The Dragonfly Effect

The Dragonfly Effect

This work was realised by Jennifer Aaker , a psychologist and marketing professor from Stanford and Andy Smith, a Bay Area consultant. This extraordinary combination of theory, psychology and tactics explains how social media theories can be put into practical cases of our business or private life . Throughout the book there are illustrated practical case studies of how random people can reach unbeliavable results through the social media by creating infectious sinergy. By refering to true and recent case studies is reproduces once more exactly what was done through the social media to result in an important social impact.

Jennifer Aaker and Andy Smith, the authors of this book, introduced us with the model
focus, grab attention, engage, take action
which gives some ideas of how to use social media to succed in our profesional or even private life.
The authors argue that by harnessing the very design of social media, individuals, too, can have a disproportionate effect on the world around them.
The writing itself is similarly unconventional. It contains stories that are positively heartbreaking, and it tells them with a delicious combination of precision and emotion. It also is speckled with “For Dummies”-like tidbits and how-to tips, making it feel more like a business title. It is absolutely fascinating in both substance and style.
The examples used include:
• To find bone marrow for a friendship
• Bringing an social impact on the cancer research
• United States Presidential elections

The most important take-aways that I reflected over after reading the book:
• Do not ask for help through social media campaigns but give the reader concrete actions of what you need from them for example register, vote, spread the word, learn more
• You should Focus your social media efforts towards those who are connected so that you can tap into their social network
• Social media campaigns with the biggest success rate are those that have a very sharp focus and this often gives you an opportunity to increase your leverage to large-scale causes i.e. ClimateChangeUS was initially commenting and sharing the news of the Global Climate Impacts report in the US June 2009. They quickly became a trusted resource for jounalists, educators and citizens on climate change.
• Use social media to celebrate important events

Lastly I would advice this book not only to the social sciences researchers but due to its style it is quite easy to be read and can be helpful to other disciplines as well.

Elton Dushku