What Mark Zuckerberg has to fear in testifying before Congress by Seth Fiegerman Facebook CEO Mark Zuckerberg is about to join a short list of chief executives from Silicon Valley who have stepped into the Capitol Hill hot seat -- with mixed success. Facebook首席执行官马克扎克伯格即将成为进过国会山的硅谷公司掌管者的一员——这个事喜忧参半。
Zuckerberg is scheduled to testify before Congress twice next week to address data privacy issues in the wake of the Cambridge Analytica scandal. 扎克伯格为解决剑桥分析数据隐私问题的丑闻，定于下周在国会出席作证。
As Zuckerberg and Facebook prepare for the hearings, there are two clear case studies for how Congress treats tech CEOs. In one, the CEO is eaten alive; in the other, he leaves the lions den unscathed. 在扎克伯格和Facebook为听证会做准备时，有两个说明国会会怎么对待科技企业CEO的明确案例值得研究。
一个CEO被剥的精光；另一个安然无恙的走出狮群。
Tim Cook, Apple (AAPL)s CEO (and lately Zuckerbergs foe), charmed Senators in 2013 when he was called in to get grilled about the companys use of tax havens. By the of the hearing, John McCain was praising Apple for its "incredible legacy" and Cook for being "a pretty tough guy." 蒂姆库克，苹果（AAPL）的首席执行官（且是扎克伯格最近的敌人），在2013年被要求针对公司进驻避税天堂的问题进行问询时，对议员们充分的展示了个人魅力。
在听证会结束时，约翰麦凯恩称赞苹果公司是“令人难以置信的遗产”，并称库克是“一个相当强硬的家伙”。
Jerry Yang wasnt so lucky. In 2007, the then-CEO of Yahoo was hammered repeatedly by members of Congress for the companys role in providing information to the Chinese government that led to the jailing of a journalist. 杰瑞杨就不那么幸运了。
2007年杨时任雅虎CEO，国会议员曾反复抨击雅虎在向中国政府方面提供消息方面扮演了重要角色，甚至还有一名记者因此被监禁。
When Yang admitted that Yahoo "could do better" to provide assistance to the journalists family, then-chairman of the House Foreign Affairs Committee Tom Lantos responded: "You couldnt do less." At another point, Lantos slammed the company with a remark that could resonate at the Facebook hearing: "Much of this testimony reveals that while technologically and financially you are giants, morally you are pygmies." 当杨承认雅虎为记者的家属提供“更好的帮助”时，时任众议院外交事务委员会主席的汤姆兰托斯回应道：“你不能少干任何事。
”在另一段时间里，兰托斯抨击雅虎的这句话可能会在Facebook的听证会上引起共鸣：“很多证词都表明，在技术上和经济上，你是巨人，但从道德上讲，你是侏儒。
” The fear of being publicly excoriated appears to be widespread in the tech industry. The CEOs of Google (GOOGL), Twitter (TWTR) and Facebook (FB) resisted calls from legislators to testify over foreign nationals using social media to meddle in the 2016 election. Marissa Mayer, the former CEO of Yahoo, reportedly had to be subpoenaed by a Senate committee last year to testify over massive data breaches. 对于被公开指责的恐惧，似乎在科技行业内普遍存在。
谷歌（GOOGL）、Twitter（TWTR）和Facebook（FB）的首席执行官们抵制了议员们的提议，他们想通过社交媒体让海外的国民参与到2016年大选中。
据报道，雅虎前首席执行官玛丽莎梅耶尔，去年不得不接受参议院一个委员会的传唤，会上要求她为大规模数据泄露事件作证。
The CEOs of Google and Twitter have yet to agree to testify alongside Zuckerberg, despite an invitation from the chairman of the Senate Judiciary Committee. 尽管得到了参议院司法委员会主席的邀请，谷歌和Twitter的CEO们还没有同意与扎克伯格一起出庭作证。
"Just because youre a successful founder or CEO, or both, doesnt mean youre not human," says Bradley Tusk, a regulatory adviser for tech companies. "Being called to testify before Congress is scary. Its like being called into the principals office, but with the whole world watching." “仅仅因为你是一个成功的创始人或CEO，或者两者兼而有之，但这并不意味着你不是普通人，”监管顾问塔斯克说到。
