From visionary tech entrepreneur Oliver Luckett and MIT Media Lab's Michael J. Casey, a groundbreaking, must-hear 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 21st-century life. The combined power of platforms like Facebook, Twitter, Instagram, Snapchat, and Vine has 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 have 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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"The Social Organism's exploration of social media goes far beyond a recipe for clicks and 'likes' and presents a deeply convincing theory of how life is changing in the digital age, and how you can use social media not only to transform your business but to help change the world." (Arianna Huffington, cofounder and editor in chief of The Huffington Post)
"As individuals, we are the authors of our own thoughts. But, social media has triggered emergence. The sum of our public thoughts has become greater than the whole - a new life has manifested. The Social Organism brings context and perspective to this, our hyperconnected ecosystem." (Biz Stone, cofounder of Twitter, Medium, and Jelly)
"Social media is the most obvious recent way that human life is being forever changed by technology. This book's brilliant unifying metaphor, the Social Organism (which is the converse of my mentor Marvin Minsky's book Society of Mind) illuminates how the ground is shifting beneath our feet." (Ray Kurzweil, inventor, author, and futurist)
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