A recent University of South Florida study determined that millennials are not “friending” or “tweeting” about companies and brands like marketers thought they were. This is going to sound strange coming from marketers, but we’re not surprised.
More and more, people are using social media to promote their products or services. Think about it: Do you use Twitter to post about your business or area of expertise? Does your business have a Facebook page – or do you wish it did?
But let’s face it, college kids don’t interact with social media this way. Their lives involve sleeping, going to class, and having fun. And they like social networks because they help them with the ladder.
So naturally “interacting” with brands is a big part of that, right? Wrong. Do you yearn to spend your free time that way? Sure, some people do, but not most. We have lives full of things to do and people to see.
The point is that “social media” has its applications, but it’s not the Holy Grail of marketing. It’s a tool you can use in your marketing program, which must be based first and foremost on identifying your target market and reaching out to them.
Thanks to Megan Hendricks for bringing this article to our attention.