From tech visionaries Oliver Luckett and Michael J. Read more...
- [-] Other Available FormatsOur PriceNew & Used MarketplaceThe Social Organism (Paperback)
Publisher: Hachette Books$16.00The Social Organism (Audio Compact Disc - Unabridged)
Publisher: Hachette Books$76.99
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.
- ISBN-13: 9780316359528
- ISBN-10: 0316359521
- Publisher: Hachette Books
- Publish Date: November 2016
- Page Count: 336
- Dimensions: 9.1 x 6.1 x 1.3 inches
- Shipping Weight: 1.15 pounds
Publishers Weekly® Reviews
- Reviewed in: Publishers Weekly, page .
- Review Date: 2016-08-29
- Reviewer: Staff
Luckett and Casey argue that social media—today’s digital world of images, videos, hashtags, and more—“functions 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 media’s power as a means of communication and driver of change, though Luckett and Casey’s 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 Facebook’s “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 media’s future, but this preachy conclusion shouldn’t deter readers who are interested in how social media works and how to use it effectively. Agent: Gillian MacKenzie, Gillian MacKenzie Agency. (Nov.)