/// Instagram Pictures Itself Making Money

September 9, 2013  |  All Things Digital

MENLO PARK, Calif.—When Emily White joined Instagram from parent company Facebook Inc. FB +3.02% in March, her first order of business was to push Chief Executive Kevin Systrom into a room. “For the first two weeks, I locked him into a conference room and I said, ‘This is all about getting the mission on paper,’ ” Ms. White recalled. Two weeks later, Mr. Systrom had boiled down the app’s mission to one lofty, if perhaps hokey, phrase: “to capture and share the world’s moments.” It was a rallying principle that Instagram could now sell to its staff, its users and, just as important, future advertisers. As director of business operations, the 35-year-old Ms. White effectively is the new chief operating officer of Instagram, the point person charged with turning a billion-dollar acquisition that has never made a cent into a real business. Mr. Systrom, co-founder of Instagram, still makes the ultimate decisions, but it is Ms. White who is responsible for courting brand marketers and laying the foundation for advertising. Read the rest of this post on the original site »

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Instagram Pictures Itself Making Money


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