The it up. At this point, the product will

The
Diffusion of Innovation Theory explains how, why, and how fast new ideas and
technologies spread. Everett Rogers, a professor of communication studies,
wrote a book about it. The five stages he describes determines the success of a
product or idea. I am going to look at social media and how we can apply the
theory to that idea. Social media has been around for the better part of 40
years. “Usenet appeared in 1979 and is the first recorded network that enabled
users to post news to newsgroups.” Innovators are the small group of people
that want to be the first to try a product and that are willing to take risks.

These are the people who used Usenet. They made the idea of social media expand
to more people. The next group to use the social media pages would be the early
adapters. These are the people who like to try new things and invest in new
products knowing they may fail. Because of the knowledge they have about a
product, in this case, Usenet, they play a role in advertising the new product
by talking about it to other people. By talking to their peers about the new
website, they are able to get more people involved using it. The early majority
group is up next. These are the people that love a good trend, but tend to wait
and see how everyone else likes it before picking it up. At this point, the
product will be extremely popular and this will increase demand. This group is
the reason that new social media sites are made to compete with the existing
ones. The late majority group is just that, late to the party. This group will
only start buying into an idea after it is already decreasing in popularity.

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This group is really like our parents and their social media habits. We move to
Facebook because they had Myspace, then to Instagram and Twitter because they
have Facebook.  They are late to the
social media party always. The laggards are the group who always are behind
whether or not they know it just because they do not like change. If the person
in this group decides to use the product/idea/media it is way outdated. These
are definitely the grandparents of the movement that are always fussing about
the changing times. The next important part of innovation diffusion is the
marketing position. To maintain good position, the companies must look to sell
or promote the products to the five groups of people I have just mentioned. In
the social media aspect of this, companies must sell adds to other companies in
order to keep their services free of charge for users.

            Another idea we can examine is
advertisement. Advertising has been around much longer than social media, but
how? Even though social media has not always been available so that ads can
aggravate us when we are scrolling through Instagram or playing Pandora,
advertisements have been around the block a time or two. The first American
advertisement was an announcement seeking a buyer for an Oyster Bay, Long
Island estate in the Boston News-Letter in 1704. Ever since then,
advertisements have been found in newspapers, on street corners, street lamps,
store windows, online, and on social media. The idea of advertisements falling
under the Diffusion of Innovation Theory is a little hard to think about, but
it makes sense. This is when we look to see how advertisements have changed
over the years to keep up with the innovators. If the advertisements did not
change with the times like everything else, we would be a country that was not
well rounded like we find some third world countries. What I mean by this is
that if the advertisements did not change as technological advancements were
made, then half of the country would be in the dark about certain things
because it would be nearly impossible to get ideas coast-to-coast without the
help of travelers, but even then, it would take quite a while to reach the
entire country. If advertisements were only found in newspapers, then most
people my age would not be “in the know”.  The Diffusion of Innovation is important to
society as a whole.