When it comes to social media, there’s no better group to have in your corner than Millennials. This group represents a large chunk of social media usage, and they’re very active on the Internet. There’s a delicate balance when it comes to courting them, though. For example, 57 percent of this demographic reportedly follow brands on social media so that they can stay abreast of sales, contests and sweepstakes. They’re also the quickest to turn on brands (i.e., unfollow them) if they post too much.
Below are three ways to find middle ground with the most adept of all age groups at making your social media operation a successful one.
1. Hone in on Smartphones
iPhone. Android. Blackberry. It’s no surprise that Millennials are glued to their mobile devices, so it shouldn’t come as much of a shock that they’re most receptive to campaigns that come directly to them. You can go about improving your mobile game plan in several ways. Simply, you could optimize your weekly or monthly e-mails so that they’re mobile-ready. This way, Millennials won’t simply toss them in the trash when they see that they’re not compatible with their phone’s operating system.
There are more in-depth ways of approaching this, too. For example, with the right development staff, you could create a mobile app tied to your brand. No matter what road you take, it’ll improve your outlook with the 18-34 set if they have access to your information at their fingertips at all times.
2. Post Smart and Post Sparingly
Many Millennials are still trudging through a slow economy. They are very likely to move back home after graduating college since salaries are low and entry-level jobs are often hard to acquire. These images make it clear why Millennials are so enamored with brands that offer contests, discounts and freebies to their social media followers.
In fact, a survey revealed that 57 percent of this demographic follow the brands that they follow because it provides them up-to-date access to “competitions and free stuff.” Let’s say, then, that you are in charge of social media marketing for a yogurt brand. While older Facebook users might appreciate an article that will help them learn about probiotics, those from Generation Y would rather receive a discount coupon to try the probiotics out themselves.
As you fold promotional posts into your social media plan, it’s also important to note that Millennials don’t want to be inundated with your posts, either. As mentioned above, they have no problem deleting social media friends who post too often. Since there’s no steadfast rule about how little or how much to share, err on the side of fewer posts, as opposed to frequent ones.
3. Bring Your Audience on Stage
One of the best ways to make sure that your social media plan is Millennial-friendly? Ask the Millennials on your staff how they really feel about your campaign — or, better yet, leave some or all of the decisions up to employees who are of this age. It’s always helpful to have a fresh set of eyes on a project in order to point out any holes and make new suggestions. Millennials may be able to provide the best suggestions of all, since they are making calls based on what they know to be true about the people they know best.
Millennials may seem complex, but their social media preferences are simple: They want it on their phones, they want it to be simple, and they want it to come with perks. If your plan fits these criteria — and, as an added bonus, is created in some part by Millennials themselves — you’ll have a #winning campaign on your hands.