You are here

The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Impact Social Change

The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Impact Social Change

By Jennifer Aaker, Andy Smith
Jossey-Bass, 2010

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

  • Reveals the four “wings” of the Dragonfly Effect— and how they work together to produce colossal results
  • Features original case studies of global organizations like the Gap, Starbucks, Kiva, Nike, eBay, Facebook; and start-ups like Groupon and COOKPAD, showing how they achieve social good and customer loyalty
  • Leverage the power of design thinking and psychological research with practical strategies
  • Reveals how everyday people achieve unprecedented results-whether finding an almost impossible bone marrow match for a friend, raising millions for cancer research, or electing the current president of the United States

The Dragonfly Effect shows that you don’t need money or power to inspire seismic change.

Selected Editorial Reviews
This truly innovative book identifies four powerful forces shaping our lives and shows how they are working together in unanticipated and creative ways.
Bill Meehan, Director Emeritus, McKinsey and Co.
The single best roadmap to social media I have ever seen. It offers both big strategies and small tips that you can use to invigorate your business, increase your happiness, and maybe even change the world.
Daniel Pink, author of Drive
Marketing gurus (and married couple) Aaker and Smith turn Aaker's popular class at the Stanford Graduate School of Business into a handbook on using the power and popularity of social media to do good in the world. They employ real-world examples — an e-mail campaign to register bone marrow donors for hard-to-match patients, a Colombian engineer who used Facebook to organize a protest against the Revolutionary Armed Forces, Obama's grassroots campaign, the microlending site Kiva — to illustrate their mantra F+GET: "Focus, Grab Attention, Engage, Take Action." This is the 'Dragonfly Effect,' named for the insect's ability to move in any direction when its four wings work together. Specific, practical advice teaches readers how to translate anything — a product, service, community concern — into a powerful narrative that invites participation, how to communicate with potential supporters, how to craft a compelling video, and more. A fascinating, comprehensive guide for how to take your cause and compassion viral.
Publishers Weekly
Buy This Book