Recently I read quite a few posts identifying the differences between gen Y and gen X. I agree that there are some real differences between generations as such, even though I believe that it is not right assumption to target them as two completely different consumers’ groups, especially to do that on Social Media Properties. Why?
In my opinion these 2 generations are not that different and actually have quite a lot in common. So called “Digital natives”, “Millennials”, “Generation Y” represents tech-savvy, success driven, self-confident, independent but community-minded people, who according to Tapscott are quicker and more tolerant of diversity than their predecessors. Even though, they are not the only ones who understand the technology adapt well to the new mediums. Some of the “Digital immigrants” arguably might have even bigger influence on the on going changes in the market as they are aware about the changing situation and they have the power, knowledge and resources to influence this phenomenon.
That’s where the term of “Social Media Citizens” comes in. It defines people united by the inspiration for sharing and engagement, for which the age difference is just another opportunity to learn from each other, not in fact to behave in some different way.
These eight norms identified by Tapscott just confirm my assumptions as most of the points are clearly relevant for Social Media Citizens from both generations:
- They value freedom and choice in everything they do.
- They love to customise and personalise.
- They scrutinise everything.
- They demand integrity and openness, including when deciding what to buy and where to work.
- They want entertainment and play in their work and education, as well as their social life.
- They love to collaborate.
- They expect everything to happen fast.
- They expect constant innovation.
Therefore, when planning SMO strategy marketers should really consider this target group, who are very likely to be the “evengalists” of the brands and not blindly follow the assumptions supported just by the age difference.
