The Hidden Psychology of Social Networks: How Brands Create Authentic Engagement by Understanding What Motivates Us,New

The Hidden Psychology of Social Networks: How Brands Create Authentic Engagement by Understanding What Motivates Us,New

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SKU: DADAX1260460223
Brand: McGraw-Hill Education
$43.48
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From the former Head of Brand Strategy at Reddit comes a proven and thoughtprovoking approach to the digital economy and how brands can create authentic engagement that is rooted in the fundamental motivations behind human psychologyLeading marketing practitioner and thought leader Joe Federer draws on evolutionary biology, anthropology, neuroanatomy, and psychology, as well as more than a decade of handson 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 Freuds 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 youre 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 wordofmouth 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 consumersFascinating 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.

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