The Growth of Social Media…My Response
September 6, 2011 2 Comments
The Infographic pictured below is one of the many great reasons I love Twitter. So much information and knowledge being shared from a multitude of networks is simply awesome. It should come as no surprise that I am a bit of a social media nerd. I am currently focusing my dissertation on the use of social media among human service nonprofits, and as I have just finished my chapter on theory, I found this infographic especially interesting. Continue reading below:

Source: The Growth of Social Media: An Infographic
One of the theoretical perspectives that informs my dissertation is that of Rogers Diffusion of Innovations Theory. A brief primer on the theory is that it’s mainly concerned with how innovations spread through society. An innovation can be almost anything from an idea, practice, or object that is seen as new by an individual adopter. That is to say the innovation itself does not need to be new, rather it is simply new to that individual. The key elements in Diffusion Theory include innovation, communication channels, time, and a social system. Communication channels are how the innovation spreads. Time is both the rate of speed that an innovation is adopted and how much time has elapsed through the diffusion process. A social system is a set of interrelated units that are joined together in order to accomplish a common goal.
Okay, so looking at this infographic through the lens of Diffusion Theory, one can see how the various social media platforms have become so popular so quickly. The various graphs showing the rate of adoption, growth, or evolution mirrors the diffusion process. Rogers provides a graphic, in his book which I can’t necessarily reproduce here or find on the net, that illustrates an S-type curve of early adopters all the way through to late adopters. If I could overlay this curve on the infographic above it would basically tell us that most of the individuals who began using social media such as twitter or Facebook from 2004-2006 would be the early adopters. Seems to make easy enough sense right? Well what this theory tells us about those early-adopters is that some of them are critical in the diffusion process because they are what Rogers calls Opinion leaders and Change-agents. Opinion leaders and change agents influence their own networks by providing information to others. The main difference between the two is mainly in the language they speak. I don’t mean like English and Spanish, but rather that Change agents use more technical or professional language because of their training and they may usually hold university degrees, whereas Opinion leaders influence others attitudes and behavior more informally and are more accessible to others. I think the access part is a crucial element in why social media has diffused across so many networks. Anyways, these innovators help spread information through out their networks and spur on the diffusion process.
Rogers also highlights 5 dimensions that impact the diffusion process and whether or not an innovation is successful. Briefly they include:
- The degree to which an innovation provides a Relative Advantage.
- The degree to which an innovation is Compatible with the values and norms of the social system.
- The degree of Complexity of an innovation (whether its difficult to use).
- The degree of Trialability or whether the innovation can be experimented with or not.
- The degree of Observability or how easy it is for others to see the results of the innovation, which impacts whether they adopt it or not.



Many weeks ago I participated in an online learning institute, and I left there with several new ideas about teaching online. I also thought more about what is actually possible in teaching Social Work education online and this post is meant to pull together some resources in hopes of starting a conversation with many of you. The fact is, I believe that we can teach many aspects of social work online using an array of technologies. Whether it’s from Second Life to Blackboard, or Twitter to Skype. I am going to start by highlighting several social work courses and what tools could be used to teach those courses online. In fact, there are a number of Schools of Social Work around the United States that use many of these tools. The number one thing to remember, however, is that you should always think about your course, the content, and what you want your students to get out of it before you decide on which technologies to use.
Lately I have been talking with a few individuals about social media in the nonprofit sector. It seems that every conversation I have about social media always defaults to a discussion about Facebook, with Twitter being a close second. I myself am not a huge Fan (no pun intended) of Facebook, but I understand why organizations need to have their own profile page. The simple answer is:



