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GROUPED
60-SECOND BOOK BRIEFS
BY PAUL ADAMS
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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.
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As it turns out, everything we’ve been taught is wrong. Most critically, we
misunderstand the difference between strong ties and weak ties.
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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.
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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.
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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.
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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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