Psychology of Facebook: Persuasion in a Social NetworkSymbolic Systems 230
Spring 2008, 2-3 Units
Thursday Class: 1:30 - 2:55
Cordura Hall, Room 100
Stanford University
| BJ Fogg, Ph.D.
Persuasive Technology Lab
Cordura Hall 122
captology.stanford.edu
bjfogg@stanford.edu
www.bjfogg.com
mobile: 707.479.4552 (texting is okay)
|
The overall course goal is to help each participant become a world-class expert on the psychology of Facebook, as it relates to motivation and persuasion. We will achieve this by (1) studying focused topics each week, (2) creating a book with peer-reviewed content, and (3) sharing with people outside of Stanford.
Warning: This course is new, and our plans may change as we move forward. Stay tuned to changes in this document.
1. Focus TopicsFor ten weeks we will focus on persuasion psychology in Facebook. In other words, we will examine Facebook as a system that can foster attitude and behavior change. This generally has two facets: First, Facebook, Inc., has persuasive goals. For example, Facebook seeks to persuade users to upload profile pictures. Second, the users themselves have persuasive goals. For example, when a person uploads a profile picture, what persuasive goals drive the photo selected?
Each student will select a topic below and gather the best readings to prepare for a class discussion. This needs to happen 9 days in advance of class. BJ will then review the material, and students will introduce material briefly one week before their big day. Then when the day arrives, the student team will direct class for 20 to 25 minutes on their topic. The team may also prepare a quiz on the readings.
In addition to studying the topics above, each person should become an expert on a relevant topic of choice. Each student must submit a topic proposal to me by April 20th.
One challenge in our course will be avoiding sidetracks: general Facebook user experience, sociology of Facebook, industry dynamics, or love/hatefests. Learning to define boundaries for the psychology of Facebook is one part of becoming experts.
2. Book Project: The Psychology of Facebook (an edited volume)During the quarter we will create the content for an edited volume called The Psychology of Facebook, which will be similar to the book Mobile Persuasion my lab created in 2007. We will put together about 20 short chapters by different authors, arranged into sections. Some class participants will be section editors; others will be authors; others will lead market and content research. For the most part, you can select your role. The book will be published as a cooperative effort involving me and my lab, not by a big publishing company (they don't add much value these days). The target ship date for the printed book is July 15th, available via Amazon.
The process of creating this book includes finding what topics interest our audience, soliciting and reading chapter manuscripts, testing the chapters in blind review, and working with authors to improve their ideas and writing style. Not only will you get more insight into Facebook, but learning this cutting-edge publishing process will benefit you for years to come. 3. Sharing with People Outside StanfordExperts who don't share their insights aren't really experts. In this class we will share what we're learning and doing with people off campus. This serves two purpose: (1) you have a real audience for your ideas, which motivates you do better work and gives you real feedback; and (2) you can provide value to people who can't take the class.
As a group we'll decide what to share and how. Some obvious channels are our class Facebook Group, a blog (either a class blog or your own individual blogs), presentations to nonprofits and companies, and interviews with the media (such as Forum on KQED, slated for the week of May 12).
We might decide to videotape portions of our class--or not. We might have a final expo and invite the public to attend. Again, together we will decide how to best share our work with people outside of class. Because the class goal is to help you become experts on the psychology of Facebook, what we share and how must lead to this outcome.
What to read . . .You should get access to the following books:
In addition to books, we will read material suggested on an ad hoc basis. We'll have about 20 pages of reading each week, shared by classmates who are in charge of the weekly topic. I will supplement the class from time to time with readings I feel are relevant to class needs and interests.
I also have a longer list of potential readings on persuasion and social psychology. These are for students who want extra depth of understanding.
Evaluation CriteriaItem
| Description
| Percent
| Who Evaluates
|
Focus Topic (team of two)
| Readings suggested &
Class segment - 20 to 25 minutes
| 15%
| Peers & others attending class
|
Personal Topic
| 1200 to 2000-word chapter or SlideShare presentation
| 20%
| BJ + outside evaluators
|
Book Role
| You choose a role
during sixth week
| 15%
| BJ + peers
|
Reading Assessment
| Unannounced quizzes testing the big ideas, not details
| 15%
| BJ + peers
|
Attendance & Punctuality
| Arrive on time
Don't miss class
| 10%
| TA or peer
|
Class Contribution
| Measure of how much you helped class succeed
| 15%
| Peers
|
Final
| Presentation in class
or at final expo
| 10%
| Guests or peers
|
Course Logistics - Things you should knowFacebook group: We’ve created a Facebook group for this course with over 500 outsiders involved. Please join.
Getting in touch with me: You should feel free to contact me via phone, email, or texting.
Office hours: I generally hold office hours via phone. Don't be shy about asking for an appointment.
Reading assessments: I'm not a fan of reading quizzes, but I've concluded they are a necessary evil. I'll test for the big ideas and relationship of big ideas, not for details.
Distractions during class: Please do not surf the web, do email, or text message during class lectures or discussions. If I sense that people are tuning out because of laptops, I may ask everyone not to close up computers during these times.
Attendance: Come to class. It’s important! If you miss class there’s really no way to make it up or get excused. Of course, if you’re sick, stay home. But otherwise, join us each class.
Punctuality: I expect you to arrive to class on time. This is part of your attendance grade (that way, we can motivate people to make the extra effort).
Class visitors: In general, visitors are okay if they have cleared it with me 24 hours in advance. Invite your friends, yes, but run it by me early.
Stepping up to contribute: If you see a way you can help the course succeed, please step up and let us know. We’re exploring this new area together, and I welcome your initiative.
Thanks to SymSys and Stanford: Please thank Symbolic Systems for saying "yes" to this new course. We are all fortunate that this department, and Stanford in general, will welcome and support new ideas.