lack of transparency, facebook hired a d.c. lobbying firm to target some critics. >> a republican-leaning pr firm. they do opposition research. what that means is they try to find information in the public record that might look bad for their targets if reporters write about it. >> facebook has always touted itself as a company acting for the source of good for the world. and now getting down in the dirt. >> i don't think they have handled the communication component well. >> the weight of the scandals led to an historic drop in facebook stock. >> no company's ever lost a hundred billion dollars market value in just one day. just the latest hit for the company's billionaire founder mark zuckerberg. >> the company must also contend with new privacy laws in europe and calls for action from american lawmakers. >> there is probably more talk about regulation right now than at any point in over a decade.