By Allie Carrick, Smirk New Media Strategist
The millennial generation is defined by technology. As a member of this generation, I think of Gen Y as the paperless generation. Emails and texts expedite communication and replace traditional mail. To connect with the millennial consumer emphasize quality communication. Sources like the Connected World Technology report offer some insight into Gen Y’s technology habits. In a survey of 2,800 college students and young professionals, one out of three believed the Internet is as important as air, water, food, and shelter. Two-thirds of those surveyed list a mobile device as the most important technology in their lives. Only four percent said the newspaper was the most important tool for accessing information. Ninety percent said the Internet was the most important way to access information. Nine out of ten in this survey had a Facebook account.
Gen Y Calls the Shots
What does this information tell us? Snail mail will not connect with the core consumer in this generation. Not being represented on sites like Facebook, Google+ and Twitter is not an option for any organization looking to grow and be successful in this consumer base. Possess a website that is mobile friendly. These customers want options to connect with you. They communicate on the go and often don’t prefer person-to-person contact. Twitter pages are a great way to offer quick customer support. Set up adequate monitors for these pages so questions don’t go unanswered for long periods of time.
Nearly half of the world’s population (almost three billion people) is under age 25. This generation is coming into the market and changing the face of the consumerism. This user base is changing the rules on acceptable customer service. Quick, informal online options are mandatory. Be on your game with this generation. This consumer isn’t afraid to detail a company’s mistakes to friends and followers on their various social media accounts. Gen Y will hold you accountable for your online actions. With these dangers, organizations must protect themselves from trouble. Track and record significant online interactions. Expect to use social media to communicate with Gen Y using authentic, informal, truthful and open communication.
The Social Endgame
Gen Y has a short attention span. You may get one opportunity to reach them on a social media site and you should make the most of it. Be actively promoting yourself on Facebook and Twitter. Keep your communications interesting and sound like a real person. Robotic posts=uninspired. Get a fresh take on your social media strategy from some impartial Gen Y young adults. Use your social media to provide exclusives. You want to build a network, not just catch their attention. Save certain extras only for your social media pages and not your website. This move will drive traffic to your pages and incite people to follow your organization. Provide promotions on your social media pages. Also, create a space where consumers are encouraged to share. Ask open-ended questions in status updates that encourage comments. Your social endgame should be a long-term interaction with your consumer. This relationship must be mutually beneficial to be maintained.