Superfandom is the ultimate guide to making the most of the new fan-based economy. It presents the new way businesses interact with their customers, and it's funny, too. Read it for insights into epic failure and brilliant success in fan management, or read it for stories about the politics of Disney's Social Clubs. Either way, you won't regret it. Your fandom will be better off for it. -- Jonah Berger, Wharton Professor and bestselling author of 'Contagious: Why Things Catch On' Fans aren't just customers - they care more about what your company does, both good and bad - and no one understands how fans tick and what they can mean for a business better than Zoe and Aaron. -- Clay Shirky, author of Here Comes Everybody and Cognitive Surplus In a 1986 sketch on Saturday Night Live, William Shatner told a gathering of Trekkers at a Holiday Inn in Rye, New York, to "get a life...for crying out loud." A lot has happened since then. Tremendous technological transformations and online opportunities have created a complex calculus regarding the relationship between texts and brands and the people who love them. Superfandom provocatively explores this evolving relationship-with a dazzling number of examples-and describes what happens when fans don't just consume something, but influence it as well. And it's not just a celebration of the new voices now being heard in the process of the production of culture; it also describes how superfans can, on occasion, be real pains-in-the-neck. -- Robert Thompson, Trustee Professor, Newhouse School of Public Communication Director, Bleier Center for Television and Popular Culture, Syracuse University