This article examines the diffusion of innovations which resulted in micro social phenomena. As such, it addresses the methodological problem concerning identification of innovation, that is, if innovation is regarded as the cognition of subjective 'new' value, who perceives newness of technologies and products? Combining Actor-network theory and Institutional theory of organizations, we suggest that the diffusion of innovations is a process in which a variety of actors commonalize institutional carriers. Based on this perspective, we analyze online bulletin board for comparing products (Kakaku.com) with Text mining. Lastly, we discuss this analytical method which can support decision making in new product development, and explore needs in the word-of-mouth information on internet such as blogs and SNS.