Oasis covers the Boomer Generation classic: The Who’s My Generation

The next generation of PR and marketing: Natan, Jennifer, Aditi, Zontee

Go into any agency or corporate marketing or PR department, and you will see the balance of power shifting. The New York Times still matters, but more and more, Generation Y is using social media to reshape how we do our jobs.

As I have posted before, this generation consumes information differently. It’s more apt to rely on its network of friends than traditional news sources, prefers Facebook to Twitter, assumes everything it sees is marketing and views social media as a personal expression of themselves.

In short, they use social media very differently from the way Baby Boomers and Generation X do.

And even more importantly, in fewer than 10 years, this generation numbering 92 million will become the largest generation in the U.S. workforce. [source: Aon Consulting]

Exploring social media along the generational divide is the focus of one of the sessions at the upcoming PR Camp New York. Four very junior PR and marketing professionals and students will pair off with seasoned counterparts to discuss how they are using social media and what the different generations can learn from each other.

The goal is to use these generational differences to improve communications and performance in the workplace.

Looking for insights into the mind of Generation Y, I asked the four young professionals who are serving as co-moderators to share their perspective on social media.

- Natan Edelsburg is currently majoring in Media, Culture and Communication at NYU and wants to pursue a career in digital marketing.

- Aditi Mehta is a recent college graduate and currently works as an account executive in the client services department for a digital marketing agency called Epsilon.

- Jennifer Kohanim currently works at Fleishman-Hillard, specifically in the digital practice group–working with clients including AT&T and Tommy Hilfiger.

- Zontee Hou is the marketing content editor for Lion Brand Yarn Company.

How do Gen Yers approach social media differently than Boomers and Gen Xers?

The Generation Y anthem: Now Generation by the Black Eyed Peas

Natan Edelsburg: We’re the Now Generation, to quote the Black Eyed Peas. What rock n’ roll was for the Boomers and Gen Xers, social media is for us.

The main difference is that when something new comes out, we like to dive right into it. We want to be part of the new trend, we want to manipulate and mold the new trend, and we want to help develop the newest and coolest forms of media/communication…Boomers and Gen Xers tend to be scared or skeptical about social media.

Jennifer Kohanim: I say I approach social media with far less anxiety than a Boomer and a Gen Xer. In other words, I’m fairly confident that I can figure out the technology…I wonder if Boomers and Gen Xers approach social media with the same confidence and assurance.

Aditi Mehta: People from my generation use social media for all sorts of reasons…Social media sites allow us to constantly be connected to each other on an interactive level, and they serve as entertaining alternatives to boredom, free time and procrastination. I have noticed that Gen Xers and Boomers mainly use social media to network with known colleagues, friends and family, or for professional advancement and networking.

Zontee Hou: I think that Gen Y comes to the table with an attitude that their lives are public to a large extent. Having grown up with reality TV and a tabloid culture on steroids, Gen Yers believe that transparency is key not only to the way they live, but also the way the brands with which they interact present brand image. Authenticity is key.

What Can Gen Yers Learn from Boomers and Gen Xers and vice versa?

Natan: “Instead of being skeptical about new media and avoiding it they need to test/experience it the same way we do. They also need to recognize that our generation communicates differently. We grew up on AIM and texting and then Facebook. We’re used to collaboration and mixing work and play and we need to know that our employers understand that.”

Jennifer: “Gen Yers can learn from the vast historical perspective their older colleagues have. An older colleague can very easily understand the natural cycles of the economy or of a particular company because of their historical perspective, while a younger colleague may only be judging a circumstance in the moment. On the flip side, it seems that younger colleagues often bring a fresh look to the business picture–younger people question more and ask the why’s that make their older colleagues really consider!”

Aditi: “Gen Yers should learn to take advantage of the career advancing and networking aspects of social media sites in the same way as Gen Xers and Boomers. By communicating with Gen Yers, Gen Xers and Boomers can learn how to best market to and reach out to users of social media sites without seeming spammy or cheesy.

“I think the most important thing we can learn from them is that we often need to slow down…We need to remember how patient they were in proving themselves and achieving their success, instead of trying to do everything at once all the time, the way our media habits tend to be.”

Zontee: “I think that Gen Yers can learn to take a worldlier view. This is a generation that has come to the table wanting instant gratification, thinking they know everything. Gen Xers & Boomers offer a broader world view, a sense that some things take time, and a less “disposable” approach to goods and services.

“Gen Xers & Boomers, I believe can learn a great deal about displaying a public passion for those things they care about and how that can effect others; from politics to popular products and games Gen Yers make their voices heard and they want to influence others in a real and tangible way.”

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This is a sampling of what will be discussed at PR Camp New York. And don’t forget the Boomers and Gen Xers need to weigh in. Share your thoughts on the PR Camp Facebook page.

Let me get back to you.

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Steve Rubel and Brian Solis (CC) Brian Solis. www.briansolis.com

Brian Solis and Steve Rubel represent two very different approaches to blogging.  Most bloggers in social media know them. According to eCairn, they along with Jeremiah Owyang, Chris Brogan, and Dave Darmano have a 3 percent share of the social marketing community voice.

In many ways they are quite similar. Both are early adapters, both are innovators, and both understand promotion. But where Brian is master of  the long form, Steve recently dropped his top rated  Micro Persuasion blog for the Steve Rubel Lifestream, “with more bits and fewer posts.” Steve now posts a few times a day. Brian generally posts a few times a week. Brian’s recent post in response to Claire Cain Miller’s New York Times article Spinning the Web: P.R. in Silicon Valley reflects his style.

In announcing last month to “direct all of my online publishing energies to one hub, The Steve Rubel Lifestream,” Steve took a gamble.  Now Steve is essentially his own online news feed of daily links, insights, photos, videos and more on emerging technology. (I should add that Brian is now using Posterous, the same platform driving Steve’s Lifestream.)

So where does that leave us social media bloggers? Steve’s success was one reason I started blogging. At the time, I had misgivings about blogging and was reluctant to abandon time tested opeds and articles. But now I am comfortable with the traditional blog format and am reluctant to abandon it.  Of course calling blogging traditional is kind of funny given that it is still a relatively new phenomenon.

In my opinion, in the age of Twitter with its 140 character limits, the best way to blog comes down to how you process information. Do you like in-depth analysis or bursts of information?  Do you want a soundbite or a speech? Do you want to have the details to draw your own conclusions or do you want conclusions drawn for you?  

In truth, a lifestream is very bloglike, but it does challenge the orthodoxy that governs many traditional blogs. Rubel believes “the approach is different…People don’t have time to read as much as they used to. There’s too much competing for our attention…Blogging began to feel too slow and methodical.”

Brian may beg to differ.  And BTW, the changing role that blogs are playing is not lost on Brian. In a March Techcrunch piece, Are Blogs Losing Their Authority To The Statusphere? that has generated 215 comments, he wrote: “While blogs are increasing in quantity, their authority–as currently measured by Technorati–is collectively losing influence.” 

The answer is bloggers have many ways to deliver information.  

In the end, the two forms will mutate into something entirely different, but for the time being, they provide very different models to manage information and opinions. Perhaps the model is Jeremiah who when I posted had 48,089 followers, a rather incredible 16,073 updates as well as several lengthy posts several times a week.

But make no mistake about it, whatever form blogging takes, it will remain incredibly labor intensive.

Let me get back to you.

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