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Facebook will inevitably roll out ads (which is again the reason why WhatsApp's co-founders left),
臉書不可避免地將推廣廣告（這也是WhatsApp聯合創始人離開的原因），
but it knows that it needs to be cautious about introducing ads in an environment where people go for private communication.
但臉書知道在人人重視隱私的環境中，對引入的廣告要非常小心。
This transition away from public consumption of content on social networks to more private interactions is a substantial vulnerability for Facebook's business.
從社交媒體內容到更加私密的互動，公眾消費的轉變對臉書業務而言是一個實質性的弱勢。
Mr Zuckerberg has acknowledged as much, comparing this transition to Facebook's earlier shift from desktop computers to mobile
扎克伯格也承認這一點，并把這種轉變比作臉書從臺式機轉向手機的早期變化
and predicting that making money from stories and messaging "will take some time, and our revenue growth may be slower".
他還預測要從故事和信息中獲取利潤“還需要一些時間，我們的收入增長將會放緩”。
It is unproven whether these new products can ever be as lucrative as Facebook's core offerings.
新的產品是否會像臉書的核心產品一樣盈利還未印證。
Facebook's political controversies have not yet dented advertisers' enthusiasm for its platforms but that may also change in the coming year.
臉書的政治爭議并未減少廣告商對這個平臺的熱情，但未來或許也會發生變化。
Many advertisers have long felt that Facebook is arrogant. Marketers with massive budgets are told to travel to its headquarters in Menlo Park,
很多廣告商長久以來都認為臉書很傲慢。手握大筆預算的市場營銷者被告知要去門洛帕克的公司總部拜訪
rather than staff volunteering to come to them, as is typical in the ad-sales world.
而不是讓員工主動登門拜訪他們，就像廣告銷售界的傳統那樣。
Such gripes aside, the marketing industry has two principal complaints.
先不提這類抱怨，市場行業還有兩個主要的抱怨。
One is that Facebook is not working as well for them as it used to in terms of users engaging with their ads (even though it is raising its prices).
一個是臉書在用戶參與廣告互動方面沒以前做得那么好了（但收費一直在漲）。
The second is that it misleads its customers. Brian Wieser of Pivotal Research in New York, for example, has pointed out to the company
第二個是它誤導了客戶。例如紐約的Pivotal Research的布萊恩·維瑟指出
that it was incorrectly promising advertisers that it could reach more 18-34-year-olds in America than actually exist there.
公司錯誤地向廣告商承諾，將有多少位18到34歲的美區用戶將看到他們的廣告，但實際上美國該年齡段沒有那么多人。
Facebook has still not removed the claim, despite a class-action lawsuit against the firm for allegedly padding its audience numbers.
臉書仍未刪除該承諾，即便臉書因夸大用戶人數而遭集體訴訟。
A senior marketer for a large American bank says Facebook has made mistakes on measuring engagement, reach, views and other data for no fewer than 43 products.
一家大型美國銀行的高級市場營銷人員表示臉書在對不少于43個產品的用戶參與、覆蓋、觀看和其他數據上犯了錯誤。
All of the mistakes, he notes, worked in the social-networking giant's favour.
他強調所有的錯誤都對這個社交網絡巨頭有利。
"If these were true errors, wouldn't you expect at least half to benefit marketers?" he asks.
“如果這些錯誤都是真的，是不是至少有一半都將對市場營銷人員有利呢？”他問道。
He expects to reduce how much his firm spends on Facebook and predicts that other marketers will as well next year.
他預計將減少自己的銀行對臉書的投入并預測其他的市場營銷者明年也將這么做。
At the same time that advertisers' faith in Facebook has been shaken, politicians in Washington are running out of patience with the company.
同時廣告商對臉書的信任已經動搖，華盛頓的政治家們對這家公司的耐心將要耗盡。
It seems unlikely that a new law will be introduced that significantly curbs Facebook's activities.
似乎不太可能引入一條新的法律限制臉書的行為。
But lawmakers' scrutiny of the firm is causing it to be more cautious about
但立法者對公司的監視讓公司在使用數據定位廣告
how it uses data for targeting advertisements and about what information it makes available to outsiders.
以及在對外部公司提供信息時更加的謹慎。
That will further diminish its attractiveness in the eyes of marketers.
這將進一步減少其在市場營銷者眼中的吸引力。
Mr Zuckerberg and Ms Sandberg are under pressure to prove to users and advertisers that Facebook is not only trustworthy but worthy of their time and money.
扎克伯格和桑德伯格正處于重壓之下，他們要向用戶和廣告商證明臉書不僅值得他們的信賴，也值得他們時間和金錢的投入。
If they cannot do so, and the company's share price continues its slide, it is possible that Ms Sandberg will be replaced in the next year.
如果他們做不到，公司的股價就會繼續下滑，有很能桑德伯格明年將被替換掉。
Mr Zuckerberg controls the majority of voting shares and is unlikely to go. He will doubtless have thoughts about Yahoo's sorry tale.
扎克伯格控制著公司的絕大多數投票權，他不可能離開。毫無疑問，他將想到雅虎抱憾的故事。
The onus is on him to show employees, advertisers and shareholders that Facebook won't repeat it.
他有責任向員工、廣告商和股東展示臉書不會重蹈覆轍。
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