Scandal does not spell end of Facebook
What Mark Zuckerberg says to his staff at Facebook HQ will need to motivate, reassure, and above all convince them that the company they work for is still "on mission".
He's long talked about the social media platform being "a force for good", but to the outside world right now that's very much up for debate.
This is not just about being able to retain and recruit top talent; it's the importance of addressing the company's current existential crisis.
And the core values of the social media giant must not be forgotten here.
They incorporate key phrases like "build community", "closer together" and "social value".
But the one that stands out right now, rather ironically, is Core Value number three: "Move Fast".
Well, that's certainly not what Mr Zuckerberg has stuck to – at least publicly – so far.
His wall of silence lasted for nearly five days in the wake of the Cambridge Analytica scandal.
I was even parachuted into San Francisco at the height of the controversy to "doorstep" the man himself at his home in Palo Alto.
Unsurprisingly he wasn't available, but the gesture was more symbolic than anything else.
I was never going to catch a glimpse of this man – his house was quite rightly surrounded by security – but thousands of his employees deserved better.
At an internal meeting at Facebook in Menlo Park this week he, and his chief operating officer Sheryl Sandberg, were reportedly notably absent.
He is now expected to address the company at a previously scheduled meeting on Friday.
Some analysts suggest that while trust in Facebook is at an all-time low, the tech giant will weather this storm as it has done many others.
Casey Newton, Silicon Valley editor at the Verge, admits there is an ongoing "cultural reckoning" with the platform but it's not about to disappear (despite what the #deletefacebook movement suggests).
"This is not the first time Zuckerberg has had to apologise," Ms Newton told me.
"In fact I was looking over the history and over the last decade there have been at least 11 times that he has had to come forward and apologise.
"It's not unusual that one of the biggest tech companies is going to blunder and they are going to have to apologise… but is it all over for Facebook? No I don't think so."
And he's right. It's not. The platform still has two billion users worldwide.
But in the wake of the Russian election interference scandal, misinformation, and now this – the tide is certainly turning for Facebook from a political standpoint.
In the midst of multiple global investigations security and privacy is paramount.
The way our data is distributed and how we consent to that will no doubt change as a result of this.
And Silicon Valley security experts are watching and waiting for the impending regulation.
Sameer Dixit, security consultant at Spirent Communications in Silicon Valley, says that lessons will be learned across the board but there can never be "zero risk".
"When we tie our seat belts in a car," he said, "we are taking a step that in an event of a crash we get hurt less.
"It it doesn't guarantee that nothing bad will happen to you. Similarly with incidents like this and learnings from this.
"There will be more regulations and more stricter privacy laws… but there is nothing called absolute security."
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This is, admittedly, probably less about the poster boy of the San Francisco tech elite and more about the larger issues at hand.
But for Mr Zuckerberg, who was last year touted softly online as presidential possibility, his defining moment may end up being wrapped up in one of the most significant and damaging privacy issues of the digital age so far.