Скритата психология на социалните мрежи

by Joe Federer

По целия свят специалистите по маркетинг, специалистите по комуникация и бизнесът като цяло се опитват да извлекат максимална полза от използването на социалните мрежи. Вече разполагаме с приложим модел за осмисляне на социалните мрежи и с доказани подходи за планиране, реализиране и анализ на кампаниите и съдържанието в тях. И можем да разберем по-добре мотивите на потребителите. Всичко това идва с много детайлни примери в една от най-добрите книги за маркетинг в социалните мрежи.
Георги Малчев, преподавател по маркетинг

Джо Федерер поглежда към социалните мрежи от различен ъгъл, което му позволява да разкрие пред всички нас "Скритата психология на социалните мрежи". Книга, която всеки, който влиза в социалните мрежи, трябва да прочете, за да знае кога и къде водещо е неговото Аз, Свръхаз и То. Изключително откровена, истинска и вдъхновяваща книга, която е чест, че преведох и издаваме на български език. Завиждам ви, че ви предстои първата среща с Джо Федерер.
Д-р Десислава Бошнакова

Социалните мрежи винаги са били повече психология, отколкото технология. А със своя "бъбрив" и бърз за четене и лесен за разбиране език Федерер ни потапя в дълбокото, за да можем правилно да разбираме социалните мрежи, да се възползваме максимално от тях и да извличаме ползи от присъствието в тях - като хора и / или като марки. Задължително четиво за всички, които професионално се занимават с дигитален маркетинг и за онези, за които онлайн присъствието предизвиква интерес.
Димитър Цонев

Социалните мрежи - този опиум на съвременния човек! И нож с много остриета за бизнеса и организациите. Федерер ни превежда през лабиринта на интернет пространството и дава безценни съвети към работещи решения за оптимално присъствие онлайн. Всеки мислещ разумно мениджър, комуникатор или предприемач е добре да я има в ръцете си.
Д-р Жюстин Томс

Genres: Psychology, Nonfiction, Business, Social Media, Technology

310 pages, Paperback

Published January 1, 2022

Reviews

[Dr. Tobias Christian Fischer · Rating 5 out of 5]

I learned from the book that people and brands on social media should remember: “the medium is as important as the message.” People interact differently on different platforms. Freud’s model of the mind – the id, superego, and ego – responds to those platforms. For example, people on Instagram show their idealized-self space. This helps not only to create great content but also to be authentic and real in a digital world.

#blinkist

[Lycheeseed · Rating 4 out of 5]

This is an important and insightful book to explain as brand, how to create engaging contents on social media platforms. I personally find what's more interesting about this book is how author explains the social media ecosystem (Facebook, Twitter, Instagram, Reddit etc..) using analogies of Freud's classic "Id, ego and superego" concept.

According to the author, we can see sites like Reddit and any other anonymous sites as ID network, where people are generally more open to new ideas, more exploratory. Whereas, Facebook or any other social media sites where you connect with people whom you know in real life as ego network, on here, people act more like how they act offline most time, you wouldn't post something too controversial or offensive because of the social pressures. Lastly, superego networks are those sites like Instagram, Twitter, that you may have people you know offline on there but also you might care more about the followers count. So markets should know these important distinctions because how people act and behave on different sites vary dramatically. Some promotional contents a brand post on Instagram might have no engagement on other sites.

Another important concept I learned from this book is 4 types of creative contents a brand can create to drive engagements from users.

1. Bookmarkable contents: your contents create values that users would bookmark and save for later use.
2. Badgeworthy contents: contents that reflect to users and users want to share the contents with friends.
3. Commiserative contents: contents worth saving and sharing that users can relate on deep level.
4. Aspirational contents : contents that reflect users' aspirations, their ideas, dreams.

I found this is a very well-explained concept and it made me to pay more attention now when I go on social media and I'm trying to figure out why am I seeing such ad or post.

Nowadays we hear so many criticisms about social media use and most of us probably have more than one account on different sites. Let's set aside of mental issues, self-esteem issues these technologies bring to us. For brands and marketers, social media are the greatest platforms to promote products and services. Overall, it's a well-structured and very helpful book, if you are a marketer, this is a great resource book on how to build strong brand presences and drive more engagements online.

[Orianne Stern · Rating 4 out of 5]

It is a refreshing take on digital marketing strategies, but one that truly grasps the human behavior in each platform through Freudian Psychoanalysis of the id, the superego and the ego (and the platforms were we showcase each of this sides). In general it provides for profound insights that make you question from brand strategies to personal choices.

The book does an excellent job at outlining the important of the medium, an how it is as vital as the message itself. The book is a must read for all marketers and community managers to truly understand how people engage in different social networks by understanding the psychology behind it.

[Lexi Gravino · Rating 4 out of 5]

As a fellow marketer, this book provided new perspectives on why people act the way they do on different social medias. I enjoyed Federer's humor throughout the book and the ample examples he provided of brand's creative marketing strategies. Since this book is a little dense, I think it's best to read just a chapter or two at a time to be able to fully process all the information.

[Mandy Morello · Rating 5 out of 5]

Insightful and interesting

Although the author focuses mostly on Reddit, there was a lot of great examples and tips on how to build a successful social media campaign that travels across the social media ecosystem. I learned a lot from this book and how to adapt my content to each platform which is exactly why I picked up the book.

[Dai Macdonald · Rating 5 out of 5]

FANTASTIC. Do yourself a favor- if you're in Social or Digital Marketing, read this book.

[Nicole · Rating 3 out of 5]

Interesting read. I'm not a marketing person so not everything connected but it was interesting to learn how each social media effects us or how we use it.

[Regis Lucci · Rating 5 out of 5]

resumo

[Amir Jabbari · Rating 4 out of 5]

Loved how creative the author was in cascading the ID, Ego and Superego of psychology into the realm of social networks

[Yaz · Rating 4 out of 5]

A Jungian and Darwinian approach to social media psychology. Interesting. But it really can be summed up in two things: being interesting and/or shareable without losing context.

[Egg]

MEJO 710