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Get startedThe Hidden Psychology of Social Networks
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Learn moreLeading 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; and why authenticity will only grow in importance to consumers.
Joe Federer is the former Head of Brand Strategy at Reddit, where he helped reposition the platform's narrative to the larger world of advertising and drove revenue growth of over 10X in its first year in market. Prior to joining Reddit, he worked at leading PR and advertising agencies, where his campaigns performed in the top ninety-fifth percentile of advertiser studies on Facebook, and where he led the launch of Pinterest and Instagram ads for some of the world's most important brands. Joe has developed numerous successful content strategies for Google, Amazon, McDonald's, Bud Light, Coca-Cola, Toyota, Audi, Charles Schwab, and S. C. Johnson, among others. He thrives at finding the intersection between what brands stand for and what social media users are interested in seeing.
Alex Knox is a classically trained actor, equally comfortable as a leading man and a comedic character performer. In addition to a long list of theater credits, he has appeared in commercials, hosted a web series ("Science Talks with Alex Knox"), and, as an improv performer, entertained thousands of guests at Southern California's theme parks. Alex wrote No Static at All, a one-man play about seeking spiritual enlightenment through the music of Steely Dan, and has performed the show to sold-out houses in New York, Seattle, and Los Angeles. He is a graduate of UC Santa Barbara and the Yale School of Drama.