The book "The Dragonfly Effect" outlines how small, focused social media campaigns can drive social change through a "ripple effect". It presents a model called "The Dragonfly" which has four parts or "wings" - Focus, Grab Attention, Engage, and Take Action. Each wing contains design principles for effective campaigns, such as making the message personal, visual, and action-oriented in order to attract attention and motivate participation in causes through emotional connection and storytelling. The book provides examples of successful social campaigns and encourages readers that meaningful change can start from ordinary individuals pursuing their goals.