GROUPED

60-SECOND BOOK BRIEFS

BY PAUL ADAMS

Paul Adams, the guy who lead social efforts at both Facebook and Google+,

wrote the book Grouped to set the record straight about what works and what doesn’t work with social media.

As it turns out, everything we’ve been taught is wrong. Most critically, we

misunderstand the difference between strong ties and weak ties.

When people are looking for information and opinions from others, they’ll look to their strong ties first - the people at the core of their network.

So, as a business, you should be building your campaigns around strong ties rather than weak ties. This means you can’t rely on a few handpicked social media power users to power your campaign.

You need your message to be spread from one strong tie to another - and typically this means looking at your message and product and figuring out how to get it to spread between friends, family members, and close colleagues.

If you get this right, you’ll be on your way to understanding how to craft a social media strategy that actually works.

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