A hot ticket over at SXSW's Interactive conference during the weekend was Facebook head Mark Zuckerberg, who filled a massive Austin Convention Center ballroom for a Q & A session. His key message, reiterated a number of times, was "efficient communication" and "empathy" enabled via the Facebook site and the many products, services and tools being developed to run in conjunction with the platform. Zuckerberg revealed that, in addition to recently launching sites in Spanish and German, the company has now unveiled its French language site. Later in the day on Sunday, Facebook welcomed SXSW attendees to an afternoon event introducing some of the tools available to filmmakers and marketers. Variety offers a take on the panel, weighing in with some tough words for the discussion's moderator, writer Sarah Lacy.