From The New York Times.
For years, Mark Zuckerberg, the chief executive of Facebook, has extolled the virtue of transparency, and he built Facebook accordingly. The social network requires people to use their real identity in large part because Mr. Zuckerberg says he believes that people behave better — and society will be better — if they cannot cloak their words or actions in anonymity.
“Having two identities for yourself is an example of a lack of integrity,” Mr. Zuckerberg has said.
Now, Facebook is being taken to task for trying to conceal its own identity as it sought to coax reporters and technology experts to write critical stories about the privacy implications of a search feature, Social Circle, from its rival, Google.
Companies in Silicon Valley and elsewhere routinely approach reporters and analysts with stories about the so-called misdeeds of their competitors. But journalism and public relations experts criticized Facebook for doing so anonymously and insisting that Burson-Marsteller not reveal its identity.
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