Book description
A thought-provoking new approach to the digital economy and how brands can create authentic engagement by understanding the fundamental motivations behind human psychology from the former Head of Brand Strategy at Reddit
Leading marketing practitioner and thought leader Joe Federer draws on evolutionary biology, anthropology, and psychology to explain why people act so differently in various online spaces and what they are seeking from participating in each one. With a framework based on Freud’s Id, Ego, and Superego model of the human psyche, he demonstrates how different social network structures correspond to different mindsets: platforms like Reddit to the unfiltered Id, Facebook to the managed Ego, and Instagram to the ideal Superego. Understanding these fundamental mindsets of social media users enables marketers to more efficiently and effectively utilize these channels to reach their target audiences.
In The Hidden Psychology of Social Networks readers will learn:
- how to create content that drives sharing and word-of-mouth
- how brands can fit natively into different types of social channels
- how to balance branded social presences across different networks
- why authenticity will only grow in importance to consumers
Fascinating and deeply compelling, it is the essential playbook for marketing, PR, and advertising professionals.
Table of contents
- Cover
- Title Page
- Copyright Page
- Dedication
- Contents
- Acknowledgments
- Introduction
- PART I MEMEOLOGY
-
PART II SOCIAL MEDIA AND ITS DISCONTENTS
- 4 WEARING OUR MEMES The Ideal Self, Managed Self, and True Self
- 5 ONLINE REPRESENTATION OF THE OFFLINE SELF The Ego and the Conscious Center of Action
- 6 THE GUIDING INFLUENCE OF CULTURAL IDEALS Superego Networks and the Expression of the Ideal Self
- 7 THE UNREALIZED POWER OF TRUE SELF NETWORKS The Id and the Unconscious Self
-
PART III SOCIAL MEDIA’S RIGHT AND LEFT BRAINS
- 8 LEFT AND RIGHT BRAIN NETWORKS The Known and the Unknown
- 9 THE MEME FLOW Right Brain, Left Brain, and Right Brain Again
- 10 FIVE LESSONS FOR BUILDING AND HONING A SOCIAL STRATEGY
- 11 BUILDING BEST-IN-CLASS SOCIAL CAMPAIGNS EFFICIENTLY AND EFFECTIVELY
- 12 THE NEGLECTED RIGHT HEMISPHERE Balancing Storytelling with Experience Building
- Notes
- Bibliography
- Index
Product information
- Title: The Hidden Psychology of Social Networks: How Brands Create Authentic Engagement by Understanding What Motivates Us
- Author(s):
- Release date: September 2020
- Publisher(s): McGraw-Hill
- ISBN: 9781260460230
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