Youth Marketing Insights » Connected Generation http://blogs.hillandknowlton.com/meghanstuyvenberg Inspiring best in practice youth marketing through sharing of ideas, strategy, trends and conversations about cool stuff Thu, 04 Feb 2010 04:31:40 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Gen Y Mocks Twitter Users: The walled-gardens of social media http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/04/02/gen-y-mocks-twitter-users/ http://blogs.hillandknowlton.com/meghanstuyvenberg/2009/04/02/gen-y-mocks-twitter-users/#comments Wed, 01 Apr 2009 21:19:18 +0000 Meghan Stuyvenberg http://blogs.hillandknowlton.com/meghanstuyvenberg/?p=94 This is pretty much truth – not all social media sites are created equal. Well, maybe a bit more accurate to state that not all social media sites were created or used with equality of purpose.

So, that in mind, watch this video from “SuperNews!”, an animated sketch comedy series airing on Current TV. it features some ‘young adults’ battling an addiction to Twitter….the social network Gen Y just doesn’t get.

As you can see by the video, as well as the comments below, Gen Y not into Twitter. As Gen Y love social media and played an important role as facilitators in the growth, it’s obviously not an adoption issue. Recently however many ‘adults’ have also come to crash this at one time exclusive party. In fact Facebook states that it’s fastest growing user base is 50+ women, and the highest percentages of people on Twitter are 30-40somethings. With the exception of the mother who Facebooks her kids to spy a little bit, there is not much cross-generational communication happening online. Why?

Well many tools are used differently by different groups. While some may use Twitter for random status updates (“I am eating dinner with my cat on the couch”, “I just ran into the bar, it said ouch”), most use it for information spreading, personal branding and a whole lot of networking. As the video clearly points out, Twitter is for people ‘who have no friends’, another way to state that it is not about hanging out but participating in open, public dialogue…with no one in particular. On the flip side, research supports the Connected Generation uses social networks more of an extension of what they do offline, that is socialise with their existing group of friends. So these places that ‘adults’ have invaded and are networking…Gen Y not interested.

So varying social networks, varying user groups with varying interests. It turns out that social media is actually just a huge set of walled-gardens. It is important for marketers to keep this in mind. Next time we casually throw out “leveraging social media”, we need to challenge and be challenged on understanding not only the functions of social media sites to distribute information, but the role it plays in users lives as well. Kids don’t want to be friends with brands on Facebook, and branded content on YouTube doesn’t just “go viral” because it is on there….not that I was born understanding this either, but after several years of working with Youth brands in the digital space, it is all becoming a bit clearer.

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