SXSWi Dispatch: Mini-scandal over Zuckerberg keynote speaks volumes about reputation dangers on Internet

If 2007's South by Southwest Internet conference will be remembered as the year microblogging service Twitter broke out, this year's event event will be linked to an audience revolt during a keynote event Sunday by Facebook founder Mark Zuckerberg and his interviewer, journalist Sara Lacy of Business Week.

Attendees objected to Lacy's frequent interruptions, line of questioning and perceived self-promotion, and let her know about it through hoots, hollers, shouts, and highly negative Twitter messages during the event. Later, she was roundly criticized on blogs. For a blow-by-blow, check out Daniel Terdiman's write-up.

Through Twitter and a YouTube video afterwards, Lacy defended her interview of Zuckerberg.

Yesterday, the Facebook chief sought a do-over as he hosted a previously unscheduled question and answer session at an Austin lounge, where he referenced the keynote event in his opening remark.

"Yesterday's Q/A wasn't enough fun," said Zuckerberg.

Asked by an audience member for his reaction to the widely criticized keynote, Zuckerberg neither attacked nor defended his interrogator.

"One of the big pieces of feedback we got yesterday was that we just didn't open it up to questions from people early enough," he said. "So I figured ok, let's just open this up for another 20 or 30 minute session take some more questions and have a good discussion."

(Interestingly, the only reason I knew about the second Zuckerberg event was via a Twitter message I happened to catch as it was flying by).

The audience response to journalist Lacy at Sunday's keynote was a tad unseemly, according to Thor Muller, founder and CEO of GetSatisfaction.com. Muller hosted a panel on managing online reputation at SXSWi.

"It's a mob rule thing that happens more easily and faster on the Internet," he said.

Interviewer Lacy, whose reputation took a hit among the Internet luminaries at South by Southwest, could be doing a better job defending herself from attacks, said Muller.

Listen to Muller (MP3)

When people or companies are attacked online they often make the mistake of trying to control information, said Muller.

Listen to Muller (MP3)

It's possible that Lacy's reputation was permanently damaged at South by Southwest, but then again many attendees had never heard of her before. They all know her name now.

Is there really that much interest in a CEO of a social networking site????? Isnt SXSW about music?