How Ideas Spread on Social Media | Free Full-Length Lecture by Jonah Berger

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How do ideas spread on platforms like Facebook, Twitter, YouTube, and other social media? What is the psychology behind influence and why things catch on, and how are social networks formed? Join Jonah Berger, Associate Professor of Marketing at the Wharton School of the University of Pennsylvania and author of Contagious: Why Things Catch On, as he explains the channels through which information and influence spread. In this free full-length lecture, learn about different types of social ties and how these ties impact what people share, the jobs people get, and life in general.

0:15 – how friends-of-friends and 3rd-degree friends affect our behavior
6:43 – what are social networks?
7:22 – how online social networks and social media work
7:50 – the key characteristics of social networks
9:07 – what affects how quickly information spreads on social media?
10:36 – why do some ideas spread faster than others?
13:04 – is it possible to connect any two people in the world?
16:18 – how do computer algorithms help to spread information quickly?
17:40 – how do social networks reinforce existing beliefs?
20:27 – simple vs. complex contagions
24:49 – how to use social networks to find jobs

“Social Networks—Channels of Influence” is Lecture 10 from the 12-lecture course How Ideas Spread by Jonah Berger and The Great Courses Plus. Watch the rest of this course when you sign up for a FREE trial of The Great Courses Plus here:

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