The question isn't, 'What do we want to know about people?', It's, 'What do people want to tell about themselves?'

Think about what people are doing on Facebook today. They're keeping up with their friends and family, but they're also building an image and identity for themselves, which in a sense is their brand. They're connecting with the audience that they want to connect to. It's almost a disadvantage if you're not on it now.

It's a juicy thing to say we're building a phone, which is why people want to write about it. But it's so clearly the wrong strategy for us.

I think Facebook is an online directory for colleges... If I want to get information about you, I just go to TheFacebook, type in your name, and it hopefully pulls up all the information I'd care to know about you.

Our philosophy is that we care about people first.

The main Facebook usage is so big. About 20 percent of the time people spend on their phone is on Facebook.