1. CONNECTORS, NETWORKS and INNOVATION SUCCESS
by Werner Iucksch
It may not look like it, but one of the most controversial concepts around social
networks is that of the importance of individuals that became known as
“connectors”. In “The Tipping Point”, Malcolm Gladwell argues that this special
kind of people are able to pick‐up ideas, values, trends from one cluster of people
and transport it to another, spreading ideas in society. As connectors are linked
to a high number of people, they could initiate big movements of behaviour
change.
In “Linked”, Albert‐László Barabási writes that his research found that some
places in cyberspace (that he calls “hubs”) concentrate a vast amount of links and
traffic of information. The author suggests that this result reinforce the theory of
the “power of connectors”.
This would confirm a golden piece of information to marketers. Imagine the
economies that would be possible by marketing to a selected group of people,
subsequently letting them use their networks to spread the news and drive
adoption of products or services.
This concept is now widely accepted around the business world, Procter and
Gamble even sells the access to such group of people, but if that’s what it takes to
spread the word and drive adoption of new product/services, why most of them
continue to die off?
One of the most respected network researchers, Duncan Watts, from Columbia
University, is also interested in this question. He found some interesting data and
formulated some hypotheses on why that happens, when he conducted an