The Dragonfly Effect
Book

The Dragonfly Effect

Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change

Jennifer Aaker and Andy Smith
Jossey-Bass, 2010

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Editorial Rating

7

Qualities

  • Applicable
  • Well Structured
  • Inspiring

Recommendation

Social media endow ordinary people with extraordinary powers of communication. You can use these powers to good purpose by following the advice of the husband and wife writing team, Jennifer Aaker and Andy Smith, who collaborated with journalist Carlye Adler. Their “Dragonfly Model” teaches you to harness social media to promote positive social change. The authors include tips, templates and cheat sheets to aid you in your quest, and include shining tales of corporate, nonprofit and individual heroes. Their website connects you with others with whom you can exchange stories and share resources. getAbstract recommends this model to small businesses, nonprofits or any potential hero striving to make a difference.

Summary

“The Dragonfly Model”

The dragonfly is the only insect that can move in any direction when its four wings work together. Analogous to this winged insect, the Dragonfly Model provides a framework for exploiting the power of social media to advance your cause. “The Dragonfly Effect is the elegance and efficacy of people who, through the passionate pursuit of their goals, discover that they can make a positive impact disproportionate to their resources.”

An economic concept, the “ripple effect,” explains how one person’s spending increases other people’s income, which in turn raises their level of spending. When applied to social action, the ripple effect demonstrates how “small acts can create big change.” Moreover, when people work to advance a cause they believe in, they feel happier and more fulfilled. These feelings are contagious and inspire others to follow suit.

The Dragonfly Model relies on four wings working in harmony to generate incredible outcomes. Remember it easily through the mnemonic “Focus + GET”:

  1. “Focus” – Choose a goal you can achieve.
  2. “Grab attention” – Get someone to see what you’re doing...

About the Authors

Jennifer Aaker is a professor at Stanford University’s Graduate School of Business. Andy Smith is a principle at Vonavona Ventures, a marketing, strategy and operations consulting firm. Journalist Carlye Adler’s articles have appeared in magazines such as Time and Fortune.

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