Shareology Book Review – How Sharing Is Powering The World

Shareology Book Review - How Sharing Is Powering The World

Ahh dear friends, “Shareology” is going to stretch you intellectually and have you staring in awe into some of its passages.

At least that’s what it has done to me. 🙂

Bryan Kramer is indeed one of the real avant-garde thinkers of our era. Don’t make the mistake thinking that “Shareology” is just about sharing. The author explores some very deep psychological stuff about why we share what we share, and puts it all at the intersection with the bleeding edge technology.

He so cleverly demonstrates how brands that have embraced their human side and started producing shareable content and experience, connecting with their audience, all the while using advanced technology to wow them with their service, are winning and are unstoppable.

Who is Bryan Kramer?

Bryan Kramer is a superstar influencer, futurist thinker and digital marketing practitioner – a mighty combination for an author.

He’s the best selling author of “There is No B2B or B2C: It’s Human to Human #H2H” and “Shareology” (both number 1 on Amazon in Business categories upon their release), the CEO of PureMatter, a Silicon Valley digital marketing agency, a keynote TED speaker, a prominent marketing thought leader and philanthropist.

As you can see in the book, he’s also quite introspective and personal, and shares personal experiences that enrich his point of view and stories.

What is “Shareology” all about?

“Shareology” is a mind-stretching encyclopaedia of sharing.

It explains the history of sharing, of how it connected the humans for over 30,000 years. The author goes into a self-reflecting mode when he dives into the psychology of sharing – why we do it? What drives us to share?

The author himself reached a point of no return when he built a company into a wild success in one of the most competitive locations in the world – Silicon Valley – and suddenly found himself empty and without motivation.

He went on to research and understand that the basic human emotion that can cause the feeling of progress, satisfaction and connection is greatly helped by sharing. Sharing information, laughs, experiences, conversations.

But he also found what motivates us to share, and it’s quite a peculiar finding.

In his own words: “What I’ve discovered is that behind all the reasons people say we share, whether it’s to help someone, make them laugh, or alert them to something, there is really only one reason at the core of human sharing: self-perception.”

If we are perceived as valuable, we’ll be able to connect with others, to belong.

The author then dives deep into how sharing actually powers our economy, and how successful brands make themselves shareable.

He cites a large number of powerful personal examples, such as Virgin America replying to his tweet (applying powerful listening techniques), or Hertz retrieving his forgotten iPad.

But when he explains how he asked the audience at his TED keynote to share a thought on social media – those shares generated 21 million impressions in just 4 hours, in more than 10 countries.

Well if that doesn’t produce that spine-tingling sensation, nothing will, dear friends. Imagine just a visual presentation of those waves of impressions… from that very thought I can just jump from my seat – awesome stuff!

How does the author know how many impressions these shares generate? By using listening tools. “…Social Report, Hootsuite, Mutual Mind, Sprinklr, or SpiderQube; we use them all.”

This is where it gets totally futuristic. He explains how brands can use listening tools to see the effect of what they share, and he gives numerous examples of how to create shareable content and experiences so that the brand can get maximum reach and connect with huge numbers of people.

Being a foremost thinker in the marketing and technology fields he has access to many high profile players, and he interviews many of them. So much wisdom and insight here, dear friends, brace yourself for a glimpse into the future.

What I like about “Shareology”

I particularly like how the author makes the intersection between the psychology, behavior and emotions on one side, and advanced technology to amplify the reach of the messages and experiences which invoke and motivate human reactions to carefully crafted content.

He shows in great detail how modern tools help brands create shareable content and deliver it to huge audiences, and then use listening tools to gauge the reactions, tweaking the messages all the way.

This is no easy topic to explain and illustrate, but the author does it masterfully, adding a lot of warmth and personality.

Sharing is, after all, totally human. Tools are there just to help amplify and follow the life of the message.

Is there anything that you might not like?

Trouble is, I am totally fascinated by this book, and struggle to think what is there not to like…

One thing that you might find is that sometimes it is not a light reading, so to speak. There are some concepts that you need to grasp, and some processes with listening tools that can be a bit overwhelming.

But once you figure out the uniqueness of the processes and the results and insights that sharing can provide to your brand, you will be completely blown away. Some futuristic stuff that Kramer proposes is quite a bit mind-boggling, but it’s all very close to happening, at our door step.

Conclusion

If you’ve ever wondered why humans do what they do online, in social media, on their websites – this book will give you the ins and outs of why we humans act the way we do.

If you want to use social media to build a brand – personal or business – you simply can not avoid this book.

I recommend it with pleasure and would love you to stimulate your brains into overdrive once the author starts explaining the history of sharing cave drawings to hyper advanced listening and amplifying tools of today.

Get it now and enjoy!

Did you read this book? Share your thoughts.

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