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Fans aren't just customers-they care more about what your company does, both good and bad-and no one understands how fans tick and what they can mean for a business better than Zoe and Aaron. -- Clay Shirky, author of Here Comes Everybody: The Power of Organizing Without Organizations In a 1986 sketch on Saturday Night Live, William Shatner told a gathering of Trekkers at a Holiday Inn in Rye, New York, to get a life ... for crying out loud. A lot has happened since then. Tremendous technological transformations and online opportunities have created a complex calculus regarding the relationship between texts and brands and the people who love them. Superfandom provocatively explores this evolving relationship-with a dazzling number of examples-and describes what happens when fans don't just consume something but influence it as well. And it's not just a celebration of the new voices now being heard in the process of the production of culture; it also describes how superfans can, on occasion, be real pains-in-the-neck. -- Robert Thompson, professor at the Newhouse School of Public Communication and director of the Bleier Center for Television and Popular Culture at Syracuse University Superfandom is the ultimate guide to making the most of the new fan-based economy. It presents the new way businesses interact with their customers, and it's funny, too. Read it for insights into epic failure and brilliant success in fan management, or read it for stories about the politics of Disney's social clubs. Either way, you won't regret it. Your fandom will be better off for it. -- Jonah Berger, professor at Wharton School of the University of Pennsylvania and best-selling author of Contagious: Why Things Catch On An insightful and entertaining look at the culture of fandom, from its early days right up to the present ... Well-reasoned and engagingly written. -- Booklist Recommended for companies who seek to create a successful brand, as well as readers interested in the nature of fan culture. -- Library Journal

Fans aren't just customers-they care more about what your company does, both good and bad-and no one understands how fans tick and what they can mean for a business better than Zoe and Aaron. -- Clay Shirky, author of Here Comes Everybody: The Power of Organizing Without Organizations In a 1986 sketch on Saturday Night Live, William Shatner told a gathering of Trekkers at a Holiday Inn in Rye, New York, to get a life ... for crying out loud. A lot has happened since then. Tremendous technological transformations and online opportunities have created a complex calculus regarding the relationship between texts and brands and the people who love them. Superfandom provocatively explores this evolving relationship-with a dazzling number of examples-and describes what happens when fans don't just consume something but influence it as well. And it's not just a celebration of the new voices now being heard in the process of the production of culture; it also describes how superfans can, on occasion, be real pains-in-the-neck. -- Robert Thompson, professor at the Newhouse School of Public Communication and director of the Bleier Center for Television and Popular Culture at Syracuse University Superfandom is the ultimate guide to making the most of the new fan-based economy. It presents the new way businesses interact with their customers, and it's funny, too. Read it for insights into epic failure and brilliant success in fan management, or read it for stories about the politics of Disney's social clubs. Either way, you won't regret it. Your fandom will be better off for it. -- Jonah Berger, professor at Wharton School of the University of Pennsylvania and best-selling author of Contagious: Why Things Catch On

Recommended for companies who seek to create a successful brand, as well as readers interested in the nature of fan culture. -- Library Journal An insightful and entertaining look at the culture of fandom, from its early days right up to the present . . . . Well-reasoned and engagingly written. -- Booklist Superfandom is the ultimate guide to making the most of the new fan-based economy. It presents the new way businesses interact with their customers, and it's funny, too. Read it for insights into epic failure and brilliant success in fan management, or read it for stories about the politics of Disney's social clubs. Either way, you won't regret it. Your fandom will be better off for it. -- Jonah Berger, professor at Wharton School of the University of Pennsylvania and best-selling author of Contagious: Why Things Catch On In a 1986 sketch on Saturday Night Live, William Shatner told a gathering of Trekkers at a Holiday Inn in Rye, New York, to get a life . . . for crying out loud. A lot has happened since then. Tremendous technological transformations and online opportunities have created a complex calculus regarding the relationship between texts and brands and the people who love them. Superfandom provocatively explores this evolving relationship-with a dazzling number of examples-and describes what happens when fans don't just consume something but influence it as well. And it's not just a celebration of the new voices now being heard in the process of the production of culture; it also describes how superfans can, on occasion, be real pains-in-the-neck. -- Robert Thompson, professor at the Newhouse School of Public Communication and director of the Bleier Center for Television and Popular Culture at Syracuse University Fans aren't just customers-they care more about what your company does, both good and bad-and no one understands how fans tick and what they can mean for a business better than Zoe and Aaron. -- Clay Shirky, author of Here Comes Everybody: The Power of Organizing Without Organizations

Author Information

Zoe Fraade-Blanar is a faculty member of New York University’s Interactive Telecommunications Program (ITP) and NYU Journalism. She is a cofounder and the CCO of the crowdsourced toy company Squishable. Aaron M. Glazer is a cofounder and the CEO of Squishable. Previously, he worked as a consultant and journalist.

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