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Joe Federer The Hidden Psychology of Social Networks: How (Hardback) (UK IMPORT)

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Book Title
Hidden Psychology of Social Networks: How Brands Create Authentic Engagement by Understanding What Motivates Us
Publication Name
The Hidden Psychology of Social Networks: How Brands Create Authe
Title
The Hidden Psychology of Social Networks: How Brands Create Authe
Author
Joe Federer
Format
Hardcover
EAN
9781260460223
ISBN
9781260460223
Publisher
Mcgraw-Hill Education
Genre
Business & Economics, Social Science
Release Date
06/10/2020
Release Year
2020
Country/Region of Manufacture
US
Item Weight
18.6 Oz
Language
English
Publication Year
2020
Topic
Marketing / General, Customer Relations, Sociology / General, E-Commerce / Internet Marketing
Number of Pages
304 Pages

關於產品

Product Information

From the former Head of Brand Strategy at Reddit comes a proven and thought-provoking approach to the digital economy and how brands can create authentic engagement that is rooted in the fundamental motivations behind human psychology Leading marketing practitioner and thought leader Joe Federer draws on evolutionary biology, anthropology, neuroanatomy, and psychology, as well as more than a decade of hands-on experience, 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 the internet is a digital reflection of the collective human psyche and how different social networks correspond to different mindsets: platforms like Reddit to the unfiltered Id, Facebook and Twitter to the managed Ego, and Instagram to the ideal Superego. In the same way you behave differently when you're home alone, out with friends, communicating with family, or interacting with coworkers, people act and express themselves differently in these various online spaces. Context matters. Understanding this will enable you to develop and execute effective engagement strategies to reach your target audiences on each social network. 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, The Hidden Psychology of Social Networks will equip you to make vastly more efficient use of your media buys, establish more thoughtful strategies, develop better creative, and, in the end, deliver more effective marketing that provides value.

Product Identifiers

Publisher
Mcgraw-Hill Education
ISBN-10
1260460223
ISBN-13
9781260460223
eBay Product ID (ePID)
15038823317

Product Key Features

Book Title
Hidden Psychology of Social Networks: How Brands Create Authentic Engagement by Understanding What Motivates Us
Author
Joe Federer
Format
Hardcover
Language
English
Topic
Marketing / General, Customer Relations, Sociology / General, E-Commerce / Internet Marketing
Publication Year
2020
Genre
Business & Economics, Social Science
Number of Pages
304 Pages

Dimensions

Item Weight
18.6 Oz

Additional Product Features

Lc Classification Number
Hm741.F343 2020
Table of Content
Acknowledgments Introduction PART I MEMEOLOGY 1 WHAT'S IN A MEME? 2 THE MEME AND THE MEME MACHINE The Importance of the Format of a Meme 3 EVOLVING MEME MACHINES Five Principles to Maximize Engagement 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
Copyright Date
2021
Lccn
2020-022088
Intended Audience
Trade
Illustrated
Yes

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