Once, it was enough to put a notice in the newspaper when your child was born. But Mark Zuckerberg, the multi-billionaire founder of Facebook, likes to do things differently.
So he welcomed his newborn daughter, Max, into the world with an open letter on his social media site, in which he and his wife, Priscilla Chan, pledged to donate almost all their £30 billion fortune to charity during their lives.
The happy couple talked rather smugly about how their first child gave them cause to reflect on the future, saying they were inspired by their desire to build a better world and because they have a ‘moral responsibility to all children in the next generation’.
Within hours, more than one million Facebook devotees demonstrated their ‘like’ of this noble gesture, among them the actor Arnold Schwarzenegger and Melinda Gates, wife of fellow mega-rich philanthropist Bill Gates.
There was, of course, an outpouring of praise — particularly online — for this latest plutocrat declaring his intention to hand over great wealth.
Zuckerberg, 31, is the most recent in a growing line of digital billionaires turning to charity, and their giveaways are almost always a public, rather than a private, event played out on social media.