關(guān)注你。但如果你開(kāi)始在Facebook持續(xù)發(fā)布跑步訊息，而你的大多數(shù)朋友都對(duì)跑步?jīng)]興趣，甚至憎惡你有這樣一個(gè)愛(ài)好，或者至少這些訊息使得他們?yōu)樽约翰怀Ｅ懿蕉械綉M愧，那么它就不會(huì)產(chǎn)生很好的聯(lián)絡(luò)效果。所以說(shuō)，與Facebook相關(guān)聯(lián)的是寬泛的人類(lèi)情感，以及每個(gè)人都深有體會(huì)，能夠把生活中的朋友連接在一起的事物。它的真諦并不是蘊(yùn)含于內(nèi)容的信息，而是這些內(nèi)容如何把你跟日常生活中的其他人連接在一起。

????One of the things that is counterintuitive about BuzzFeed is that there's not a natural corollary to what we're doing because it isn't possible to distribute content through word-of-mouth in print. People rip out magazine or newspaper articles and mail them, and there's some small amount of distribution, but we're reaching 85 million unique visitors without owning a printing press or a broadcast pipe or anything. And every day we have to make content that people think is worth sharing, and we don't reach any audience at all unless we make content that people think is so good that they're willing to pass it on and share it with all their friends. That model doesn't have an offline version of it.

????That does make it more confusing. It's easier to understand a business when you say, "Oh, it used to be done, you know, this way, and now it's done more efficiently using the Internet or using technology." What we're doing you couldn't have done without the Internet.

????BuzzFeed is a commercial enterprise, a business. You are interested in making money, ultimately, and in growing it. Right?

????Yeah. We became profitable this year and we've been growing our team. We want to build a sustainable company. We like to think, what would a media company be if you created one from scratch today? What would a media company be for the era of social and mobile? [What would it be like] to build that company? Generating revenue is an important part of building a company. So is having great investigative journalism. So is having really entertaining content. We have a pretty broad purview—a pretty broad range of things we do.

????You're really all about leveraging the viral aspect of the Internet. That's what you started out with at MIT, with that Nike iD thing where you were denied a request to put "sweatshop" on your shoes and the story went viral. And your friend said you couldn't replicate that. That was your "Aha!" moment. So social platforms are, in a way, your lifeblood. Tell me about the landscape of social media, which social platforms are the most important to you, and which ones are you most sanguine about.

????What we've found is that content spreads on different networks for different reasons. There are underlying human dynamics for social content. There are reasons why people share. But certain platforms are better for certain types of sharing. Twitter is very fast. Partly because of the architecture of Twitter, things flow so quickly and disappear so quickly that you need to post things that are of the moment. And so that's why Twitter is great for things like live television, breaking news, and real-time events. Twitter is also much better for interest-based content. So people on Twitter can follow tech if they're interested in tech, or business if they're interested in business, or they can follow celebrities that they're fans of.

????On Facebook, because people use it as their actual network of people that they're friends with in their real life—you have friends from college, you have friends from high school, you have friends from work, you have a diverse range of people that you're connected to—you don't really want to share things that only a very small subset of people would be interested in. So if you're tweeting about running, you can write about running and people who are interested in running can follow you. But if you start posting on Facebook constantly about running, and most of your friends don't care about running and actually kind of hate you because you're a runner, or at least it makes them feel bad about them not being a runner or whatever, you know, it doesn't really work that well. So Facebook is much more tied to broad human emotion and things that everyone can relate to, and things that connect people with the people in their lives. It's not so much about the information in the content; it's about how that content allows you to connect with other people in your life.