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 Freudâs 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 youâre 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-mouthhow brands can fit natively into different types of social channelshow to balance branded social presences across different networkswhy 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. Language: English