Posted on | February 22, 2012 |
Grouped is a brilliant book, which you need to read immediately.
Written by Paul Adams, a researcher at Facebook, it’s the most lucid and useful thing I have read for marketing and media people on the subject of social networks yet.
I first became aware of Paul’s work when he was working at Google and published a great study called The Real Life Social Network which explained why social networks weren’t designed around people’s actual social networks (since then Google has launched Google+, which used the Circles feature to answer this need, and Facebook has developed its friend list features further).
Grouped brings together some of these ideas and adds a great deal of depth, effectively collating and structuring a mass of academic research on social media, networks and influence more broadly.
First off the reader is given a briefing on how social networks work. We then get taken through how influence works in social networks.
The book is superbly structured, thought out with a clear UX sensibility: summaries, recommended actions and suggested further reading are neatly packaged in each section.
It’s a clever approach, which makes it feel much more like a platform for developing your marketing or business strategy and building a broader understanding, than a traditional business book.
It’s a short book, and unashamedly so – rather than pad itself out, Grouped achieves what it set out to do and then gets out of the way.
To get more of a sense of the content, have a look at this talk Paul gave at UX Week in September last year: