[书籍] The Dragonfly Effect 蜻蜓效应：运用社会化媒体的制胜秘诀
出版社:
Wiley
简介:
Many books teach the mechanics of using Facebook, Twitter, and YouTube to compete in business. But no book addresses how to harness the incredible power of social media to make a difference. The Dragonfly Effect shows you how to tap social media and consumer psychological insights to achieve a single, concrete goal. Named for the only insect that is able to move in any direction when its four wings are working in concert, this book Reveals the four "wings" of the Dragonfly Effect-and how they work together to produce colossal results Features original case studies of global organizations like the Gap, Starbucks, Kiva, Nike, eBay, Facebook; and start-ups like Groupon and COOKPAD, showing how they achieve social good and customer loyalty Leverage the power of design thinking and psychological research with practical strategies Reveals how everyday people achieve unprecedented results-whether finding an almost impossible bone marrow match for a friend, raising millions for cancer research, or electing the current president of the United States The Dragonfly Effect shows that you don't need money or power to inspire seismic change. 蜻蜓是昆虫中的“飞行之王”，它飞行能力极强，速度快，能悬停，转向自如。蜻蜓是依靠四只独特的翅膀实现其飞行能力的；这四只翅膀协调配合，能够产生匪夷所思的效果。《蜻蜓效应：运用社会化媒体的制胜秘诀》将利用社会化媒体驱动变革的4大核心要素：专注、赢得关注、吸引人们参与和采取行动，形象地比喻为蜻蜓的翅膀，由此提出了“蜻蜓效应”的理论。 《蜻蜓效应：运用社会化媒体的制胜秘诀》包含了很多栩栩如生的原始案例和研究分析，通过真实的示例揭示了如何利用社会化媒体的“蜻蜓效应”，确立目标，吸引受众，让充满爱心的广大民众紧紧团结起来，发动一场席卷全球的运动去解决社会问题，从而给我们的社会和生活带来不可思议和美好的变化。通过详细阐述蜻蜓的“四只翅膀”的效用，以及如何在社会化媒体实践中把握关键因素，发挥其效用，作者勾勒出了一幅美丽的图画，既唯美又真实，使得《蜻蜓效应：运用社会化媒体的制胜秘诀》成为使用社会媒体的一站式指南。 《蜻蜓效应：运用社会化媒体的制胜秘诀》适合任何想要通过社会化媒体来号召、推动和实现社会利益、改善现状和解决问题的人们阅读，适合企业家、商业企业的员工、非盈利组织的志愿者、普通社会大众阅读。《蜻蜓效应：运用社会化媒体的制胜秘诀》对于研究社会化媒体的学者、新闻传媒、公关营销人士也特别有阅读和借鉴价值。
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