Diffusion in the Age of Social Media
Title: Innovation: Adoption and Diffusion in the Age of Social Media
Source: https://www.hausmanmarketingletter.com/innovation-adoption-diffusion-age-social-media/
This article discusses the need for a company to take action in the diffusion of a new product or technology. The author says that adoption is the precursor and driver of diffusion. Now in the age of social media, it is far easier to reach a larger group of people and expose them to your new product. The diffusion then occurs when enough people have adopted the product, and others they know decide to start using the product as well. The author then discusses the importance of planning the introduction of your product so as to get lots of different people to use it. Facebook is one example of a company who defied this, however, the author does not suggest following the introduction plan of Facebook as it is extraordinarily unlikely that you will achieve success in the way.
This connects directly to what we have been talking about in class about diffusion in social networks. We have discussed the idea direct adoption, and this article connects to this idea of how to initiate this adoption. They discuss the notion of using social media to draw attention. Additionally, it mentions thinking specifically about the people who are being made aware of the product and targeting your marketing towards them specifically.