Can Social Networks Steer User Adoption?

I did a guest post on Venturebeat covering this topic.  Check it out here.

Comments

[John Funk]

Raj, your guest post is provocative and per usual, I think you've identified some good ideas for steering a social network.

But "steering" implies you know where you want to go and that there is an individual (or management team) in the driver seat. Don't the very best consumer products and services let the consumer be the boss? Don't the best companies in the world try to enable the customer to speak and drive product development and service development?

I wonder if the reason the current top services are the leaders is because they let their customers tell them how they wanted to use the service and the company quickly adapted to leverage that consumer insight. So, in fact, management did almost no steering, just did some great enabling first, and reinforcing later...

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