In the case of social network platforms, you have to do more than than convince someone to switch one person at a time. Using one social network platform over a

In the case of social network platforms, you have to do more than than convince someone to switch one person at a time. Using one social network platform over another is a group decision and you have to convince an entire group to switch at the same time. It does me no good to switch platforms if the people who I interact with are still using the old one. This means you need more than just a better product; you need some inciting event that forces entire groups of people off the old product at the same time. Something like that product deciding to destroy the tools people use to access it...