The use of social media today is powerful. The number of people that can be reached through a social media campaign through one post could not have been accomplished before social media. At the same time, there are so many people utilizing social media for their own purposes, that many initiatives do not gain traction because people scroll right past them. The four parts (focus, grab attention, engage, and action) needed for the dragonfly effect to work are supposed to be what is needed to differentiate one social media campaign from the rest of them. All four parts make sense, but the use of them simultaneously is the necessary part.
In the article 'Why The Revolution Has Been Tweeted: The Dragonfly Effect' by Steve Denning (https://www.forbes.com/sites/stevedenning/2011/02/11/why-the-revolution-has-been-tweeted-the-dragonfly-effect/#6c0a29cc6b3b) further explains the effect. It delves into the negatives of social media campaigns ranging from people using them for negative/false purposes to it being used with"ill intent by powerful entities to cause a public distraction". It further talks about people feeling satisfied with their social action by liking a post surrounding a social campaign, but not taking any action to further the campaign. Raising awareness is a necessary part of gaining traction with a social campaign, but the argument is that the dragonfly effect as a whole is necessary to truly get people involved to the point where the campaign will be a success. It's stated in the article as the effect acts as "an on-ramp to activism - but, to further strain the metaphor, the ramp needs to connect to the freeway at the top".
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