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3 pages/β‰ˆ825 words
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MLA
Subject:
Business & Marketing
Type:
Book Review
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English (U.S.)
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Topic:

The Hype Machine by Sinan Aral

Book Review Instructions:

ANSWER THESE 12 QUESTIONS:
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?
P.S. Please contact me if 3 pages are not enough to answer all questions well.

Book Review Sample Content Preview:
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Book Review: The Hype Machine by Sinan Aral
Question 1
  According to Aral, the Hype Machine is a social media network that has gained popularity in the last ten years. The Hype Machine includes spaces such as Facebook, YouTube, Twitter, and other social networks used for personal gain and the promotion of business (Aral 28). The Hype Machine has been instrumental in bringing the world closer and changing how people interact.
Question 2
  Social media has had a lot of positive impacts on the community, such as improving the way people communicate and keep in touch with each other. It is easier to share with friends and family today than 20 years ago (Aral 19). Social media has also changed the way businesses operate by bringing the customers and the company closer. However, the dangers of social media are that the platforms have been used to spread fake news, propaganda, and hate speech. 
Question 3
  Fake news often spreads faster than the truth. Fake news spread faster than the truth because it is human nature to retweet fake news (Aral 21). The other reason fake news spreads faster is that such information is designed to be controversial and grab people's emotions. An example of fake news is the tweets by some individuals that garlic cures coronavirus.
Question 4
  The network effect is a term used in the economy, which means that the more people use a product or a service, the more value that product or service gets (Aral 159). People like using products or services that a large group has approved of individuals because humans believe this is an endorsement that the product is of high quality. Network effects are essential to an organization because of their positive impact.
Question 5
  In marketing, "lift" is the ability for an organization to determine how a specific promotion is affecting the business. Lift makes it possible for an organization to monitor, measure, and optimize its advertisements (Aral 187). The author impresses that ''lift" is essential because knowing which advertising works will save a company money while increasing its sales. 
Question 6
Personalized persuasion is the ability of an organization to target a particular individual based on their behaviors and preferences (Aral 183). The advent of ...
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