The astounding rise of the social networking phenomenon rightly has many traditional media executives wondering, "WTF?" or perhaps more accurately, "HTF did you do that?" So observed BusinessWeek Editor Steve Adler, drawing laughter as he introduced Sheryl Sandberg, the chief operating officer for Facebook, at the American Magazine Conference in San Francisco on Monday afternoon. Sandberg had plenty of advice for magazine publishers, but was also careful to distinguish their functions from Facebook.
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