Why CEO Esther Crawford is rewriting the playbook for social startups. : When we go online to communicate, hang out or play, we’re typically logging on to platforms conceived of and built by men. Mark Zuckerberg famously created Facebook in his Harvard dorm room. Evan Spiegel and his frat brother Bobby Murphy devised a plan for the ephemeral messaging app Snapchat while the pair were still students at Stanford. Working out of a co-working space, Kevin Systrom and Mike Krieger built Instagram and yes, they also went to Stanford.