e-Tips

Since interest in social media as a key marketing strategy shows no signs of waning, I thought I’d share responses I prepared when I served as a panelist on “social media and the generations,” one of the topics for Social Media Week.

How can communicators effectively reach audiences of different ages through social media and other platforms?

• Target messages to different segments – not just chronological age (generation) segments. Depending on the purpose and nature of the message, consider: personal behavior style, life cycle age, career age (tenure in a particular career), learning style preferences and industry demographics.
• Gen Ys and young Gen Xers like humor, irony and lots of images.
• Boomers and Traditionalists may have less tolerance for certain kinds of humor and for violence.
• Remember shorter attention spans and impatience of Gen Y as well as the value of personal time to them.

What are the biggest mistakes communicators make when trying to reach multi-generational audiences through social media?

• Not challenging assumptions about who uses social media and who doesn’t and how.
• Using only one message and one format – offer messages in a choice of media; video is becoming dominant.
• Not varying the degree of directness of the sell – older generations, especially, need to develop a relationship before being open to a pitch.
• Not considering the image of celebrities and spokespeople used so that the audience relates (young, old, thin, athletic, etc.).
• Not focusing on engagement: Gen Y, especially, expects free samples before buying and free information, games and contests.

What are the best tips for reaching a multi-generational audience online?

• Know your audience.
• Have variations in format and language if possible.
• Build in ways to engage, (contests, quizzes), provide free information to build a relationship, credibility and trust.
• Remember diversity of learning styles crosses generations, as does personal style. Incorporate some of each in each message.

Do Baby Boomers use social media differently than other generations? Yes and no.

• They retain more separation of professional and personal information.
• They have more privacy concern than the younger generations.
• As much time as many Boomers spend on social media, they are not as continuously on it as the younger generations.
• They may have different definitions of what’s news (Gen Ys think whatever they do is news and worthy of an update to their world).
• Gen Yers use social media for invitations, Foursquare (checking in at venues, meeting up and getting recognition for use). All generations use Eventbrite.
• Younger generations feel more comfortable selling on social media.

How do different generations use social media? What do they share with their work/personal contacts?

• We need to remember that social media is more than Facebook and Twitter: It’s also LinkedIn, YouTube, Pinterest, Google+, Foursquare, Tumblr, Instagram, blogs, podcasts, Evoca and many more all the time – and many platforms integrate/share with each other.
• Mindset – They share info and free advice to get followers.
• Gen Yers are eager to connect with Baby Boomers for business contacts. (I get lots of Linkedin invitations from Gen Yers, including students after networking events.)
• Gen Y shares everything. They tend to blur the personal and professional.

What about video and YouTube uses of social media by the generations?

• YouTube is the 2^nd highest social media platform in traffic.
• Most videos are short (2-5 minutes, up to 10 minutes) for inspiration and product pitches.
• Exceptions, e.g., TED talks have high traffic and are often up to 60 minutes.
• We are seeing a lot of nostalgia/retro themes – e.g., Super Bowl and other ads on TV and social media. For Boomers, it’s nostalgia and familiarity; for Gen Yers, it’s camp.

What is the biggest surprise about Baby Boomers and Social Media and the biggest surprise about the Millennial generation and social media?

• Boomers glommed onto Linkedin and Twitter for business quickly and became the fastest growing generation segment on those platforms.
• Gen Yers aren’t all on Twitter. Some are even leaving Facebook for Tumblr, Instagram, Pinterest and other newer platforms – and, of course, YouTube.

What would you add to these responses? Are you observing changes in the way different generations use social media? Please share your observations and thoughts at pwhaserot@pdcounsel.com or the Cross-Generational Conversation group on LinkedIn.

Phyllis

© Phyllis Weiss Haserot, 2013. All rights reserved.

* The generational chronology for easy reference: Generations are defined by the similar formative influences – social, cultural, political, economic – that existed as the individuals of particular birth cohorts were growing up. Given that premise, the age breakdowns for each of the four generations currently in the workplace are approximately:

Traditionalists:                          born 1925-1942   

Baby Boomers                            born 1943-1962

Generation X                              born 1963-1978

Generation Y/Millennials            born 1979-1998   

For coaching, training and special programs on inter-generational challenges for and among 4 generations in the workplace, attracting and retaining clients and employees of different generations, and maximizing the potential of young professionals and work teams, call or email Phyllis for an exploratory talk or complimentary coaching session at 212-593-1549 or pwhaserot@pdcounsel.com. .

Phyllis is available to speak at your organization or at firm retreats on inter-generational relations and organizational effectiveness topics. Call or e-mail for a list of topics or to custom-tailor your own. 

Learn about our *Generational Wisdom for Mentors and Mentees* programs as well as multi-generational team facilitation. Call 212-593-1549 or e-mail pwhaserot@pdcounsel.com.