I’m wrapping up my report on “How companies should organize for social media” in a few weeks, and collaborating on a report with Zach Hofer-Shall (a digital device aficionado) on a “Comprehensive community checklist” and am going to start work on a research report exploring the social behaviors of Generation X, and how brands are reaching them using social media. (see my body of research)
I’m probably the youngest of the Gen X generation (people define the age groups differently, but the behavioral traits and beliefs are perhaps the most telling) and we’ve a unique way of growing up with Transformers, GIJoe, My Little Pony, Reading Rainbow, Regan’s Just Say No, and of course Michael Jackson (when he was black). We also grew up with technology: Nintendo games and “↑ ↑ ↓ ↓ ↠→ ↠→ B A”, boomboxes, Sony Walkmen and of course MTV and VH1 –or, at least that’s all that comes to my mind during my growing up experience.
Fast forward to 2009, we’re establishing ourselves in the workplace, becoming the successful professionals as we enter the early or mid-career phase of our lives. Yet with maturity comes the big “R” of responsibility: family, kids, the access to disposable income. As this generation, my generation, moves into the prime light, brands are also recognizing the importance to reach us, so I’m seeking your help to submit information.
Seeking Case Studies of How Brands Reach Gen X Using Social Media
I’m seeking examples from brands or agencies that have case studies of how brands have reached Generation X (my Generation) by using social media. This doesn’t have to be a formal PDF, but it’s most helpful if you include URLs or screenshots, a problem definition, a goal, and then measurable quantitative results. I’m seeking these within the next two weeks so by June 15th will be the last day to email me at jowyang at forrester.com.
For Discussion: How Would Gen X Behave If We Grew Up With Social Media
Oh, and to kick off a conversation, how would Gen Xers behave if we had the internet when we grew up, rather than in just the last decade and half? From turntables, cable tv, to compact discs, we mainly grew up as consumers of technology and media –not creators. We grew up with technology as consumer products, yet in many cases, these devices were not connected, not networked, and not tied together through the internet or wireless technology (we were often ‘nodes’ not networked). Do you think Gen Xers would use it differently than Gen Y? Would we be as willing to share all parts of our personal and social lives as some of our younger counterparts? You can learn more about how different generations around the globe access social technologies using our social technographics profile tool, love to hear your thoughts.
Jeremiah – thanks for your posts and your thinking, both of which are greatly appreciated. You lead thinking in the social web; an area that I am involved with also, with my work in China.
Which brings me to my point – which is that a lot of commentary to do with the social web / “social media” / the web in general (oh my… everything in general) is dictated by a North American, (‘Western’), point of view. Which, in itself, is fine, but, if to be considered in any way, strategic thinking about the World Wide Web, is actually quite misleading.
Very little of the “social media” insights that are passed off by analysts and consultants visible in terms of public blogging/ intellectualism are actually relevant to the internet and consumer behaviour outside of the U.S. and Western Europe. This is going to prove tricky as China and developing parts of the world begin to lead in terms of net penetration and ‘social web’ usage (I’d say that China already does and would others who’ve spent time studying this market) and India will follow in the years to come…
That makes for a greater population – online – in China and India alone, than in the rest of the world combined – pretty much.
So… in short, if you want to stay relevant, move to India.
Ciao.
Doesn’t desire usually pave the way for change? The consumers of my Gen X generation (I was born in 1969) weren’t satisfied with technology as it was. We have been part of influencing how to improve it, refining it functions and feature sets to be more user-friendly. My highschool class ignored their reunion dates, but today we are all connecting like crazy on Facebook in a virtual reunion of sorts. My kids are only just beginning to discover the ability to connect across distances and over time, to kids they’ve grown up with. My generation and the one just after it has become the usability experts, the people who watched the Internet grow up and grabbed hold of it as we entered the workforce.
Love your site! I am an ardent follower. Some food for thought: I think it’s important to remember that people never change…technology does, but not people. We all, since the beginning of time, have three basic interactive needs: to learn, to create and to be accepted. I’m a baby boomer, my little brother is a Gen X and my kids are Gen Ys. We all use a lot of social media to get information, to post ideas and to stay in touch. A couple of decades ago it was snail mail and lost distance phone calls. The equipment and access has changed but not our necessity to think, create and communicate with others. If we remember those needs, and the media helps foster those needs, then the advances in technological media will be accepted. