The Dragonfly Effect: Using Social Media for Social Good

When 31-year-old entrepreneur Sameer Bhatia was diagnosed with leukemia, finding matching bone marrow in a matter of weeks to save his life seemed almost impossible. The odds: 1 in 20,000.

But his friends, a tight-knit group of entrepreneurs, figured it was a typical math problem. The solution: getting 20,000 South Asian individuals into a bone marrow registry.

In order to do this in such short time, Team Sameer used Web 2.0 services, like Facebook, Youtube and Google Docs to mobilize and empower others to organize bone marrow drives all over the country. This resulted in getting more than 24,000 South Asians into the bone marrow registry. And sure enough, a match was found and the tranplant was performed in 2007.

This is one of many examples of how social media can be used to power social good, outlined in the book, The Dragonfly Effect.

The book is co-authored by the husband/wife duo of Jennifer Aaker and Andy Smith. The Dragonfly Effect demonstrates how to achieve both social good and customer loyalty by leveraging the power of design thinking with practical strategies

The Dragonfly Effect model has four key elements:
1. Focus on a single, concrete, measurable goal
2. Grab attention: Make someone look.
3. Engage: Foster personal connection.
4. Take Action: Enable and empower others.

This is part of a series of blog post running until the end of the year on business books in 2011 that can enhance the way you do presentations, improve the way you tell stories, engage with your audience, or market your business through social media or other channels.

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