“被要求在国会作证是件可怕的事。
这就像被叫到校长办公室，但全世界都在注视着。
” The trick, Tusk says, is to be as genuine as possible. "Dont make excuses, dont be evasive, dont lecture. Just explain what happened to the best of your ability," he said. "Congress likes authenticity as much as the voters do." 塔斯克说，回答问题的诀窍就是要尽可能真诚。
“不要找借口，不要逃避，不要说教。
只要在你的能力范围内解释清楚究竟发生了什么就行。
”他说。
“国会像选民一样喜欢真实。
” Its a new challenge for Zuckerberg. Like other tech CEOs, he typically prefers to speak through posts on the platform he built, as well as at launch events and employee town hall meetings. Its rare for him to be interviewed in a setting not of his own choosing. 这对扎克伯格来说是一项新的挑战。
和其他科技公司的首席执行官一样，他通常喜欢在他所建的平台上发表观点，也会在发布会和员工大会上公开演讲。
After the data debacle last month, Zuckerberg agreed to speak with media outlets like CNN, Vox and The New York Times. He also did a press conference with reporters by phone on Wednesday. But Zuckerberg only appeared on camera once, for the interview with CNN. 在上个月的数据泄露事件之后，扎克伯格同意与CNN、Vox和《纽约时报》等媒体机构进行对话。
周三，他还与记者进行了电话访谈会。
扎克伯格只是在接受CNN采访时才出现在镜头前。
More to the point: In talking with the media, Zuckerberg got to choose which outlets hed take questions from and the timing of the interviews. It wont work that way with Congress. 更重要的是：在与媒体的交谈中，扎克伯格可以选择发生渠道、他选择回答的问题以及采访的时间。
但是对于出席国会，他不能这么自由。
"It could be a self-defining moment," says Paul Argenti, a professor of corporate communication at the Tuck School of Business at Dartmouth. "The worst-case scenario is he comes in and he is the old Mark Zuckerberg." “这可能是一个自我定义的时刻，”达特茅斯大学塔克商学院的企业交流教授保罗•阿根提说到。
“最糟糕的情况是他面对议员们，直接变回“旧”扎克伯格。
” The old Zuckerberg was often labeled awkward and immature. He wore a hoodie to meet with Wall Street investors before Facebook went public in 2012. He also rambled and sweated profusely through an interview in 2010 about -- of all subjects -- user privacy. “旧”扎克伯格经常被贴上“尴尬”和“不成熟”的标签。
2012年Facebook上市之前，他曾穿着一套连帽衫与华尔街的投资者见面。
在2010年的一次采访中，他还在一次采访中大谈特谈——包含各个方面——当然也包括用户的个人隐私。
Since then, Zuckerberg has carefully cultivated a public image befitting a political figure. Hes appeared alongside world leaders, met with voters across the U.S., pivoted to philanthropy and weighed in on social issues. 从那时起开始改变，扎克伯格精心打造了一个政治正确的公众形象。
他和世界各国领导人一起出现，在美国各地与选民见面，他在公益事业和社会问题上分出更多精力。
Now his public image is about to be put to the test by actual politicians. 现在，他的公众形象将受到政治家们的考验。
"Over the last few years hes had plenty of training dealing with top policymakers - including many difficult customers," says Dex Torricke-Barton, a former speechwriter for Zuckerberg and former executive communications manager for Facebook. “在过去的几年里，他接受了很多关于高层决策者的培训——包括怎么应付难缠的客户，”曾为扎克伯格做过演讲稿撰写人、担任过Facebook高管沟通经理的德克斯托里克-巴顿说。
"Some members of Congress may relish the opportunity to trip Mark up in public," he said, "but theyre likely to be disappointed." 他说：“一些国会议员可能会很高兴有机会能在公共场合让马克难堪，但他们很可能会失望。
”