What happens when hype is no longer hype but a real trend? Can you afford to miss benefiting from social technologies?
These are questions I get about using social media as part of the brand strategy conversations. This is when I introduce the theory of Technology Adoption Lifecycle (aka Rogers’ bell curve) to illustrate product adoption to better understand how new ideas and technologies spread especially in today’s digital culture.
Fundamentally Innovators seek new ways of doing complex tasks and are willing to take the risk hoping to gain competitive advantage over time.
The Early Adopters want speed and cost savings to drive other innovations that’s mostly perceived advantage.
I see the rest of the adopter groups (early majority, late majority and laggards) as Mass Market. This group relies heavily on the concept of social proof and wants proven process from credible source that demonstrates significant cost savings over the existing way of doing things.
Now let’s apply this concept to social media.
Adopting at the Right Time
The idea of adopting new technology is to improve productivity and fuel growth, not to chase the hype