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The Hidden Psychology of Social Networks [electronic resource] : How Brands Create Authentic Engagement by Understanding What Motivates Us / Federer, Joe

Author
Federer, Joe
Published
McGraw-Hill, 2020.
Edition
1st edition.
Physical Description
1 online resource (288 pages)
Additional Creators
Safari, an O'Reilly Media Company
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Summary
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.
Subject(s)
Genre(s)
ISBN
9781260460230
9781260460223
1260460231 (electronic bk.)
Digital File Characteristics
text file
Copyright Note
Copyright © McGraw-Hill 2021 2021
Issuing Body
Made available through: Safari, an O'Reilly Media Company.
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