Social media from millennials' perspectives

Millennials are a demographic that many marketers strive to understand.

They are affecting strategic marketing decisions from the layout and design of office spaces to the ways in which content is received and shared.

Because the digital universe has been around most of their lives, millennials have a hard time remembering what life was like without search engines, social networks and streaming entertainment.

They are the ultimate multitaskers—they can walk, talk and scroll at the same time. When you’re marketing to these budding professionals, remember that many absorb information differently and digital adoption and use rates will vary widely.

We gathered insights from two of our interns about the role that social media plays in their daily lives—and how it relates to brands. Here’s what we found out:

Social media presence

Millennials think it is important for brand managers to post regularly on social media channels and develop strong, consistent messaging across all of their platforms.

Brand managers who have presences on new and emerging social networks—and use them effectively—will show millennials they are relevant and will demonstrate an understanding of this audience.

This generation remains engaged when provided with original, authentic content and a consistent voice through all messaging and social media channels.

Culture

A brand’s culture should be apparent in all messaging and posts. Millennials are attracted to a sense of community, and they long for a sense of belonging, especially when it comes to the brands they admire.

Millennials want to connect on an authentic level. As a brand manager, you must illustrate your organization’s culture on social media. Pictures, blogs, videos and testimonials are excellent ways to demonstrate what your brand stands for and how each member of your team serves as an ambassador for your mission and purpose.

Reveal touches of personality and transparency to catch millennials’ attention.

Influence

Millennials want to see how brand managers can influence the world around them. Media coverage, testimonials, expert opinions and awards give brands the reputation and credibility that millennials seek.

WHITE PAPER: How to communicate with a millennial workforce.

There are endless ways to position a brand as credible, including trying new things, making a difference in the community, sharing wisdom, educating others, being transparent and getting involved in conversations about popular trends.

Offer a voice that millennials want to hear

Produce high-quality content that this market can learn from, while staying true to your voice. Millennials turn to social media for news and entertainment and to communicate. Relevant, timely content will engage them and increase your call-to-action potential.

The best compliment from millennials is their sharing content or providing feedback, because that takes time away from their busy lives.

Once they believe in your voice, they will trust you, engage with you and serve as your ambassador.

Markstein is an Alabama-based strategic communications agency. Cameron Gonzalez and Margie Terp were Markstein’s 2016 spring semester interns. A version of this article first appeared on the agency’s blog.

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