Social marketing
the internet actually likes

Social media marketing strategy & creative services

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 What is [An Internet Reference]?

we’re not an agency, we just produce work like one

[An Internet Reference] is led by Joe Federer, the former head of Brand Strategy at Reddit and author of The Hidden Psychology of Social Networks. Through [An Internet Reference], Joe brings together industry experts from across fields to solve social marketing problems.

Our capabilities range from independent consultation to full campaign executions.

BRAND EXPERIENCE

 

 CREATIVE & STRATEGY Work

ABOUT US

Meet our founder

[An Internet Reference] founder Joe Federer is a social strategist and creative with over a decade of experience building social presences for major brands. Joe built social creative and strategy teams at agencies like Ketchum PR and Energy BBDO before joining Reddit as Head of Brand Strategy.

The Hidden Psychology of Social Networks

Joe’s first book was published by McGraw-Hill in October 2020. It has since been recognized as a must-read for strategists by publishers like ReadWriteWeb, LinkedIn, Social Media Week, and many others. In it, Joe outlines his approach to building social strategies using frameworks derived from evolutionary biology and psychology.

IN THE PRESS

Our Philosophy of Internet

Social media is an evolutionary landscape of ideas

In 1976, Richard Dawkins coined the term “meme” in his book The Selfish Gene. In an evolutionary biology sense, a meme is simply a “unit of idea” or of culture. At the heart of every social media strategy is an idea that needs to be shared—the brand meaning or value. Every idea online is a “meme”, but a select few of them manage to propagate extremely successfully.

Every day, millions of ideas compete in an evolutionary struggle for attention

“Hi…” on Facebook means something different than “Hi…” on LinkedIn. Why? The context in which our message is shared carries just as much meaning as the content itself. In order to build an informed social media strategy, we should first understand the mindset of the people we’re trying to reach. If we understand why people are on a given social network in the first place, we can better predict the kinds of content that will resonate with them.

How and to whom we’re connected on a social network changes how we participate.

A great social strategy balances storytelling with tangible brand behaviors

As brands and content creators, we tend to be pretty good at telling stories. There is no shortage of beautifully written, shot, and edited brand videos. But many of them fail to resonate the way their creators hope.

Why? Rarely do brands behave in accordance with what they say. Building a brand in an age dominated by social media requires that we do more than say who we are—we have to live it out.

 Get in touch

Email joe [at] AnInternetReference.com

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