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

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

Autorzy
Wydawnictwo McGraw-Hill Professional
Data wydania 15/09/2020
Wydanie Pierwsze
Forma publikacji eBook: Reflowable eTextbook (ePub)
Język angielski
ISBN 9781260460230
Kategorie Ekonomia, finanse, biznes i zarządzanie, Handel elektroniczny: aspekty biznesowe, Przedsiębiorczość, Obsługa klienta
licencja wieczysta
Produkt dostępny on-line
Typ przesyłki: wysyłka kodu na adres e-mail
E-Mail
zamówienie z obowiązkiem zapłaty
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Opis książki

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.

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

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