2 min.
Concentrating on a precise objective, capturing attention, involving others and acting.
Jennifer Aaker and Andy Smith point out in the Standford Social Innovation Review the four actions necessary for social media to concretely contribute to a real change in society in an article entitled The Dragonfly Effect.
The analysis of a social innovation model that may be replicated and that is based on social media, the two scholars were inspired by the so-called Dragonfly effect, the coordination and complimentary nature of the dragonfly’s four wings. This metaphor symbolizes the importance of the effects of small actions that, together, can create big changes.
The Fondazione Mondo Digitale’s Project Phyrtual.org acts exactly along the lines indicated by this world-renowned source for information on innovation and web issues.
Phyrtual is more than a social network and different from a formal learning environment. It is a tool that has been devised for studying and sharing ideas, experiences and concrete projects in the social sector. It relies on tools provided by a new platform that is in its final beta development stage and that present a completely innovative take.
The four essential qualities delineated in the article perfectly suit Phyrtual:
1. The objective of creating an inclusive knowledge society
2. Attracting attention to its mission via social media that allows an authentic and memorable experience
3. Creating personal connections, developing and sharing emotions
4. Acting and allowing other to act, too.
The Dragonfly Effect (pdf)
