Reading Nudge

I’m just getting stuck into the book Nudge by Richard Thaler. Running a social media consultancy rebranded as Nudge I thought it pretty essential to buy as soon as it came out so it’s been lurking on my shelf for a few months. 

We chose the word “Nudge” for our company name because we felt it helped describe the best way for brands to market themselves on social networks. Advertising on social media is not about forcing a message to users by interrupting them, as  a television advert might do in the middle of an episode of Coronation Street, it’s about making the advertising message available as a choice the user can be interested in and then can take. Being on the social network means being there to be investigated, discussed with friends and eventually chosen.   

As choice architects we help present products and services in the right way on social media. For friends chatting about what presents to get, for example, our wishlist application helps them choose the right product that their friend want. For those wondering where to get the best video news coverage on facebook? Our Sky News Video app puts the breaking news for their chosen channel in their Facebook profile. And there are more fan pages and applications in the pipeline…

While it’s still early days for the nudge approach, it’s already clear that social networks are a place where we do gather information, work out what we’re interested in and discuss interests with our friends. It’s not where we buy (we use Google and the High Street for that) but it is where we build our list of choices.

Our job as choice architects for our clients on social media is to nudge them to make great choices. Anyway, time to keep reading…

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