Generation Y and the Importance of Integrated Media

It is important to understand that the “how” of people making purchasing decisions is changing. Consumers use personal electronic devices to scan bar codes, check reviews, ask for advice, pay their tabs and organize their lives.

The children of baby boomers, known as Generation Y or millenials, are the largest consumer generation. Many millenials trust the opinions of strangers over friends, which means social media may not always be the best way to reach them. Instead, they prefer to look towards blogs, websites, and apps where experts share tips. When making purchasing decisions, millenials especially tend to consult a variety of avenues from Amazon to Yelp to YouTube. This means companies need to create engaging content for clients to consume and share. Social media has accelerated the ability to make these connections; it allows marketers to link up with people instantaneously, less formally. It’s so much easier than before to find communities of like-minded people.

The reduced separation allows people to connect with and talk about businesses and brands 24/7. It is important to define what your business and brand stands for. Be memorable and real. Don’t just share content, but also communicate and connect.

Because millenials trust the opinions of strangers on websites, companies need to make sure their customers are voicing their opinions—and that you’re asking them for feedback. Companies should encourage patrons to leave reviews, post photos, or leave check-ins. Encouraging your clientele to do these things is not a one-sided effort; people who leave these reviews about your product or service want to be heard. Be sure to respond to positive reviews and to diligently address negative complaints.

Different social media platforms cater to varied audiences. People visit Pinterest to find tips and tricks while Twitter audiences tend to lean more tech-savvy. Twitter is one of the fastest-growing social networks; people follow you and you follow them. People can see your “tweet” instantly on their phones and computers, and the act of “retweeting” can usher your message toward continued travels. Use social graphs to map people’s connections to see where they communicate and share information.

Keep in mind that millenials are a mobile generation. Essentially, social media comes down to people wanting to express themselves. They want to be heard and are eager to learn from others. They seek vetted information. Be true to that purpose as you engage with your fan base. They will call you out, in stereo and in public, if you fail to respect the weight of that responsibility. Do not fail them.