The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change by Jennifer Aaker and Andy Smith

Wing 3 – Engage – Connect People with Your Goal

  • After you grab attention, you need to engage emotionally. The first principle is to tell a story. Stories are a basic human need. Consider making video stories. (See page 96 for great video production tips.) The second is to empathize with your audience’s needs and feelings. Perceptions of similarity can increase support. Third is to be authentic. You can only engage an audience with something that engages you. Be open, clear, and genuine. The final principle is match the media. How and where you say something can be as important as what you say.

Wing 4 – Take Action – Make a Movement

  • First you need to make it easy. If you want visitors to your blog to follow you on Twitter, include a link. If people need material, send them a kit. Second is to make it fun. Consider game play, competition, rewards, and humor. Third you need to tailor what you offer so people will think they have a special advantage. Finally, you need to be open. No one should have to ask permission to act. Let others add to, take from, and alter things themselves. Feedback is motivating for your users and allows you to refine what you do.

And Finally

  • Research shows that a multiplier effect can result when social good is linked to profit-making endeavors. Look for synergies rather than trade offs. Don’t over promise and under deliver. If you want something to go viral, make it emotional, awe inspiring, useful, surprising, and positive.
  • The Afterword is an extended example written by Dan Ariely, author of The Upside of Irrationality. Also note that you will need the book in order to get the details of how to accomplish the four essential wings of The Dragonfly Effect.
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