Lyft Industrial Deals Beauty Best Books of the Month STEM nav_sap_hiltonhonors_launch Learn more about Amazon Music Unlimited GNO for iPhone 8 Starting at $39.99 Grocery Handmade Tote Bags Home Gift Guide Off to College Home Gift Guide Book a house cleaner for 2 or more hours on Amazon BradsStatus BradsStatus BradsStatus  Introducing Echo Show Introducing All-New Fire HD 10 with Alexa hands-free $149.99 Kindle Oasis, unlike any Kindle you've ever held Shop Now ToyHW17_gno

Customer Review

on November 19, 2010
"The Dragonfly Effect," the new book by Jennifer Aaker and Andy Smith, offers a roadmap for nonprofits and individuals interested in discovering "quick, effective and powerful ways to use social media to drive social change," as the book's subtitle promises.

Part narrative -- with an assortment of rich, compelling stories -- and part instructional, "The Dragonfly Effect" should be on your book stand if your organization wants to learn how small acts add up to big change.

Exactly 200 pages long, the book flies by -- but stays with you. The writing is accessible and inviting rather than academic. (Jennifer is a professor of marketing at Stanford's Graduate School of Business; Andy is a principal of Vonavona Ventures, a consulting firm. They also write the new Designing Happiness column for Psychology Today.)

The authors scope out a treatise that consists of four main principles, or dragonfly "wings":

* <strong>Focus</strong>: How to hatch goals that will make an impact
* <strong>Grab attention</strong>: How to get your message heard
* <strong>Engage</strong>: How to make people connect with your goal
* <strong>Take action</strong>: How to empower others and cultivate a movement

A few of the case studies cited will be familiar to those who've been working with social media for social good, but chances are you'll pick up some additional texture and context even from the better-known ones, like Alex's Lemonade Stand Foundation, charity: water or LIVESTRONG.

Many of the book's themes are useful even for those not in the nonprofit world, like its set of recommendations on how to grab and retain attention: "Start with a fact. ... Visualize your message. ... Make a visceral connection."

The book is also peppered with useful tips for anyone using social media: "Most scheduled tweets go out every hour on the hour. ALSF [Alex's Lemonade Stand Foundation] found that if they sent a tweet at fifteen minutes pay the hour, given Twitter's scrolling layout, it was more likely to stay on-screen longer." (page 110)

And this: "People give about one-and-a-half to two times as much when you ask them to volunteer time before asking for money." (page 121)

Want to move the needle? "The Dragonfly Effect" is an indispensable addition to your social causes reading list.
0Comment| 4 people found this helpful. Was this review helpful to you?YesNoReport abuse| Permalink
What's this?

What are product links?

In the text of your review, you can link directly to any product offered on To insert a product link, follow these steps:
1. Find the product you want to reference on
2. Copy the web address of the product
3. Click Insert product link
4. Paste the web address in the box
5. Click Select
6. Selecting the item displayed will insert text that looks like this: [[ASIN:014312854XHamlet (The Pelican Shakespeare)]]
7. When your review is displayed on, this text will be transformed into a hyperlink, like so:Hamlet (The Pelican Shakespeare)

You are limited to 10 product links in your review, and your link text may not be longer than 256 characters.

Please write at least one word
You must purchase at least one item from Amazon to post a comment
A problem occurred while submitting your comment. Please try again later.

There was a problem loading comments right now. Please try again later.