by Jennifer Aaker, Andy Smith · Jossey-Bass · tapa dura · ISBN 9780470614150
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«The Dragonfly Effect» is the business essay by Jennifer Aaker and Andy Smith, published by Jossey-Bass in hardcover (244 pages, in English).
It proposes the «dragonfly effect»: four «wings» that, working together, allow individuals and organizations to use Facebook, Twitter and YouTube to achieve a concrete social goal. It covers cases from Gap, Starbucks, Kiva, Nike and eBay, and campaigns that found a bone marrow donor or raised millions for cancer research.
First edition published in 2010, with the subtitle «Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change», foreword by Chip Heath and afterword by Dan Ariely.
For social entrepreneurs and digital marketing professionals who want to use social media in campaigns with social impact.
Andrew Latham Smith was an American college football player and coach. He served as the head football coach at the University of Pennsylvania (1909–1912), Purdue University (1913–1915), and the University of California, Berkeley (1916–1925), compiling a career head coaching record of 116–32–13. As head coach of the California Golden Bears football program, Smith guided his "Wonder Teams" to a record of 74–16–7, captured five Pacific Coast Conference titles, and three national championships. Smith was the winningest football coach in school history until he was surpassed by Jeff Tedford in 2011. He was inducted into the College Football Hall of Fame in 1951.
