Back in 1936 when Dale Carnegie published his book How to Win Friends and Influence People, he could not have anticipated it would become one of the first bestselling self-help books, selling over 15 million copies worldwide. Although the world has drastically changed since Dale Carnegie originally published his bestselling book 75 years ago, his timeless wisdom is just as relevant to online communication and social media engagement.

This workshop will introduce a recent paper by Dr. Brian Cugelman and Matthew Potter, which has distilled Dale Carnegie’s wisdom into just 10 key principles of social media community management. The first half of this workshop will explain some of the science and theory that explains why most principles personal and social psychology operate in cyberspace. Then it will discuss the 10 key principles of persuasive community management. Afterwards, the presenters will describe a number of common, but painfully difficult community management challenges, and invite the audience to discuss how Dale Carnegie would handle them.


This session will be facilitated by Dr. Brian Cugelman and Matthew Potter. Brian Cugelman (@cugelman) has used the Internet for social change campaigns since 1998, working as a campaigner and evaluator for United Nations agencies, non-profit organizations, and private companies. Brian completed his doctorate in online social marketing with the Statistical Cybermetrics Research Group, a world leading team of Internet researchers. His research publications deal with the psychology of persuasive online interventions. He works as a freelance consultant with AlterSpark Consulting (  Matthew Potter (@AskMP) is a Communication Design Technology Specialist and instructor. Matthew specializes in technology, design workflows and production processes. He is an active member of Toronto’s digital community, including the Toronto InDesign User Group, and  key member of several design-oriented start-ups and not-for-profits including the Toronto HTML5 Meet-up Group and He blogs at Both Matthew and Brian are founding members of Toronto’s Social Media Café (


Talk is Cheap 4.0

The Centre for Creative Communications
951 Carlaw Avenue, Toronto, Ontario

Room : 253
Time :   7:30 p.m.
Registration: 5:30 p.m