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Oliver Luckett - The Social Organism: A Radical Understanding of Social Media to Transform Your Business and Life

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A must-read for business leaders and anyone who wants to understand all the implications of a social world.-Bob Iger, Chairman and Chief Executive Officer of The Walt Disney Company
From tech visionaries Oliver Luckett and Michael J. Casey, a groundbreaking, must-read theory of social media -- how it works, how its changing human life, and how we can master it for good and for profit.
In barely a decade, social media has positioned itself at the center of twenty-first century life. The combined power of platforms like Facebook, Twitter, Instagram, Snapchat, and Vine have helped topple dictators and turned anonymous teenagers into celebrities overnight. In the social media age, ideas spread and morph through shared hashtags, photos, and videos, and the most compelling and emotive ones can transform public opinion in mere days and weeks, even attitudes and priorities that had persisted for decades.
How did this happen? The scope and pace of these changes have left traditional businesses -- and their old-guard marketing gatekeepers -- bewildered. We simply do not comprehend social medias form, function, and possibilities. Its time we did.
In The Social Organism, Luckett and Casey offer a revolutionary theory: social networks -- to an astonishing degree -- mimic the rules and functions of biological life. In sharing and replicating packets of information known as memes, the worlds social media users are facilitating an evolutionary process just like the transfer of genetic information in living things. Memes are the basic building blocks of our culture, our social DNA. To master social media -- and to make online content that impacts the world -- you must start with the Social Organism.
With the scope and ambition of The Second Machine Age and James Gleicks The Information, The Social Organism is an indispensable guide for business leaders, marketing professionals, and anyone serious about understanding our digital world -- a guide not just to social media, but to human life today and where it is headed next.

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The Social Organism is a remarkable hybrid: a riveting history of mass media, a convincing guide to the landscape of digital platforms, and an indispensable window into our future world. Its a must-read for business leaders and anyone who wants to understand all the implications of a social world.

Bob Iger, Chairman and Chief Executive Officer, The Walt Disney Company

In less than a decade, social media has gone from fringe to main stream. In the next decade, it will reorder the ways people communi cate, work together, trade, and pursue ideas. Luckett and Casey have written the quintessential guide to understanding our social future.

Marc Andreessen, Co-founder, Netscape and Andreessen Horowitz

Social media is the most obvious recent way that human life is being forever changed by technology. This books brilliant unifying metaphor, the Social Organism (which is the converse of my mentor Marvin Minskys book Society of Mind ) illuminates how the ground is shifting beneath our feet. As Luckett and Casey conclude, social media will begin to act more and more like a global brain. The implications for our way of life, our governments, and our businesses are immense. I cannot recommend this book enough.

Ray Kurzweil, inventor and futurist; Director of Engineering at Google; New York Times bestselling author of How to Create a Mind

The Social Organism s exploration of social media goes far beyond a recipe for clicks and likes and presents a deeply convincing theory of how life is changing in the digital age, and how you can use social media not only to transform your business but to help change the world.

Arianna Huffington, Co-founder and Editor-in-Chief, Huffington Post , and #1 New York Times bestselling author of The Sleep Revolution

Social media and its complexity may appear to be disordered chaos, but, using a natural and biological lens, The Social Organism helps us make sense of this powerful new system. Important reading for anyone trying to understand the world.

Joi Ito, Director, MIT Media Lab, and co-author of Whiplash: How to Survive Our Faster Future

As individuals, we are the authors of our own thoughts. But social media has triggered emergence. The sum of our public thoughts has become greater than the wholea new life has manifested. The Social Organism brings context and perspective to this, our hyperconnected ecosystem.

Biz Stone, co-founder of Twitter, Medium, and Jelly; author of Things a Little Bird Told Me

When I started my first business in 1992, there was no social media. Today, no successful business is launched without a social strategy. This book is the best guide out there. Want to build a brand or a cause? Start by reading this.

