The Dragonfly Effect

The Dragonfly Effect

Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change

Book - 2010
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"Proven strategies for harnessing the power of social media to drive social change 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."-- Provided by publisher.
Publisher: San Francisco : Jossey-Bass, [2010], ©2010
Edition: First edition
ISBN: 9780470614150
0470614153
Branch Call Number: 658.872 Aa
Characteristics: xxv, 211 pages : illustrations ; 22 cm
Additional Contributors: Adler, Carlye
Smith, Andy 1968-

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SarahBj
May 11, 2011

This is a great book. Very practical and organized well. It could be used for commercial marketing but my interest is in social justice organizing and it's got great advice. I actually bought the book after reading it and plan to share the info with fellow activists.

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Nickaccount
Dec 07, 2010

The heart of The Dragonfly Effect is the "why" of social media which includes Facebook and Twitter. Co-author Jennifer Aaker, uses her expertise as a social psychologist and marketer, to show how important the value of the emotions, especially happiness, are in the engagement of users of social media. Great weekend read, for even the non-Technorati.

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