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PART I MEMEOLOGY
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PART I MEMEOLOGY
by Joe Federer
The Hidden Psychology of Social Networks: How Brands Create Authentic Engagement by Understanding What Motivates Us
Cover
Title Page
Copyright Page
Dedication
Contents
Acknowledgments
Introduction
PART I MEMEOLOGY
1 WHAT’S IN A MEME?
2 THE MEME AND THE MEME MACHINE The Importance of the Format of a Meme
3 EVOLVING MEME MACHINES Five Principles to Maximize Engagement
PART II SOCIAL MEDIA AND ITS DISCONTENTS
4 WEARING OUR MEMES The Ideal Self, Managed Self, and True Self
5 ONLINE REPRESENTATION OF THE OFFLINE SELF The Ego and the Conscious Center of Action
6 THE GUIDING INFLUENCE OF CULTURAL IDEALS Superego Networks and the Expression of the Ideal Self
7 THE UNREALIZED POWER OF TRUE SELF NETWORKS The Id and the Unconscious Self
PART III SOCIAL MEDIA’S RIGHT AND LEFT BRAINS
8 LEFT AND RIGHT BRAIN NETWORKS The Known and the Unknown
9 THE MEME FLOW Right Brain, Left Brain, and Right Brain Again
10 FIVE LESSONS FOR BUILDING AND HONING A SOCIAL STRATEGY
11 BUILDING BEST-IN-CLASS SOCIAL CAMPAIGNS EFFICIENTLY AND EFFECTIVELY
12 THE NEGLECTED RIGHT HEMISPHERE Balancing Storytelling with Experience Building
Notes
Bibliography
Index
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1 WHAT’S IN A MEME?
PART I
MEMEOLOGY
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