Daymond John, CEO of FUBU; CEO of Shark Branding; co-star on ABCs Shark Tank ; bestselling author of The Power of Broke

I saw how humankind can use the Internet to bring about positive change when Oliver Luckett helped register 2 million new voters for the Declare Yourself campaign we initiated in 2004. Since then, social media seems to have delivered such transformative change again and again. In their deeply insightful new book, The Social Organism , Oliver and Michael Casey make sense of it all. Finally, even this ancient clunk of an Internet user has some sense of what its all about and where were heading.

Norman Lear

Copyright 2016 by ReviloPark, Inc. and Michael Casey

Cover design by Amanda Kain

Cover copyright 2016 by Hachette Book Group, Inc.

Hachette Book Group supports the right to free expression and the value of copyright. The purpose of copyright is to encourage writers and artists to produce the creative works that enrich our culture.

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First ebook edition: November 2016

Illustration credits: (page xxix) Birgir Breifjr; (page 7) Birgir Breifjr; (page 21) Paul Baran and Birgir Breifjr; (page 50, top) Birgir Breifjr; (page 50, bottom) Barrett Lyon/The Opte Project and Birgir Breifjr; (page 67) Flemming Funch and Birgir Breifjr; (page 88) Birgir Breifjr; (page 103) Jonah Berger, Katherine L. Milkman, and Birgir Breifjr; (page 106) World Health Organization, Centers for Disease Control & Prevention, Wikipedia (Chris55), and Birgir Breifjr; (page 107) Birgir Breifjr; (page 108) Birgir Breifjr; (page 110) Deen Freelon, Soroush Vosoughi, Deb Roy (MITs Laboratory for Social Machines), Twitter, and Birgir Breifjr; (page 165) Birgir Breifjr; (page 169) U.S. Department of Justice Statistics, Forbes, and Birgir Breifjr; (page 170) Bloomberg.com and Birgir Breifjr; (page 243) Birgir Breifjr; (page 244, top) Birgir Breifjr; (page 244, bottom) Birgir Breifjr.

Hachette Books is a division of Hachette Book Group, Inc.

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ISBN 978-0-316-35954-2

E3-20161011-JV-PC

For Scott
OL

For Pete
MC

There is only one corner of the universe you can be certain of improving, and thats your own self.

Aldous Huxley

On June 17, 2015, a white, twenty-one-year-old redneck took a Glock handgun to a Bible study at a historic black church in Charleston, North Carolina, and opened fire, massacring nine people. As is customary in the public spectacle that follows these all-too-frequent moments of bloodletting in American life, creepy photos of the gunman were dug up and quickly disseminated over social media. In some of Dylann Roofs selfies, he was flanked by the Confederate flag. Having grown up in the Mississippi Delta, I found these images especially disgusting. I thought, Its fucking 2015 why in the hell is this allowed or tolerated? After a centuries-long struggle for social justice, that flags continued presence in the cultural regalia of the South represented an untenable sanctioning of racism, civil war, human rights abuses, and violence. Now, in the wake of a mass shooting by a killer who later explained that he was trying to ignite a race war, here was a vile reminder of why that flag had no place in modern America.

Then, something remarkable happened. Peoples outrage found a clear and concise expression. It took the form of a three-word imperative prefixed with a hashtag that was widely shared across Twitter, Instagram, and Facebook: #TakeItDown. Within days, Walmart, Amazon, Sears, and eBay had announced theyd stop selling Confederate paraphernalia; the governors of Alabama and South Carolina had called for the removal of the flag from their statehouses; and those of Virginia and North Carolina had stopped issuing license plates bearing the symbol. The cable network TV Land even halted reruns of The Dukes of Hazzard , the early-eighties sitcom whose lead characters signature asset was the General Lee, a 1969 Dodge Charger with the Confederate flag painted on its roof.

Why suddenly had the zeitgeist changed? For decades Id watched my father, Bill Luckett, a Mississippi lawyer and politician, along with his friend and business partner, the actor Morgan Freeman, publicly battle the stars and bars. Hed been able to remove it from our local town house, only after he became the mayor of Clarksdale, Mississippi, the mostly black town in which he lives, but the rest of the stateand much of the old Southjust dug in and resisted. Now, 150 years after the Civil War, it was coming down everywherealmost overnight.

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