For almost a year now, readers have frequented this blog to learn about PR and social media best practices from Miamore Communications and its founder Carrie Soucy. Being a new team member at Miamore, I read through the blog posts and found myself hard pressed to discover a topic that wasn't already covered, or a new perspective to add to an already dynamic conversation. Honestly, in my frustration, I became distracted and wandered off to those very tools we’ve discuss here: Facebook and Twitter. That's when it hit me: I may be relatively new to PR and Miamore, but I’m a consumer who KNOWS Facebook and Twitter. Carrie regularly bridges the gap between you (the business owner) and me (the consumer/"social media shark"). So what better way to start my new relationship with Miamore Communications and you readers than by laying out my fundamental insight and perspective.
Me, I represent the 20-somethings out there; The Gen Y group. What may surprise you: my priorities are less phones, mp3's, and liquor; than apparel, accessories, vacations and items that have more than a simple monetary value. The basis of my Facebook/Twitter/social media usage? To be more "in touch" with those I may or may not see frequently, and to solidify relationships… be they with actual friends, or with brands I patronize.
Everyone has a website these days. And any business at all savvy has a Facebook. Many businesses have that presence to reach me (or, rather, those in my demographic). Yet, despite their presence, they continue to struggle to figure out how to connect with me and my peers. So, what is the magic formula? Not really magic… First, we need to feel some sense of exclusivity; otherwise its not worth the clutter on my page. With the same fervor I check my phone for tagged photos of my weekend with friends, I should be running to your page for advance material (i.e. pics of new merchandise, release/event dates, contests /promotions etc.) that hasn't yet hit your website. Or better still, exclusive promotions to those who “fan” your page… those loyal customers such as myself.
I can't tell you how many tickets I've won, or chance meetings I've had with some of my favorite celebrities all afforded me by simply following a Facebook or Twitter feed. And, in each instance, it has made me a more die-hard fan.
The point: this may be a digital age, but people never lose that primal need for a sense of belonging. So, to businesses out there: if I can offer one fundamental insight into reaching Gen Y… it is this: capitalize on that need and make me (or “us”) feel a part of the team. YOUR team. The more genuine you make this feel, the more I'll fall in love with your brand. In sum: think of social media as the key to my heart… and the hearts of everyone in my generation… a generation that holds the future of your brand in its hands.
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