The Hidden Psychology of Social Networks: How Brands Create Authentic Engagement by Understanding What Motivates Us

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