Advertising works most effectively when it's in line with what people are already trying to do. And people are trying to communicate in a certain way on Facebook - they share information with their friends, they learn about what their friends are doing - so there's really a whole new opportunity for a new type of advertising model within that.

It's not because of the amount of money. For me and my colleagues, the most important thing is that we create an open information flow for people. Having media corporations owned by conglomerates is just not an attractive idea to me.

At Facebook, we're inspired by technologies that have revolutionized how people spread and consume information. We often talk about inventions like the printing press and the television - by simply making communication more efficient, they led to a complete transformation of many important parts of society. They gave more people a voice. They encouraged progress. They changed the way society was organized. They brought us closer together.

I think that more flow of information, the ability to stay connected to more people makes people more effective as people. And I mean, that's true socially. It makes you have more fun, right. It feels better to be more connected to all these people. You have a richer life.

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

There have been misperceptions that we're trying to make all the information open on Facebook, and that's completely false. There are big buckets of information that we recommend that you share with only your friends privately. Then some of the more basic information, we recommend that that's visible to everyone.