Social Currency
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Summary
Editor's review
In content, the book systematically analyzes the constituent elements of social currency—such as recognition, belonging, and altruistic behavior—and compares them with traditional economic and cultural capital, emphasizing the strategic significance of emotional and relational resources in a digital environment where attention is scarce. Its analysis combines sociological, psychological, and communication perspectives, giving it a degree of theoretical depth, while a wealth of domestic and international business and social cases enhances readability and persuasiveness. For professionals in brand management, marketing, community operations, or content creation, the book offers a long-termist perspective that goes beyond short-term traffic thinking—how to accumulate credit by continuously providing value, so as to gain support and amplification at critical moments.
However, the book's limitation is that some concepts are explained in a somewhat abstract manner, which may not fully satisfy readers expecting an immediately actionable "how-to guide." It is more a book of "principles" that inspires thought and reshapes cognition than a manual of specific tactics. Overall, amid the clamor of social media methodologies, this is a calm work that seeks to return to human nature and value creation, suitable for readers who wish to build deep influence rather than merely chase trends.
Who it's for
A good fit for
- Professionals and entrepreneurs committed to personal brand building and influence enhancement
- Marketing, brand communication, and social media operations professionals
- Researchers and learners interested in interpersonal interaction in modern society from sociological and psychological perspectives
- Thinkers who wish to understand and participate in the community economy and seek non-monetary value exchange models
Not a good fit for
- Readers seeking specific, step-by-step quick-fix techniques for gaining followers or monetizing on social media
- Readers with little interest in theoretical frameworks and social analysis who prefer pure collections of experiential stories
Reading tips
- While reading, reflect on your own social media practice and compare abstract concepts with concrete experience
- Focus on the chapters about 'trust accumulation' and 'value giving,' which are key to understanding the core of social currency
- Do not rush to finish it in one sitting; use it as a reference book and return to it when relevant practical problems arise
About the publisher
Founded in 1982, Modern Press is a Chinese publisher that serves general readers across a diverse range of subjects. Judging from its catalog, its publishing focuses on classical poetry, Eastern philosophy, psychological research and application, popular science, and modern poetry, along with history, biography, and children's books. The Book of Songs, the illustrated vernacular edition of the Classic of Mountains and Seas, The Complete Poems of Dai Wangshu, and Buddhism in the Vegetable Roots reflect efforts to make traditional culture and poetry accessible; works by Carl Gustav Jung such as The Development of Personality and Understanding Your Psychological Type, together with titles from the Ivy International Education Alliance, show sustained attention to psychology and educational reading; and Stephen Hawking's works and the illustrated two-volume Brief History of Everything and A Brief History of Time indicate a commitment to popular science. Its authors include figures such as Qu Wanli, Xu Ke, Dai Wangshu, and Jung, and its publishing emphasizes retelling classics and accessible, illustrated presentation. Because public information is limited, this summary is based only on the titles in our catalog.
