Lyrics from a Country-Western song resonated with me as I was reviewing some old magazine articles from my archives. The content was about the idea that the tipping point construct was not valid and that the idea of Connectors and Influencers was misleading.
Many marketers are still focused on creating buzz or viral whatever to help their product/service succeed. While that activity may be helpful, it does not necessarily correlate to adoption. As someone once said, ” Virality is an outcome, not a channel to be planned.”
The problem with this approach is the mistaken belief that buzz or viral equates to adoption. Just because people (even influential people) are talking about your product or service does necessarily mean they are using it … really.
Do not confuse how viral your message is with whether it is inducing trial. And if it is inducing trial, is that experience creating adoption? It’s not about “likes,” it’s about the action of trial and adoption.