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The Dragonfly Effect: Quick, Effective and Powerful Ways to Use Social Media to Drive Social Change is, as its name suggests, a book that states that social tools like Facebook, Twitter, and YouTube can be used for much more than just social banter. Businesses have harnessed the power of social media for marketing purposes internationally. So have writers, movie stars, critics, politicians, and almost everyone else. Most of the chatter on these sites is however pretty inane, and to those who have serious causes to espouse, spending precious minutes here can seem meaningless. The book, however, proves that assumption as completely wrong. The title of the book comes from the fact that the Dragonfly, a small insect, can move in any direction at unimaginable speeds when all its four wings work in concert. Similarly, any project aimed at social welfare can also be propelled ahead once the four key skills required for its success are in place. One of these keys is social media, and the tremendous power of the millions of citizens who have access to networking tools. It has made even universities like Stanford take notice and create special classes to help students understand the dynamics of social networking. Also, it has driven campaigns to get Presidents re-elected, and made companies like Pixar a household name. The first part of the book narrates the story of Stanford’s recognition of Social Media as an important topic, and its classes on the subject, where the four key skills, or the ‘four wings’ of the dragonfly, were first talked of. The second part teaches each of these four skills with specific examples and tips from social technologists who worked on the Obama Campaign, leaders from Pixar, and eBay’s World of Good, and many more. The third part is the Dragonfly Toolkit, designed to help people use these tools and skills to maximum benefit.
The book has been collectively authored by Jennifer Aaker, Andy Smith, and Carlye Adler. Aaker is a social psychologist, marketer, and General Atlantic Professor of Marketing at Stanford University`s Graduate School of Business. Smith is the Principal of Vonavona Ventures, and has worked with PricewaterhouseCoopers and Integral Inc. He is also an author, marketing strategist, and startup advisor. Carlye Adler is an award-winning journalist and her work has been featured in leading magazines and papers such as BusinessWeek, Departures, and Fortune, to name a few.ISBN - 9788126533664
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Pages : 240
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