Contents
- 版权信息
- 序言 社交币，互联网时代最值得拥有的资本
- 第一章 社交币的根本：提供有价值的内容
- “话题性”社交币：引爆话题，花小钱办大事，不花钱也成事
- “病毒性”社交币：“传染性”极强，蔓延速度极快
- “展示性”社交币：怎样“晒”出巨大价值与无穷能量
- “表述性”社交币：“私密信”令很多难题迎刃而解
- “比较性”社交币：激发用户好胜心，用户就主动为你推广
- “爆炸性”社交币：信息传播世界里当之无愧的王者
- “热点性”社交币：来得快去得也快的全民传播
- 社交币三原则：社交币的根本是有价值的内容
- 第二章 社交币的核心价值：流通！流通！流通！
- 多元、迅速的传播，带来无可估量的价值
- 梅西在微博里发布的每个字，都是流动的社交币
- 让信息内容拥有无与伦比的魅力
- 社交币思维：万科品牌的新价值
- 互联网时代的常识：信息流通才有社交币
- 参与，让每个人成为主角，获得大量社交币
- 社交人格：你不可不知的社交常识
- 个性是传播者的通行证，创新是个性的真谛
- 从免费到收费，Freemium的秘密
- 用速度角度温度深度，寻找舆论制高点
- 七大要点，提高信息覆盖率，收获天量社交币
- 读图时代，做一个视觉达人更能发挥社交币的价值
- 第三章 社交币“本位”：分享规模决定币值大小
- 共享经济是每个人的机会，你甘愿落后吗
- 社交币“本位”：分享规模越大，社交币价值越大
- 你幽默？有才？犀利？美丽？机智……请亮出你的核心价值
- 形象本位：从网红模特到淘宝店主
- 概念本位：要打造就打造出一个名牌来
- 群组本位：先小规模定位，后大规模扩散
- 知识本位：变革表达方式，让知识生动
- 粉丝本位：拥有一千铁杆粉丝，就能过上安稳生活
- 从众心理：越被大众关注，越容易得到社交币
- 团购、众筹、打赏、红包……社交币变现的背后是什么
- 个性化腾飞的时代：个人定制正成为主流
- 第四章 社交币的增值：寻找社交财富的“引爆点”
- 找到社交币从量变到质变的关键性节点
- 制造话题：探析“papi酱”一夜成名的爆点
- 制造热点：把人们隐藏的心理爆点一网打尽的冰桶挑战
- 逆向思维：利用人们爱占便宜心理的“吃垮营销”
- 换位思考：通过提供参与感成功“爆破”的小米手机
- 剑走偏锋：反向刺激消费者心理的“最难喝饮料”
- 如何从微信朋友圈“六大门派”里突围？靠创意
- 没有爆点怎么办？用话题量变累积质变
- 小成本，大突围：社交币的核心本位是什么
- 情感分享：很容易操作的社交币持续增加的方法
- 第五章 社交币的“通货膨胀”：战胜“信息厌倦”
- “信息厌倦”会令社交币“通货膨胀”
- 拿什么拯救大众的审美疲劳与审美折旧
- 好声音？好故事？好累！——社交币的疲软
- “僵尸粉”到底有没有必要使用
- “王室社交币”：英国王室的与时俱进，求新求变
- 多研究问题，少宣扬套路，就不会有社交币“通胀”的顾虑
- 永远开辟新思路，才是高人一筹的营销宣传
- 新瓶既要会装旧酒，又要会添新酒
- 找个好拍档，强强联手才有更大突破
- 制造强劲卖点，突破社交币“通胀”瓶颈
- 反差萌：跨越界限，扩展魅力
- 拓展话题，掀起新一轮热议
- 第六章 社交币的“债务危机”：打造核心价值才是王道
- 社交币的正值与负值：从两条“大鱼”说起
- 打造核心价值才是王道：吸粉千日，掉粉一朝
- 负面传播，会令社交币短期增值、长远贬值
- 告别赔钱宣传，从“免费”顺利升级到“收费”
- 饥饿营销的内在逻辑：给人一种“高人一等”的胜利感
- 怎样正确处理“债务危机”：情怀与工匠的悖论
- 危机公关的启示：“好吧，其实我是这样的薯片”
- 用黏性宣传给你的形象加一个“保险栓”
- 警惕！尽量不做这10种令人厌恶的共享行为
- 你的形象不能无限制地发散
- 从ID到IP，商业化观念正在蔓延
- 第七章 社交币的成长：不断叠加价值，提升含金量
- 唐僧为什么要去西天取经
- 人物形象越丰满，社交币越坚挺
- 价值叠加，让贝克汉姆一家红了20年
- 霉霉永远不缺社交币：“实力+话题度”的巨大影响力
- 教你5招，迅速提升你社交币的含金量
- 如果抢西瓜的人太多，不妨先专注于某一粒芝麻
- 自我赞美的学问：“三只松鼠”这样收获高“回头率”
- 广告带来效益，好内容带来社交币
- 娱乐娱乐又娱乐，创意创意再创意
- 用好社交币，领航自媒体时代
FAQ
What is the main difference between this book and common social media marketing books?
Are the views in the book applicable to all social platforms?
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About the author
Zhang Kaiyuan is an author about whom publicly available information is limited. Three of his works are currently known, spanning inspirational personal growth, management, and social science. Social Currency examines the exchange of value in interpersonal relationships; Slow Selling, Selling Fast approaches management practice through the rhythm of sales; and Breaking Out: Looking at Traffic Through the Lens of Currency considers the phenomenon of traffic from the perspective of money, bringing economic thinking into everyday discussions of communication. Though these works differ in focus, they share a similar approach: starting from concrete phenomena, breaking them down with conceptual frameworks, and using accessible language close to real life. Since biographical details are not available, readers may do better to understand his writing through the themes and lines of thought in his works rather than through his background.
