Applying diffusion of innovations theory to identify conducive innovation characteristics

¶ … online Newsblog with new features which will incorporate the public ideas and can identify the hot news among the public of different areas with proper tagging. The project will be explained using diffusion theory which was given by Everett Rogers. This project will create a new idea of getting the public opinions as part of the news. In this online blog people would be provided with the platform for creating their own blogs as well. The customized and built-in options will encourage people to create their own blogs and thus participate in spreading and sharing the news as well as giving their own opinions. Writers will be provided an incentive on getting benefit by getting good viewership. So in this way more and more content will be available along with knowing what is preferred among the public.

APPLICATION OF DIFFUSION THEORY

Diffusion theory allows the individual to communicate the idea into the proper practice. As according to Everett Roger, this process of diffusion consists of five major steps. These steps are like a staircase, that is one will follow the other one to get to the top and each staircase provides support of the other one. Five major steps of diffusion theory as explained by Rogers, and Shoemaker (1971) include:

1. Knowledge:

Reading different blogs and articles on the net compel me to write my own. I started writing but do not get enough traffic to attract people and also that I was not getting any return for my articles despite they are of high quality and copied on other websites as well and others are able to generate a lot viewership through search engine optimization. By visiting various news sites and different blogs I came to know that news are viral and can generate a lot amount of viewership. Apart from that, most of people want to see their opinions as part of news as well. But they never get a chance for that.

2. Persuasion:

When I started searching about the idea and getting the feedback. The initial report was very negative. As I came to know that, in the start for about three to four months there will be no return and the return will be very small after that it would grow with a good rate in future. Second thing people showed no interest in it as they took it like any other online news sites. But when I further get to know about things, it came to me that this project can give a quite good return in shape of branding adds and once people start posting articles, news, images and other things then it will soon become viral (as in the example of wordpress.com and blogger.com). So, I persuade myself that this idea will work, but it will actually create a very new trend in the market as well.

3. Decision:

Then the time came whether I assess my decision to go ahead or not. At this point, I evaluate the whole project by comparing its benefits to its losses and creating the extreme situations like if all things work then what will be the situation, on the other hand comparing it with if all things go wrong then what the situation will be. At this time benefits seems getting more weight, so I decided to go with the project.

4. Implementation:

Then came the most difficult part, which is to implement the project. For this I develop proper Project Management flow chart and then act accordingly. The first step was to search a proper domain name so I search for the words that are related to newsblog and are unique in nature, as well as they should possess a large amount of monthly search tag word. Availability of the domain was also a constraint. Accommodating all four constraints, finally I bought a domain. After that the next big step was to design the team which can understand the project and can devote themselves to the idea, knowing that it is a risk as it will not provide any return in the first four months and there is no surety after that as well. This was a difficult task to persuade others for this project. But at last I got four members as required, consisting of a web designer for working on all technical issues, two content writers and sales person who was a very good negotiator in order to get good deals for the site.