Experts in the fields of social psychology such as Jennifer Aaker and Andy Smith associate social media to just that – being able to manuever any every direction. In their book the + Dragonfly Effect: Quick, Effective Ways to use Social Media to Drive Social Change, they talk about + Sameer and Vinay who used social media to find bone marrow donors. Sameer ended up passing, but Vinay started a revolution that in India was hard to come by proving that + small acts do create big changes
The Dragonfly effect also discusses four essential steps in using social media to drive social change. +Focus Your Goal: Identify a single, concrete, measurable goal that is actionable. A series of tactical, personally meaningful, micro-goals will lead to achieving your long-term macro-goals and engaging your audience. +Grab Attention: Catch your audience’s eye effectively by using personal “hooks” and designing a campaign that is “visceral and visual.” +Engage: Create a personal connection to the higher emotions of your audience, compassion, empathy, and happiness. As the authors write: “It’s about empowering the audience to care enough to want to do something themselves…and actually do it.” +Take Action: By providing your point of view and your personal story, inspire others to take action by following the fun, easy and unique example you have given.
Social media is definitely driving social change. + During the last presidential election, researchers could determine who was going to win base on the number of twitter “followers” the candidates had. They were right on the mark. Obama was the first candidate in history to use twitter to talk to his audience. By being such an early adopter of Twitter, Obama forced his opponents, his fans, and even the mainstream media to pay attention to this little startup company developed by St. Louis native, Jack Dorsey. His opponents, fans, and the mainstream media was baffled by the simplicity of Obama’s 140 character messages to his followers. In the case of Obamas followers- Whether you love him or hate him, researchers believe this was one of the most brilliant moves any presidential campaign has ever made: Thinking we’re only one signature away from ending the war in Iraq. Learn more at http://www.barackobama.com . 2:04 PM Apr 29th, 2007 from web. - Barack Obama’s first post to Twitter
A little about the evolution of the Internet. The term web has been through 2 evolutions so far + WEB 1.0 and WEB 2.0. Think of Web 1.0 as a library. It was a place where one could find information much like a book. There was no interactivity on the web page. Not much to it other that a library of information. Web 2.0 as born when Tim O'Reilly led a session intended to figure out a definition of &quot;Web 2.0.” The whole idea of web 2.0 technology was to bring people together. Now we a wait for the new + Web 3.0 platform that will act much like a + personal assistant. + Web pages will become more of a web services for every time you will log into internet on your personal computer, it will begin to know and understand your likes and dislikes based on prior search history. It will begin to know you better that you know yourself. + It is still unknown though what the true Web 3.0 technology will be like, because it is still being developed.
Social media has exploded on to the web thanks to the web 2.0 technology. Social media has brought people together. But something unexpected happened… It not only brought people together online, but it had + brought people to businesses also and vice versa. People began to help market these businesses by posting little tidbits through their social media communication. This is why the experts say that social media is like a dragonfly… it has the unique ability to maneuver in many different directions of the world wide web.
I think we need to define what are the different social media portal and the best purpose of each. + Twitter is a platform for + public communication whose goal is to produce Awareness and Sourcing. We can successfully measure activity by the number of followers we have and how many times our content is retweeted. + The ultimate value brings appropriate candidates to our website or other destination sites.
Facebook’s goal is the help with Awareness, Brand Building, Candidate Engagement, and is often used as referral sourcing. Facebook is measure by the number of followers you have. The value that Facebook could bring is engaging appropriate candidates in chat or conversation. Already we have had some of out followers converted into hires.
Blogs are for building your + brand. Blogs are very valuable by you have to be open and transparent enough for negative feedback that can be commented by individuals who visit your site. Success is measured by the number of visits and/or return visits your site receives. Blogs can also generate referrals from other blogs.
Finally, I like to speak about LinkedIn. LinkedIn is a powerful Sourcing Tool that can be used for brand awareness and referral sourcing. LinkedIn is a professional network that gives us the ability to customize company pages like the ones for Barnes-Jewish Hospital that individuals can choose to follow like Twitter. Our Personal LinkedIn profiles are measured by the number of connections we have made and by the number of followers we have on our custom profile pages.
The Dragonfly Effect: Quick, Effective Ways to use Social Media to Drive Social Change
Small Acts Create Big Change
Four essential steps that The Dragonfly Effect discusses:
Focus Your Goal
Social Media is driving social change Thinking we’re only one signature away from ending the war in Iraq. Learn more at http:// www.barackobama.com . 2:04 PM Apr 29th, 2007 from web. - Barack Obama’s first post to Twitter