Should I Resign Or Get Fired

Social Network (The Social Network) and the theory of diffusion of innovations

KC: Seven Different People Same spammed me the link.

KC's Friend: What is it?
KC: I do not know, but I'm really Hoping That it's cats look like Hitler, Because I can never get enough of That.

KC : Seven different people sent me the same hyperlink

KC's Friend: What is it?
K.C. : No sé, pero realmente espero que sea del gato que se parece a Hitler, porque nunca me canso de eso.

Mark Zuckerberg : People want to go online and check out their friends, so why not build a website that offers that? Friends, pictures, profiles, whatever you can visit, browse around, maybe it's someone you just met at a party. Eduardo, I'm not talking about a dating site, I'm talking about taking the entire social experience of college and putting it online.

Mark Zuckerberg : People want to connect to the Internet and see their friends, so why not build a website that offers that? Friends, photos, profiles and what they can see and find. Maybe it's someone they met at a party. Eduardo, I'm not talking about an Internet dating site, I'm talking completely bring the social experience of college and put it online.

Divya Narendra: Everybody on campus WAS using it. "Facebook me" Was the common expression after two weeks. And Mark Was the Biggest Thing on a campus That included 19 Nobel laureates, 15 Pulitzer prize winners, 2 future Olympians and a movie star. Sy
: Who's the movie star? Divya Narendra
: Does it matter?

Divya Narendra: Everyone on the campus were using. "Add me on Facebook" was the common expression after two weeks. And Mark was the best on a campus that included 19 Nobel laureates, 15 Pulitzer Prize winners, 2 future Olympians and a star film.

Sy : Who is the movie star?

Divya Narendra: Does it matter?

The movie The Red Social (The Social Network, David Fincher, 2010) tells the classic story of friendship, betrayal, power and ambition. Besides being a notable film, is known for describing the process in which an innovation spreads, in this case a virtual network currently has over 500 million members and which originated on a college campus, paradoxically, as the film shows, clearly by someone with antisocial traits.

In the film, we meet Mark Zuckerberg (Jesse Eisenberg), a computer genius with some problems of interaction with others. In his quest to join one of the fraternities at the university, conceived the idea of \u200b\u200bcreating a virtual network in which students can be aware of what their peers and also, post your information for others see. However, the axis of the film is that the twins Winklevoss (Armie Hammer), had a similar idea before and accuse Mark of stealing his idea to build the innovation known as Facebook. Likewise, Mark's best friend, Eduardo Saverin (Andrew Garfield) accompanying Mark on the process of creating Facebook, to support him in financially, later to be fooled (or in the words of Mark, making a bad business decision ), which significantly decreases the impact on the company. The film then focuses on presenting both demand Eduardo imposes his former best friend, like the twins Winklevoss filed against Mark. This paper will not focus on the story about the demands, but scenes of the film relate to the theory that exposes how innovations spread.

Firstly, the diffusion of innovations occurs in a 5-stage process and occurs through a series of communication channels over a period of time among members of a social system similar. Now let's see how these five stages are presented in the film and describe the process of diffusion of an innovation, in this case, that has to do with the creation of a virtual network.

Knowledge (knowledge): This stage, the individual is exposed to the innovation but lacks information about this innovation. In the film, this step was seen in two scenes. In the first, when Mark Zuckerberg sent his university colleagues the link to the page you created 'hot or not hot' in which students could compare their partners according to their physical attractiveness. In this case, the students saw the mail and acquired the knowledge of this lack of innovation without more information. The second scene shows Mark Eduardo Saverin asking the mailing list of the brotherhood to which the latter wants to join. Mark knows he must raise awareness and knowledge on Facebook if you want this innovation is disseminated.

Persuasion (Persuasion): At this stage, the individual is interested in innovation and actively seeking more information or details about innovation. In the case of the movie, when Mark sent the link to the page 'hot or not hot', appeals to the primal instincts as a dissemination tool. The analysis that he makes about the mechanisms of persuasion in order to disseminate innovation, is that his college friends could access any other page and 'Rank' to women. Hook to interest page he created, is that they were calling women they knew. This analysis was the seed that germinated later in the creation of Facebook. The persuasive element was in the interest of human beings to know their friends and even regardless of physical proximity or maintain real time communication.

decision (decision): At this stage the individual weighs the advantages and disadvantages of using innovation and decides whether to adopt or reject it. In the film, this stage is implicit in the argument and assume that Facebook's success lies in the positive decision taken potential users to adopt this innovation and its dissemination among their friends and acquaintances.

Deployment (Implementation): At this stage the individual seeks more information on this innovation and determine its usefulness. This stage as the former is implicit, as growth in the use of social networking site Facebook, is explained by the increase in the number of individuals who have become interested in this innovation and communicate it to others. In a scene from the film, Divya Narendra (Max Minghella), note that the message of a classmate invited to join Facebook. Immediately, run to warn the brothers Winklevoss (Armie Hammer), his idea was stolen and that the innovation proposed by Mark surely overshadow the one they had in mind. This is because Facebook already going in a more advanced stage of innovation, while theirs, ConnectU, had not even begun, and once they put up, lose their innovative nature, which would have been left Mark with Facebook.

Confirmation (confirmation): at this stage the users use innovation to its maximum capacity and adopt as a daily occurrence in their lives. In the film near the end, the number of individuals who reached this stage reached one million users. Currently, this figure reaches 500 million people who confirmed and adopted this innovation.

This does not mean that there have been many individuals who came to the decision stage and opted to reject the innovation that Facebook raised. Even many came to the stage of confirmation and subsequently withdrew. However, the fact that the innovation of Facebook reached a level of maturity and is now part and parcel of everyday life of many individuals.

Next post: Social Network and the categories of innovation adoption