“The Dragonfly Effect” by Jennifer Aaker and Andy Smith with Carlye Adler is a book on “quick, effective, and powerful ways to use social media to drive social change”. It fuses ‘social’ back into social media, and empowers those who desire to make a substantial impact for the benefit of social and meaningful change. As the book states, small actions create big change. You just need a goal, passion and heart, and a willingness to put one foot in front of the other. It is in “The Dragonfly Effect” where we learn that when our four wings (key actions) are moving in concert, we can move in any direction and produce colossal results despite our income or social status. As a blogger, a communicator, and a dreamer, I find this incredibly inspiring both for myself and for my client, AWC Metro Phoenix Chapter. I hope you will, too.
In the Focus wing, it was found that winning peoples time would result in winning their time, money and votes, as opposed to just focusing on votes and donations (in regards to the Obama campaign). For the Metro Phoenix Chapter, this translates as members. The book states that if your have a solid but narrow-focused goal and you stay focused on that goal, it can have ripple potential that could reach more women than imagined. Those women will reach even more women, and bring powerful social change and success to the Metro Phoenix chapter.
In order to speak to your audience, you must “understand their plight and create a message that speaks to them”. How? Get personal. This could include finding unique ways to incorporate tagging photos with #awcphoenix that can spread through various social media platforms such as Facebook, a powerful platform for building and maintaining relationships with target audiences. Other effective strategies are to elicit emotion in messages in order to create connections, use attention grabbing facts in statements, begin presentations with open-ended and intriguing messages, and employ perfectly placed humor in order to keep a light and approachable tone.
The third wing, Engage, is to compel your audience to care deeply about your cause/organization. As the book states, “engagement has little to do with logic or reason”. If you engage your audience emotionally, you will gain their interest and attention. Get to know them. Who are they, what are they going through, and what do they need? Build online communities through your organization, and be a wealth of knowledge for your chapter to turn to with questions. Through social media you can let your members and potential members know you are there, and that you are there for them. If the Metro Phoenix Chapter is transparent, committed to the success of the organization and the women involved, trust will build between the founding member and members. For any organization, trust is essential for growth.
Yes, the book says it can work, and I agree. Especially if the organization has focused on a single goal, found a way to grab the attention of their audience, how to engage with them, and identified strategies that enable and empower them to take action. With realistic expectations, the organizations goals can be accomplished and highly successful. As The Dragonfly Effect points out, in a world where a wedding video can reach millions of views, we have an enormous opportunity to make a great impact. It is my belief that the AWC Metro Phoenix Chapter can make it a good one.