I specialize in social media and content marketing and I come to The Arland Group with a background in anthropology, sociology and psychology. If you were thinking that means I’ll be mentally analyzing people and things going on around me, you’d be right. As creepy as that sounds, it’s what I think makes me effective at my job. It’s called applied anthropology. I try to take the theories of anthropology and the other social sciences and use them to understand and solve practical problems. Claude Lévi-Strauss, Erving Goffman and Ilana Gershon are where I pull most of my ideas and theories.
When Facebook and Twitter emerged, the term we used for them was “social network.” This was by no accident. Social networks are a topic explored extensively by anthropologists since the 1800s. Every user on Facebook, Twitter and the like are actors in this play or structure in society. Whether we want to admit it or not, our actions in this structure are quite predictable. We have less control over these interactions than you may expect. From trending topics to social advertising to “trolls” sending hateful comments: it’s all something that anthropology can help understand, predict and hopefully solve. That’s what I’m here to do and I’m very excited to be the newest member of the TAG team.