19 Oct '11, 12pm

The Dragonfly Effect (Focus, Grab Attention, Engage, Take Action): Driving Social Change through Social Media

The Dragonfly Effect (Focus, Grab Attention, Engage, Take Action): Driving Social Change through Social Media

Article first published as Book Review: The Dragonfly Effect : Driving Social Change through Social Media by Jennifer Aaker and Andy Smith on Blogcritics. Co-authored by Stanford University Marketing Professor Jennifer Aaker and her husband Andy Smith, a leading marketing consultant of Vonavona Ventures, The Dragonfly Effect offers a recipe for social change leveraging on the power of social media. Unlike many other books on social media which are strong on examples but weak on structure, the book proposed a systematic design thinking oriented process which anybody can follow. Tapping the diverse fields of social media, marketing strategy, and consumer psychology, Aaker and Smith pepper their central thesis with many interesting case studies . These include micro-lending initiative Kiva , TOMS's one-for-one shoe movement whereby the company will donate a shoe to underprivi...

Full article: http://coolinsights.blogspot.com/2011/10/dragonfly-effect...

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