Fun fact: the dragonfly is unique in that it is the only insect able to move in any direction when its four wings are in concert. The Dragonfly Effect, written by Jennifer Aaker and Andy Smith, created the dragonfly model to reveal how ordinary people can drive incredible social change by harnessing the power of social media. Applying this concept in terms of communication, the authors demonstrate how the "four wings" work together to use social media to achieve unprecedented social good and customer loyalty. Each of the wings is described on the website, dragonflyeffect.com.
- Wing One: Focus
How you identify a single, concrete, measurable goal
- Wing Two: Grab Attention
How to make someone look
- Wing Three: Engage
How to foster a personal connection
- Wing Four: Take Action
How to enable and empower others
The objectives represented by each wing are simple but when working in tandem yield great results. It was interesting how similar the model is to the ideas presented in The Networked Nonprofit. In both the primary goals are to study the target audience, develop a plan for reaching these individuals, and then build a large network of open and mutually supportive relationships. The website was fascinating to explore and even offered opportunities to connect with others who are using the dragonfly model via social media. Since the book would offer an even greater wealth of information, it is definitely going on my communication reading list.
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