Understanding youth attitudes to social media, Young people now have mixed feelings about social media, so brands must proceed with caution, advises Sophie Maunder-Allan, group strategy officer at VCCP. | Marketing Magazine
|Scooped by Joachim Scholz, PhD|
Insight by Kathryn Moore:
This is a cautionary tale for all marketers.
Brands are successful insofar as they create a positive brand experience for their customers. The brand experience, either positive or negative, is the result of the cumulative customer experience over multiple points of contact with the brand. Communicating brand messages via social media is common practice for marketers wishing to engage with this youthful demographic. However, current research suggests that we may not truly understand how our digital natives really feel about social media; and, it is time to debunk the myth.
It is a commonly held belief that our adolescents are,“…antisocial cyberbullies who lock themselves in their bedrooms, becoming pale, spotty and incompetent in rare face-to-face social situations”. The current research suggests that this assessment couldn’t be further from the truth. Rather, it appears that our youth feel anxious, stressed and trapped by social media. As our digital natives, they are at the leading edge of technology adoption and receive little guidance about how and when to use these technologies, or, as the author asserts, “They are being left, literally, to their own devices – often a multitude of them.” The message for marketers is that continued bombardment of brand messages on social media may make this demographic react negatively to the brand. Our youth, it appears, actually value real brand connections and experiences.
The more things change, the more they stay the same; it would appear that our young people are as misunderstood as previous generations. For marketers, this message serves as a cautionary tale - communicating brand messages through social media to our digital natives could end up doing more harm than good.