????眼下，Facebook已經占據了社交網絡領域的支配地位，業(yè)界似乎鮮有競爭對手。今年6月，谷歌（Google）推出了新的社交產品——Google +。谷歌對其大肆吹捧，而該產品上市伊始就凝聚了數以百萬計注冊用戶。不過三個月過去了，現在我們并不清楚到底有多少人還在堅持使用Google +。（谷歌最近向普通網民開放了Google +，希望能招攬到更多新用戶。）Twitter雖然發(fā)展迅猛，但其業(yè)務過于局限而且還面臨著重大高層變動。至于MySpace，事實上已經完蛋了。

????更為重要的是，分享正在成為主宰互聯網的信息發(fā)現、傳遞和增長的模式，而且在某種程度上，正在取代那些不愿意與Facebook整合的搜索及內容網站，因為Facebook正在大步挺進之前一度遭到忽視的領域。而在初期就欣然接納了Facebook的企業(yè)則獲得了競爭優(yōu)勢；少數曾與Facebook并肩作戰(zhàn)的幸運者現在更是獲得了巨大發(fā)展。Spotify的首席執(zhí)行官丹尼爾??？说桥_亮相，與扎克伯格一道向大家展示Spotify全新的音樂服務超級應用。會場上的大屏幕上顯示著：“更多音樂，更多選擇，付費意愿（是普通用戶的）兩倍?！?/p>

????隨著互聯網日益超越計算機的范疇，如今的Facebook已經到了無所不在的程度，它已經成為了我們生活中的一個重要平臺。AKQA是一家大型數字廣告代理公司，擁有奧迪（Audi）、耐克（Nike）等重量級客戶。其首席執(zhí)行官湯姆?貝德凱爾正在思考Facebook的未來發(fā)展，也許Facebook能搬上電視屏幕，也許還能進入我們的汽車（當然是聲控版的Facebook）。貝德凱爾說：“對于大型廣告機構而言，Facebook正在成為互聯網的代名詞?！?/p>

????然而，這代表Facebook一定就是互聯網的未來。Facebook這次的改版太顯著了，足以激起用戶的強烈反應。他們也許會覺得曝光過度，或是直接被如此多的變化弄得不知所措。（近來Facebook對界面做了大量改動，網站外觀已經發(fā)生了顯著變化。）而且，Facebook的潛在競爭對手并不僅僅局限于大型社交網站范疇，任何快速發(fā)展的互聯網公司都可能成為威脅。而且，前提還是美國政府未來不會出于隱私保護或是反壟斷方面的考慮出面干涉。

????也許這就是為什么盡管信徒數量一直在增加，扎克伯格卻努力變得謙虛謹慎一點。今年的大會，他邀請了《周六夜現場》（Saturday Night Live）的明星安迪?薩姆博格來調侃自己。薩姆博格笑問：“Facebook究竟有多少用戶？應該要比自稱發(fā)明了Facebook的人多吧?！痹瞬耧@然在自我解嘲。那一刻，大家都由衷地笑了。

????譯者：項航

????At the moment, it would seem there's not much competition over who gets to control (and make money from) all of this sharing and connecting. In June, Google (GOOG) launched its new social product, Google+, to great fanfare and attracted tens of millions of sign-ups right away, but three months after launch it's not clear people are actually using it. (The company just recently opened Google+ to the wider public, hoping for a surge of new users.) Twitter is growing fast, but its scope is more limited and it has had considerable organizational challenges. MySpace is, well, dead.

????What's more, as sharing becomes the dominant paradigm for how information is discovered and passed on, augmenting and in some cases replacing traditional search, web sites that choose not to integrate with Facebook increasingly occupy overlooked corners of a shadow web. Those that embrace these tools early can gain competitive advantage; the lucky few that develop alongside the company as launch partners receive huge boosts. Daniel Ek, CEO of Spotify, took the stage alongside Zuckerberg to show off the music service's new super ap. The bullet points above his head read, "More music, more variety, twice as likely to pay."

????As the web expands beyond our computers, this puts Facebook everywhere -- as the dominant interface to our lives. As CEO of large digital ad agency AKQA with clients like Audi and Nike (NKE), Tom Bedecarre is thinking about a future in which Facebook is available on our TV sets and in our cars (voice-activated, of course). Says Bedecarrre, "For large marketers, Facebook is becoming the web."

????But it's not a given that the web belongs to Facebook. These new changes are significant enough that they are sure to inspire intense reactions from users who may feel overexposed or simply overwhelmed by so much change. (Recent incremental changes to the site's interface have already significantly changed the way the site looks.) The potential for competition isn't limited to large social properties -- any fast growing web property poses a threat. And that's if Washington doesn't step in at some point over privacy or concerns about competitiveness.

????Maybe that's why, as Zuckerberg's audience grows, he makes more of an attempt at humility. He began this year's event by inviting Saturday Night Live Star Andy Samberg up to make fun of him. "How many users does Facebook have?" Samberg joked. "Even more people than claim they invented Facebook." It was self-deprecating. It was funny. For a moment.