Assignment
Read the book attached, and then listen to the following podcast:
Answer the questions below:
According to the author what is The Hype Machine?
The author speaks to the good, the dangers and our role in social media. Summarize what they are.
What travels faster – fake news or the truth? How does that happen? Is there an example you can cite to illustrate that.
What is the network effect?
What is “lift” in marketing terms and why does the author impress this as important?
What is personalized mass persuasion?
What is digital marketing’s dirty secret according to Sinal?
Sinal cites Marc Pritchard, the CEO of P&G’s speech in 2017 at the IAB when he told the digital marketing industry to get its act together in terms of transparency. What did he do to prove his point and what was the result?
What is hyper socialization and how does that help make messages contagious?
What does he mean by the attention economy and how does the Hype Machine feed off it?
What does Sinal think we need to do to build a better Hype Machine?
After reading this book, what changed for you regarding social media and your responsibility as a marketer?
