As our clients began to ask us about online payment Twitter

Some people were giving hourly updates on what they had for lunch or what meeting they had just entered. Even if you’re getting tweets just from your friends, that gets pretty insipid after a very short while. As our clients began to ask us about online payment Twitter, we asked ourselves the broader question—how can you evaluate new technologies as they enter the groundswell? Which ones will catch on, and which will fizzle? And which ones do you need to pay attention to, and which ones can you safely ignore? So based on our experience of new social technology adoption around the world in the past five years, we came up with the groundswell technology test.

When we started this chapter, we said you should concentrate on the relationships, not the technologies. So when it comes to a new technology, again, the relationships are paramount. A tool that enables new relationships in new ways will catch on faster than one that doesn’t. "Faster" on the Internet means weeks and months, not years. Does it enable people to connect with each other in new ways? The groundswell is about making connections.

If a tool makes those connections more interesting, more varied, or more frequent, it has good potential for adoption—because that’s what the groundswell is looking for. Furthermore, such technologies spread virally, as existing participants recruit new people to join them. For example, Facebook opened its social network to anybody in September 2006 (before that, it was mostly for college students) and grew rapidly thereafter.

YouTube enabled a new form of communication—easily broadcast universally available video. Twitter doesn’t add media to existing forms of communication like blogging and texting, but it permits people to broadcast and subscribe to a constant stream of content in a new place: the mobile phone. Is it effortless to sign up for? Most groundswell technologies are free. The ones that succeed are also easy to connect up to technologies people already have. For example, Twitter is free and is based on mobile phone texting and a simple Web interface, both of which are commonplace.

A technology that requires consumers to buy and carry a new piece of mobile hardware, like a smart phone, would need to be incredibly compelling and would grow very slowly—at least until those smart phones became more broadly available. Does it shift power from institutions to people? Technologies that mostly benefit companies don’t tend to catch on.

Those that benefit people do. Facebook gave people power to connect without corporate supervision; Wikipedia allowed them to create without expert approval. Twitter, similarly, lets people connect. One of the first applications that got people’s attention was audience members twittering back and forth at a music and technology conference called SXSW. This may have drawn some attention away from the planned events on stage, but it made the audience members more connected. Does the community generate enough content to sustain itself?

All the successful technologies listed in this chapter, from online payment gateway blogs to tagging, make it easy for people to create content and to benefit from each others’ content. Twitter fits the same description. Use it, and you create value for your followers. (Of course, all the tools in the groundswell can be used to create garbage, too. But the fact that your tweets are boring doesn’t mean Twitter is a failure—it just means your followers will give up reading your tweets.)Is it an open platform that invites partnerships?

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