After a decade of executive instability, Mark Zuckerberg announced a series of dramatic changes last May. He moved two top executives in a bid to create a new blockchain division, and installed new heads at WhatsApp and the News Feed.
He also appointed someone to run a new group dedicated to
privacy initiatives, though this last move has flown very much under the radar
Zuckerberg has become known in recent months for his
substantive blog posts, but was uncharacteristically quiet about the strategy
behind these moves. Now, the method behind the madness is emerging in light of
a new Facebook strategy unveiled earlier this month: the company is moving
toward a future dominated not by public news feeds but by private, encrypted
At the same time, Chris Cox is leaving the company after more
than ten years of working there, hinting at this shift in direction as the
reason for his departure: “As Mark has outlined, we are turning a new page in
our product direction, focused on an encrypted, interoperable, messaging
network. It’s a product vision attuned to the subject matter of today: a modern
communications platform that balances expression, safety, security, and
privacy. This will be a big project and we will need leaders who are excited to
see the new direction through.”
The move is likely to be bad for company morale, with Cox long one of the most popular executives in the company as the longtime leader of new employee orientations and an internal cheerleader for the social media giant.
Furthermore, Cox leaves at an awkward time for Facebook, with a
new criminal investigation looming in New York regarding data sharing practices
and in the wake of the longest site outage in memory.
Zuckerberg has said that he has no plans to appoint a
replacement for Cox as chief product officer; rather, Javier Olivan, who ran a
division called “central product services”, will take over the task of further
aligning Facebook’s family of apps while each app’s individual leaders report
directly to Zuckerberg himself.
The reshuffle goes beyond Coz. Chris Daniels, who previously ran Internet.org, is leaving the WhatsApp division. Under his lead, the company continued to grow in core markets like Brazil and India, though also suffered a series of public relations setbacks by its association with the spread of misinformation and hate speech around the world. Deservedly or not, Daniels also made a powerful enemy in the Indian government, and Zuckerberg is no doubt keen to wipe the slate clean.
Will Cathcart, whose previous role oversaw the running of the
News Feed, will be taking over for Daniels. Fidji Simo will be taking over the
Facebook app, though the optics of handing a division to one of Facebook’s few
female executives in the same month that Zuckerberg describes the app as
“yesterday’s news feed” aren’t great.
Amid the reshuffle, one thing is clear: Zuckerberg is dead set on reforming his company’s image as well as its internal strategy, and the online world cannot help but reform around the ripples of his decisions.
Ronn Torossian: Insights from a Native New Yorker and CEO of 5WPR
Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals.
Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 200 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions.
Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR.
Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, is a contributing columnist for Forbes and the New York Observer, and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller.
A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities