Brett Kobie

3. Perceived cost of absence
"Doesn't it look weird if we're not there?" In the EU bubble, I would posit that this has always been the single most important driver of channel adoption.

2. Perceived return relative to time investment
Anyone whose job it has been to "train" people on social media will know that the biggest block is perceived time investment. The less time one must spend relative to the return they see, the more likely adoption is.

1. Proximity to business as usual
An org or individual has already settled into a pattern of external communication with others. It's what naturally feels right to them and is scratching whatever itch they have on their hierarchy of needs. If the new thing fits this pattern, adoption is more likely.

Social media hypes are exciting, but apply these three objective tests to predict if/when a specific niche stakeholder group (or your own org even) is likely to adopt a new channel in earnest.

TW: no social channels are named in this post.