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Social Organism A Radical Understanding of Social Meida to Transform Your Business & Life

Год выпуска: 2016
Автор: Oliver Luckett

Synopses & Reviews

Review

Luckett and Casey argue that social mediatodays digital world of images videos hashtags and morefunctions on every level like a living organism. Their history of modern mass communication from super bloggers Friendster and MySpace to LinkedIn Instagram and Vine creates a context in which to effectively explore such topics as memes selfies and YouTube stardom. Examples include BlackLivesMatter Brexit Twitter Grumpy Cat and Bat Kid. The extended metaphor works well to illustrate social medias power as a means of communication and driver of change though Luckett and Caseys discussion bogs down at times in lengthy explanations of biological processes including a puzzling digression on boll weevils. They offer a mostly positive perspective on social media as a living organism but take a very dim view of Facebooks censorship of users. They also make the important balancing point that social media pitchfork mobs can engage in mass character assassination against targeted individuals. The book loses steam when the authors present their prescription for social medias future but this preachy conclusion shouldnt deter readers who are interested in how social media works and how to use it effectively. Agent: Gillian MacKenzie Gillian MacKenzie Agency. (Nov.)" Publishers Weekly Copyright PWxyz, LLC. All rights reserved."

Synopsis

-A must-read for business leaders and anyone who wants to understand all the implications of a social world.----Bob Iger, Chairman and Chief Executive Officer of The Walt Disney Company
From tech visionaries Oliver Luckett and Michael J. Casey, a groundbreaking, must-read theory of social media--how it works, how it's changing human life, and how we can master it for good and for profit.
In barely a decade, social media has positioned itself at the center of twenty-first century life. The combined power of platforms like Facebook, Twitter, Instagram, Snapchat, and Vine have helped topple dictators and turned anonymous teenagers into celebrities overnight. In the social media age, ideas spread and morph through shared hashtags, photos, and videos, and the most compelling and emotive ones can transform public opinion in mere days and weeks, even attitudes and priorities that had persisted for decades.
How did this happen? The scope and pace of these changes have left traditional businesses--and their old-guard marketing gatekeepers--bewildered. We simply do not comprehend social media's form, function, and possibilities. It's time we did.
In The Social Organism, Luckett and Casey offer a revolutionary theory: social networks--to an astonishing degree--mimic the rules and functions of biological life. In sharing and replicating packets of information known as memes, the world's social media users are facilitating an evolutionary process just like the transfer of genetic information in living things. Memes are the basic building blocks of our culture, our social DNA. To master social media--and to make online content that impacts the world--you must start with the Social Organism.
With the scope and ambition of The Second Machine Age and James Gleick's The Information, The Social Organism is an indispensable guide for business leaders, marketing professionals, and anyone serious about understanding our digital world--a guide not just to social media, but to human life today and where it is headed next.


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