Sincerity of Zuck’s bucks

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I heard through various media sources today that Mark Zuckerberg is donating $100 Million to the Newark School District as a charitable donation.  What brilliant timing on his part!  The movie  about his creation (or alleged “acquisition”) of Facebook called “The Social Network” is due out in a week and this generates TONS of PR for Zuckerberg and Facebook.  The announcement is going to be made on “The Oprah Winfrey Show”  this Friday.  Quite an effective announcement strategy, I must say.

One just has to wonder if there are any other motives behind this donation other than getting good press for himself and further building buzz for the movie.  On one hand, the donation looks like a desperate attempt to gain approval at a time when millions of people will see the film and form an opinion about the guy as a result of the story told by director David Finch and writer Aaron Sorkin.  On the other hand, it is an enormously generous donation to a school district that is lagging behind the rest of the state in testing and could use the extra funds as they missed out on a large amount of funding due to the state’s loss of a federal education grant because of a clerical error.

I’m of the school of thought that if you want to donate your dollars or efforts to a cause, by all means please do so.  However, if you parade around announcing your good deeds to the world, it diminishes the perceived sincerity of the act.  Regardless of it’s sincerity, this is a shrewd PR move for Zuckerberg and his partners that will potentially get more butts in the seats at theaters when “The Social Network” is released on October 1st.  It definitely has people talking about him, the film, and Facebook and as they say;  “Any PR is good PR.”

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