????而Facebook要解決同樣的問題，就需要把公眾注意力從扎克伯格轉移到公司本身。賴尼指出：“發(fā)布幾則關于扎克伯格的趣聞并不解決問題。我感覺他們會利用媒體來編織關于公司的動人故事。”

????鄧恩說，那得有耐心，F(xiàn)acebook并不需要傳統(tǒng)的廣告宣傳，因為其品牌早已街知巷聞。公司應該采用全新的公關策略，把注意力從對神童CEO的宣傳轉移到讓人們樂于登錄網(wǎng)站。Facebook對此未立即回應。

????鄧恩說，有很多現(xiàn)成的素材，“比如兩人在Facebook邂逅而相愛，或者祖母通過Facebook看到小孫子的錄像？他們沒有講述這類故事，甚至都沒有為此搭建平臺。”

????如果Facebook有這樣的平臺，那公司就可以利用現(xiàn)有客戶群，這是樂于接受有凝聚力的正面信息的一代人。就用戶的年齡而言，“Facebook的品牌努力在30歲以上人群會遇到挑戰(zhàn)，而不是25歲以下人群。”阿倫?亞當森說，他是朗濤設計（Landor and Associates）紐約分部的董事總經理。他13歲的兒子一直央求他，想在Facebook上市時買一股股票。“這就是他的品牌。對孩子們來說，知道酷小孩在做什么至關重要。”

????現(xiàn)在上市的煙霧終于散去，扎克伯格和他的伙計們能否讓孩子們繼續(xù)喜歡那種關注的感覺？我們拭目以待。

????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.