文案与商业写作2018vox.com编辑精选
我曾是扎克伯格的演讲稿撰写人
I was Zuckerberg’s speechwriter
导读
这篇是第一人称回忆：作者曾为扎克伯格写演讲稿，借此复盘在剑桥分析丑闻前后，科技巨头的公开表达如何被构思、修饰和交付。对写作者来说，它不只是名人幕后故事，更是一堂关于代笔、危机沟通与“谁有权定义叙事”的写作课。
可以直接用的写作要点
- 01
写演讲稿或公开声明时，先分清“说话的人”“被代表的机构”和“听众”，再决定措辞；代笔不是替人抒情，而是替一个位置负责。
- 02
危机沟通写作要把承认问题、解释原因、给出可验证承诺排成清晰顺序，少用宏大形容词，多用具体动作。
- 03
代笔要保留本人的真实语气，同时不掩盖机构立场；遇到权力与责任冲突，写作选择本身就是伦理选择。
- 04
如果文章使用“平台即政府”这类隐喻，要一路推演它的含义——谁是公民、谁能迁移、权利归谁——让比喻成为论证而不是装饰。
HN 评论精选
用“平台即政府”的隐喻重新框定问题，并推演其制度含义，能显著提升论证力度。
大型网络平台就像政府。Facebook 是政府，用户是公民，应用开发者是驱动经济的私营公司；Apple、Twitter 等有活跃用户的大型网络也扮演类似角色。我们常把它们称为社区，而社区就有政府。关键问题是它们是什么类型的政府：它们不是民主制，而是由创始人、投资者或股东控制的寡头制。只要用户能以很低成本自由迁移，就不必强加民主的低效；但这让“迁移政策”和财产权格外重要——我的数据归我吗？我能自由导出吗？强网络效应平台未来可能需要其他激励，才会为公民利益行事。
rememberlenny查看英文原文
Web platforms are governments. "Facebook is a government. Facebook's users are citizens, and Facebook's applications developers are the private companies that drive much of the economy. Apple. Twitter, Myspace, Craigslist, Foursquare, Tumblr and every other large network of engaged users (including some services of Google) plays a similar role. We have always tacitly acknowledged this. We talk about these networks as communities, communities have governments." "Once you start thinking about large web platforms as governments, the logical question is what kind of government are they. One thing is for sure - none of these platforms are democracies. They are oligarchies controlled by founders, investors or shareholders. That may not be at all bad. As long as citizens (users) can move freely from one government to another with little switching cost, there is no reason to burden these polities with the inherent inefficiencies of popular democracy. But that does put a special premium on emigration policies and property rights. Do I own my data, can I export it freely? It also suggests that large networks that have strong network effects may someday need other incentives to act in the best interests of their citizens." http://www.usv.com/blog/web-services-as-governments
用类比和反讽揭出双重标准，并在结尾加限定避免误读，是有力的论证结构。
难道只有我觉得这不是异端吗？国家或联邦州不过是在某一地理区域内垄断法律的公司。Facebook 的“垄断”至少还受市场情绪制约，“删除 Facebook”运动就是例子。看看上周：参议院居高临下地指责 Facebook 侵犯隐私，却没意识到讽刺——他们正是创建 NSA 并继续监听我们所有对话的那个实体的附庸。我们可以选择退出 Facebook，很多人已经这么做了；但 NSA 监控是非自愿的。为什么我们更担心自愿且可预见的风险，而不是非自愿的权利侵犯？别把这理解成我说 Facebook 做得对。
Barjak查看英文原文
Am I alone in thinking this isn't heresy? A country or federal state is just a company with a monopoly over law in a certain geographical region. Facebook's "monopoly" is at least subject to the whim of the market, as the Delete Facebook campaign shows. Look at last week. The senate was on their high-horse, admonishing facebook for privacy infringements, totally unaware of the irony they are an appendage of the same entity which created the NSA and continues to eavesdrop on all of our conversations. We can all opt out of Facebook. Thankfully many have. But NSA surveillance is involuntary. Why are we more worried about a voluntary and foreseeable risk than an involuntary rights violation? Don't interpret this as saying Facebook acted appropriately.
引用对方论点后追问执行者与资格，能把批评从口号推进到可检验的问题。
文中问：世界为何要信任 Facebook 或扎克伯格来塑造和管理这个新的全球元社会？掌握 Facebook 股权结构大权的扎克伯格，能否培养出管理它所需的自我意识和责任感？又说“是时候给 Facebook 的权力设下真正限制了”。这让我好奇：谁来设这些限制？我们又怎能知道他们具备处理此事的“自我意识和责任感”？
Nav_Panel查看英文原文
> why should the world trust Facebook or Zuckerberg to shape and manage this new global meta-society? Could Zuckerberg, who wields considerable power over Facebook’s share structure, develop the self-awareness and responsibility to manage it? > it’s time to set real limits on Facebook’s power Makes me wonder: who will be setting those limits, and how can we know they will have the "self-awareness and responsibility" to handle it?
同类还值得读
好文笔是一种商业优势
Good writing is a business advantage
这是广告人 George Tannenbaum 的一篇博客短文，主张清晰的写作在商业中是实打实的竞争优势——能把事情说明白的人，在会议、邮件、提案里就已经赢了一半。
文案与商业写作2020 · 449 分 · 198 评4 条写作要点编辑精选如何为落地页撰写文案
Writing copy for landing pages
这是 Stripe Atlas 关于落地页文案的写作指南，核心是把文案当成回答读者疑问的工具，而不是自我表达。
文案与商业写作2018 · 416 分 · 84 评4 条写作要点编辑精选一句话产品描述写作的艺术
The Art of Writing One-Sentence Product Descriptions
这篇文章讨论如何为产品写一句话描述，核心是把复杂产品压缩成一个能打动人的句子。
文案与商业写作2017 · 335 分 · 57 评4 条写作要点编辑精选Ask HN：为技术岗位写求职信
Ask HN: Writing cover letters for tech jobs
这篇 HN 讨论科技岗位是否需要写求职信、写给谁看、用什么语气和格式。
文案与商业写作2017 · 265 分 · 123 评4 条写作要点编辑精选分析 1 亿篇帖子：写出最佳标题的要点
100M Posts Analyzed: What You Need to Write the Best Headlines
BuzzSumo 分析了 1 亿条帖子，找出高点击标题的常见句式，但评论者提醒：这些“最佳标题公式”在两年内就完全失效，说明它测的可能是 Facebook 算法的偏好而非人类读者…
文案与商业写作2021 · 218 分 · 110 评4 条写作要点编辑精选