The Dragonfly Effect: Working Together to Make the World a Better Place

Thanks to the invention of social media, you don't have to be a large corporation with a huge advertising budget to spread messages to the masses anymore. Those looking to make a difference in their communities near and far can use the Internet to make their voices heard. With platforms such as Facebook, Twitter, LinkedIn, YouTube, Photo  and Blog sites, we have the keys to bringing serious change to the world.

Jennifer Aaker, Andy Smith and Carlye Adler have written The Dragonfly Effect: Quick, Effective, and Powerful Ways to Use Social Media to Drive Social Change. In it, they describe how social media works much like a dragonfly. The insect travels with speed and direction only when all four of its wings work in harmony. The same goes for driving a message. Focus and G.E.T. your ideas heard:

FOCUS: Identify a single concrete and measurable goal.

What is it you need to do? How fast do you need it done? Social Media thrives on the world's Six Degrees of Separation. If your message is compelling enough, the people you send your idea to, will send it those whom they know as well. Your proposal could spread like wild fire!

GRAB ATTENTION: Make someone look. Cut through the abundance of social media with something personal and visual.

It's one thing to SAY social change is needed, but LOOKING into the face of those who need the change the most, impacts your audience on a greater level. Visual images evoke a relatable quality in people and pull at their heart strings. When the issue is closer to home, people are more likely to react. Anyone can blog, tweet or E-mail. Make what you have to say worth a more in-depth look.

ENGAGE: Empower the audience to want to do something themselves. 
Bring your focus to life. Let the audience see and/or hear a first-hand account of someone who needs their help the most. Have your main focus tell their story either via blog or perhaps even YouTube. Make them seem Three-Dimensional.

TAKE ACTION: Enable and empower others to take action. Help others further the cause and change beyond themselves.

The "call-to-action" is the most important part of your process. If you are asking for donations, make that information easy to find and understand. If applicable, include any online links (i.e. a PayPal button). Seek others to spread the message on and make it clear--tell them to do so. Make your audience member a team player too.

Taking these steps can drive your advertising and public relations efforts to a larger scale. Your results will sky rocket and change the lives of others forever.

For those looking to learn more,  The Dragonfly Effect is an excellent resource tool for your next social change campaign.