Reviews elsewhere on the web:
Bob Morris
Lila Hurwitz
Joe Chernov
usc apoc cmgt 534
IB alumni
Change Conversations

Jennifer Aaker and Andy Smith

The dragonfly effect

The social media, which have become available via the internet, offer a powerful tool to get large number of people involved in a project, in particular if you are trying to promote a good cause. However, it can be a daunting task. In The dragonfly effect: quick, effective, and powerful ways to use social media to drive social change, Jennifer Aaker and Andy Smith offer plenty of advice on how to make social media work for your cause.

The book divides the task into four parts (the four wings of the dragonfly). The first is to focus - to make sure you have a clear idea of what it is you are trying to achieve. The second is to grab attention - not always easy when everyone else is trying to do the same. The third task is to engage your audience with your project, for instance by telling the stories of where it has been successful. The final part is a call to action - to get people to do more than just read about your project.

To tell the truth I'm not really convinced of the usefulness of social media - I feel that it is rather over-hyped - and this book didn't do much to dispel my doubts. However, if you would like to use social media to promote your project then you are likely to find this a useful book, in particular because of the step by step guides and the large number of real life examples which are given.






Product Description
Proven strategies for harnessing the power of social media todrive social change

Many books teach the mechanics of using Facebook, Twitter, andYouTube to compete in business. But no book addresses how toharness the incredible power of social media to make a difference.The Dragonfly Effect shows you how to tap social media andconsumer psychological insights to achieve a single, concrete goal.Named for the only insect that is able to move in any directionwhen its four wings are working in concert, this book

  • Reveals the four "wings" of the Dragonfly Effect-and how theywork together to produce colossal results
  • Features original case studies of global organizations like theGap, Starbucks, Kiva, Nike, eBay, Facebook; and start-ups likeGroupon and COOKPAD, showing how they achieve social good andcustomer loyalty
  • Leverage the power of design thinking and psychologicalresearch with practical strategies
  • Reveals how everyday people achieve unprecedentedresults-whether finding an almost impossible bone marrow match fora friend, raising millions for cancer research, or electing thecurrent president of the United States

The Dragonfly Effect shows that you don't need money orpower to inspire seismic change.