“For personal communication, they (Digital Natives) rely on the “wall” in Facebook or send messages within their relatively closed communities of friends. They have a lot to say about what and who they are, but they shut out the outside world and take refuge in an inner sanctum of like-minded young people — some friends, some strangers — who share their passions and interests.
To reach Digital Natives, you have to understand the community and respect it. You need to participate, but in an authentic way.”
Courtesy of MediaPost’s Email Insider today.
Reading/Researching today reminded me just how personal, one-on-one communication is evolving into (it is now, but not as encompassing) — and really should be.
There will always be the mass media of newspapers, TV, radio, etc. — but they continue to be a smaller portion of our communications and marketing outreach. Social media marketing is social. Human. Personal. We as professional communications need to get back to “interpersonal communications” (a big buzz phrase on resumes post college grad, early in my career).
It’s not so much about marketing, but about sharing and providing information and access — in the way recipients want to receive it — and allowing them the opportunity to spread the word, or provide feedback (i.e., product research, trials).
Being naturally nosey and curious, combined with my early journalist education and work, personal, one-on-one communication — and getting to know people — excites me. I love learning, and meeting new people. And, if an employer or client pays me to reach out to people — even if only on an acquaintance level — that’s great.
But, it’ll still be sincere, transparent, honest.
The downside for professional communicators is the time required to research, explore and develop these relationships or connections. It’ll take time. And, we still need to balance the needs of the business, of our work and, most importantly, of our life.
That leads me to believe that social media marketing is definitely a growth employment field.
So, all you social science majors out there and those interested in a true “public relations” career, as the song goes, ya gotta wear shades.
– Mike
