Traditional social networks fueled Twitter’s spread (MIT)
We’ve all heard it: The Internet has flattened the world, allowing social
networks to spring up overnight, independent of geography or socioeconomic
status. Who needs face time with the people around you when you can email,
text or tweet to and from almost anywhere in the world? Twitter, the social
networking and microblogging site, is said to have more than 300 million users
worldwide who follow, forward and respond to each other’s 140-character tweets
about anything and everything, 24/7.
But MIT researchers who studied the growth of the newly hatched Twitter from
2006 to 2009 say the site’s growth in the United States actually relied
primarily on media attention and traditional social networks based on
geographic proximity and socioeconomic similarity. In other words, at least
during those early years, birds of a feather flocked — and tweeted — together.
In their study of Twitter’s “contagion process,” the researchers looked at
data from 16,000 U.S. cities, focusing on the 408 with the highest number of
Twitter users and seeking to update traditional models of how information
spreads and technology is adopted.
Just as marketing experts sometimes label consumers as early adopters, early
majority adopters, late majority adopters or …
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