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Friday, October 13, 2017 - 1:30 PM - 2:10 PM

Social media and its discontents

The users of Facebook, Twitter, Pinterest, Instagram, Reddit, Tumblr, and every other social channel are just people. So why do they act so differently depending on where they are? The average internet user maintains 7 social media profiles, so it's clear that these platforms satisfy different needs. In this session, we'll explore a model for the social media ecosystem based on an unlikely source - Freudian psychology. We'll look at the history of the meme, the flow of content between social platforms, and the marketing opportunities made available by subtle differences in social media site structures.

Key takeaways:

  • What are users getting out of a given social network, and how can you use that to your advantage?
  • How can your overall social strategy leverage different channels effectively?
  • How can you create content that feels both brand-centric and symbiotic?


Joe Federer
Head of Brand Strategy

About your Presenter

As Head of Brand Strategy, Joe leads branding and creative strategy for Reddit's clients and partners. Having led a social media teams at Energy BBDO and Ketchum PR, his campaigns have performed among the top 95th percentile in Facebook advertiser studies and performed among the top advertisers on Pinterest. With an almost anthropological approach to social media, Joe's expertise is in finding the most impactful, organic ways to build affinity between brands and communities.

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