10 Books That Best Explain Social Media

Posted by Arnt Eriksen in Marketing – January 28, 2015

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Originally posted on January 12, 2015 by Thomas Crampton, Global Managing Director of Social@Ogilvy

«Rather than look for a book on “How To Snapchat”, I seek insight from great thinkers around sociology, behavior change and influence.»

  1. Not surprisingly, one of the most recommended was a classic written before the advent of social media: Robert Cialdini on Influence: The Psychology of Persuasion.
    Influence, the effect that one person’s actions have on others, is a key element to thinking about social media. Cialdini identified the key drivers of influence before Facebook was born. His principles remain true today, though the tools have evolved. This is my desert island book for social media.
  2. Also in an older vein, in my discussions with SurveyMonkey CEO Dave Goldberg about the roots of his company’s mission, he cited Exit, Voice, and Loyalty: Responses to Decline in Firms, Organizations, and States. Published in 1970, it is an excellent guide to the operational sensitivity that social media can bring to companies.
  3. For a more recent book, Danah Boyd’s It’s Complicated: The Social Lives of Networked Teens offers a great view into how teens are using social media. Historically, they have been early indicators of the direction social media takes. Among her insights: The Facebook era of social media (open sharing) may have been an anomaly as people move into more private networks.

See the complete list here.

I guess the next two months are booked with great books to read!