20 Replies to “The End of the Social Media Adoption Road”

  1. End of mass adoption? Maybe. Beginning of mass usage? Yes.

    When any technology jumps the chasm and becomes more mainstream a lot more interesting things start to happen. So while the past few years have been excited for the innovators and early adopters…hold on because it’s about to go in a lot more directions.

    This also means that a lot of social media usage by nonprofits needs to shift from marketing/awareness to engagement/results. It’s no longer a question of whether you should be using it, but instead what measurable results are you getting from it.

    The same thing happened to online giving and email several years ago.

  2. Facebook killed the social media star–its melting our collective creative brains.:)

    Japan and Australia look to be taking off. Also the creators numbers are too close to call due to margin of error.

  3. I wonder why Forrester hadn’t added “Social Burnout” to the technographics ladder. We’ve been talking about this particular classification for years now. I’ve also seen “curator” somewhere (maybe in a post-Forrester Charlene article somewhere).

  4. I think you’re just fitting the stats to your book chapter – like a good PhD student with an a hypothesis for which the data has to be made to fit. The main thing I see is that the Forrester roles/categories have reached their use-by date and aren’t particularly useful any more.

  5. I have to agree with Steve. Reaching the laggards phase just means that we’ve got most people using the tool – it doesn’t have anything to do with engagement. There might be less content being blasted out because people have, to your point, realized this is just another venue for existing attitudes and content. They’ve calmed to normal levels – but that doesn’t mean their engagement is over.

  6. Good article! Clearly the line between user assistance and user interface is diminishing. Specialists in either of these fields will need to look at both domains very closely to be efficient.

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