Overview

A groundbreaking book that illuminates how social media functions on a global scale, how human culture is evolving with it, and how we can master digital content for good and for profit.The cofounder of three multi-million-dollar start-ups, Oliver Luckett is frequently asked to speak on social media's impact. But how, he used to wonder, could he best describe the interactions of millions of users, a complicated system of human connections? One day, while hiking through Joshua Tree National Park, Luckett had a flashback to his days as a microbiology lab rat--and an epiphany: social media is an organism, a living, breathing, evolving creature.Luckett and Casey deliver a revolutionary theory of social networks, showing--to an astonishing degree--how they mimic biological life. By examining cells, viruses, and other microbiological functions, we can master social media in both business and in life.

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9781478943419

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Oliver Luckett is a renowned digital entrepreneur whose resume hosts an array of formidable start-ups and other accomplishments in new media. He is currently CEO of theAudience, the world's largest multichannel publisher, which he cofounded with Hollywood agent Ari Emanuel and Napster/Facebook pioneer Sean Parker. With a reach of a billion customers a month, theAudience works with top celebrities, brands, and ""influencers"" to help spread their message. Michael J. Casey writes for the Wall Street Journal, covering global finance in his Horizons column. He is a frequent contributor to the Journal's MoneyBeat blog. Casey has written for such publications as Foreign Policy, the Washington Post, and the Financial Times. His books include Che's Afterlife and The Unfair Trade.

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