Chapter 10

The social network effect

All social media networks have one thing in common: strip away the trendy names and minimalist logos, and what you’re left with is a powerful, democratised publishing platform.

Some networks like the now-defunct MySpace were established with a specific theme – music – in mind. The content and themes of most other networks are shaped by their users, however.

Over the years brands and companies have adapted their own storytelling to the interests of the community so that YouTube has become a powerhouse platform for the entertainment industry, Vevo the go-to network for musicians and record labels, Pinterest and Instagram virtual shop windows for fashion and retail brands, and LinkedIn a destination for professional ...

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