8. Mob Rule: Mark Zuckerberg SXSW Interview: 2008 in Review

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“A disaster”, “a trainwreck” were some of the words used to describe BusinessWeek’s Sarah Lacy’s questioning of Facebook founder Mark Zuckerberg at the SXSW festival in Austin, Texas.

Dissatisfied with Lacy’s approach, a wave of dissent was swift to erupt - first on Twitter and then in the room itself. Lacy handed over the microphone to the audience, challenging them to come up with better questions.

Speaking after the interview, Sarah Lacy said: “A lot of people said they got a lot out of it and frankly we broke a lot of news.”

Whatever the rights and wrongs of the interview itself, this was a real demonstration of how people’s use of social media can change an event as it is still unfolding.