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We hear this term over and over again. Early adopters or early adoption. We look at numbers and rates. This talks about an action, not a behavior. Who really cares about one, specific action? Apparently, everyone looking for ROI on any new product. Who adopts your product or brand is not all that matters.

Why would I go against the grain? The term means nothing; not in social. People adopt everything. How many things have you signed up for as an "early adopter" and never used again? That is one reason why early adoption isn't everything. Also, you can't be an early adopter on Facebook or Twitter anymore, but there is still value in both of them.

Look at how Facebook and Twitter are being used by brands or businesses. How many still refer you to a phone number or email for customer service? How many still ignore you altogether? Who is using hashtags appropriately, by the numbers? People still flood content with no context. People still schedule content and are absent for the replies. People still don't get to know their customers and ignore the conversational aspect. Nobody sees the value of thank you in social.

So, nearly 2 billion accounts are live on just these 2 networks. Roughly 30% of the world's population had adopted, but a tiny percentage has actually changed the way they see things and do things and believe in things. Nobody has changed their behaviors. They have only participated in a particular action.

So this is where the opportunity arises. The value is in being an "Early Adapter." While everyone is standing around on social media talking to each other and scratching their heads (which is still happening), you can be the one to change your behavior and stand out.

We talk about the noise on social media often. Why is that? Because everyone is so concerned with screaming louder and louder to be heard. Nobody is focusing on changing the message. Nobody has adapted to the changing landscape. It is not "nobody" in reality, but it might as well be. Of the 1.1 billion Facebook users, there are only 15 million business pages. Of those, the ones that are adapting and doing it right are few and far between.

So, while everyone is vying for the title of early adopter, ignore them. Be an early adapter. There is more value in being there the right way than just being there, I promise. And in turn, your behavior will turn your fans into early adapters.

Just remember, people who adopt something into their live, do it once. People who adapt, make a habit of it.

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Comment by Jason Viglione on April 2, 2014 at 11:17am

I am sure you're right. And that is why engagement is spotty. They get the adopters who click but can't get anyone to adapt their behaviors and keep the focus of fans.

Comment by Louie Baur on April 2, 2014 at 11:05am

Wow 15 million business pages is a ton. I would be surprised if 500,000 of them where doing it right.

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