The Dragonfly Effect is a book by Jennifer Aaker and Andy Smith about ways to use social media to drive social change.
They use the analogy of the wings of a dragonfly as the four essential ingredients in any social media campaign.
It breaks down how to ‘do’ social media to drive change into four ‘wings’.
Wing one; is about focusing focus on a single concrete measurable goal or outcome and then breaking it down into small manageable actions or chunks.
Wing two; is how to grab attention and get noticed amongst all the other noise that we are all bombarded with.
Wing three; is about engaging your audience emotionally through telling stories and making a personal connection.
Wing four; is about how to make it easy for your audience to take action and enable others and the importance of providing fast feedback.
There are some interesting case studies, and they give tips for beginners on using Facebook, Twitter and YouTube and building networks. However, I was disappointed with the overall content as it was repetitive and cluttered and I found the number of dragonfly and wing analogies a bit irritating. (The dragonfly analogy is apparently because the dragonfly is the only insect to move in any direction when its four wings are working in concert)
However they make some good basic points, which apply to any activity designed to drive change, that of
- Focusing on the end goal
- Grabbing audience attention
- Engaging with the audience
- A clear and simple call for action
So my advice is, if you are planning to use social media (or drive any sort of change) to take these principles and get on with testing out your campaigns and messages rather than spending time reading the book.
I’d love to hear about what you are doing and what is working and not working for you on social media right now….