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Zusammenfassung von The Hidden Psychology of Social Networks

Name: The Hidden Psychology of Social Networks
Rating: 4.2 (97 reviews)
Author: Joe Federer

Joe Federer

How Brands Create Authentic Engagement by Understanding What Motivates Us

4.2 (97 Bewertungen)

24 Min.

Kurz zusammengefasst

In 'The Hidden Psychology of Social Networks' by Joe Federer, readers gain an understanding of the power dynamics of social networks, how they control attention, and how we can navigate them for our benefit.

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Neuromarketing Überzeugen Branding Sozialpsychologie Marketing Soziale Medien

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The Hidden Psychology of Social Networks
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What’s in it for me? Learn about the hidden psychology behind social networks.

Say you’re the online content manager for an up-and-coming brand. You’ve been told that you’ve got to build relationships with users across different social media platforms. So you begin posting cheery PR material and carefully designed videos and images. It works fine at first – you get likes and shares. But then bloop! One of your posts goes down like a lead balloon. Your brand is ridiculed, from Twitter trends to the far corners of Reddit.

In these blinks, you’ll discover exactly how to avoid that mess. As well as learning about the basics, like memes, you’ll get a deeper insight into how users interact with each other and brands across the internet. By digging into the psychology behind social media, you’ll learn just what motivates people to share, like, or post about your brand’s content.

In these blinks, you’ll learn

that the medium is just as important as the message;
what Freud can tell us about social media; and
how UNIQLO conquered Reddit.

The idea of the meme comes from evolutionary biology.

“Meme.” It’s a word that’s been flying around for a while now. If you’re an internet user of any sort, you probably instinctively know what one is. You’ve seen the silly pictures, GIFs, and videos that gain massive traction on social media. You’ve probably even shared one or two. But you might be unfamiliar with how and why the word entered our vocabulary.

To understand that, we have to dig into some science.

The key message here is: The idea of the meme comes from evolutionary biology.

Evolutionary biologist Richard Dawkins coined the term “meme” in his book The Selfish Gene. He described how genes are the real drivers of evolution. Through the process of natural selection, successful genes manage to pass themselves down from one generation to the next. He called the vehicle for those genes, be it a plant or an animal, a gene machine.

Dawkins also noticed that things like ideas, songs, fashions, and languages are passed down in human society in a similar way to genes. He called these memes.

Like genes, memes go through an evolutionary process. Think of how ideas evolve. The initial idea is conceived by one human being, and then it’s transmitted to another. As it comes into contact with other brains, it mutates and develops. If an idea is attractive, it becomes successful; otherwise, it fizzles out.

And just like genes, memes have to be transmitted through a vehicle. But rather than through the bodies of animals and plants, memes travel through different formats: meme machines.

Take the example of the “Mondays Suck” meme, which is based on the idea that we all hate Mondays because we have to go back to work. It’s obviously a relatable meme, and its success is evident in its many different formats. Numerous GIFs, tweets, and videos carry the Mondays Suck meme throughout the internet.

It has also propagated in other offline ways. For instance, the entire premise of the film Office Space centers on the idea. And, long ago, the Roman emperor and philosopher Marcus Aurelius dedicated a chapter of his Meditations to this very subject. Through all of these different meme machines, the meme has persisted and spread through our culture.

In the next blink, we’ll look at why the machine is just as important as the meme itself.

The format of the meme is as important as the meme.

Imagine you’re listening to someone tell a joke. In the wrong hands, a good joke can be heavy, dull, and completely fail to make you laugh. But if told by a gifted comedian, even the most clichéd material can be laugh-out-loud funny. It’s all about delivery.

The same is true for memes: the meme machine has to fit the meme. For instance, anyone browsing Reddit or 4chan during the late 2000s and early 2010s would’ve noticed that memes, in the form of images, were always accompanied by words written in the chunky, unsophisticated “Impact” font.

To succeed, brand content should bring value, adopt the right format, and employ narrative techniques.

Online content teams often fall at the first hurdle as they scramble to understand and harness new memes and trends. Their carefully crafted marketing campaigns are ripped apart by savvy online communities, or they just sink without a trace. Worst of all, some brands enter online spaces without really understanding them – like an embarrassing older relative crashing a house party.

But when content is gauged correctly, an advertising campaign can really succeed. So what can brands do to create content that actually works?

Freudian psychoanalysis reveals how we engage different personas across different social media platforms.

Each of your social media platforms has its own specific tone. Think about your Instagram posts – how do they compare to those on Twitter? And your Facebook profile is probably nothing like your Reddit profile. It’s as if you’re taking on different personas across the various platforms.

The author believes that this corresponds to Sigmund Freud’s model of the mind. In this model, Freud suggests that the mind is made up of an id, a superego, and an ego. The id is your chaotic, unconscious instincts and desires. Then, the superego embodies all your learned cultural rules and ideals. Finally, the ego, which is the conscious “center” of your mind, has to mediate between these two sides. In the author’s view, you engage these different parts of the mind on different platforms.

On ego networks, create opportunities for self-expression and connection with offline friends.

To succeed, brands need to understand how people behave across different social networks. It’s not enough to have a blanket marketing approach across all platforms. Posting content meant for Instagram simply won’t cut it on Reddit – and vice versa.

So let’s first consider the way brands should engage with people on ego networks – the sites like Facebook or Snapchat. To recap, this is where you present a version of yourself that’s consistent with your offline life. You’re mostly interacting with others who know you in person, which brands should be sensitive to.

To drive engagement on superego networks, align with people’s ideal selves.

As we now know, superego networks are where we present an idealized self; these are platforms like Instagram or TikTok. We curate our lives heavily on these platforms because the whole world can see us – not just the people who know us offline. Consciously or not, we mostly present event highlights, positive moments, and idealistic beliefs.

To appeal to people on superego networks requires content that is badgeworthy and aspirational. Take, for example, fashion content – something that has had great success on Instagram. When someone engages with a post by Nike, they’re defining their ideal self as athletic. On the other hand, if they engage with a small, local clothing brand, they’re defining their ideal self as offbeat, ethical, and fashionable.

To succeed with id networks, focus on fostering an authentic online community.

On id networks like Reddit and 4chan, all that users have to identify themselves are nicknames – often comic handles like “drunkwombat92” or “lovetacos123.” These are websites where individual identity and representation aren’t a big deal. The important thing is the community.

Compare Reddit with Instagram, for example. On Instagram, users present a highly individualistic version of themselves – selfies, snaps of their meals, their vacations, etc. On Reddit, they join groups called “subreddits” and discuss their favorite subjects with other anonymous users. Most Reddit users don’t even have a profile picture, just a customizable avatar.

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Worum geht es in The Hidden Psychology of Social Networks?

The Hidden Psychology of Social Networks (2020) describes how brands can create effective and authentic content by understanding the basics of human psychology. Drawing on Freudian psychoanalysis, it gets to the bottom of our online habits and shows brands how to connect with people on a deeper level.

Wer The Hidden Psychology of Social Networks lesen sollte

Brand strategists at companies big or small
Content creators of any type
Those curious about how brands are trying to get their attention

Über den Autor

Joe Federer is a social media thought leader and former Head of Brand Strategy at Reddit. He has also worked at PR and advertising agencies like Ketchum and Energy BBDO, where he developed numerous successful content strategies for some of the world’s leading brands.

Kategorien mit The Hidden Psychology of Social Networks

Marketing & Vertrieb Technologie & Zukunft Psychologie

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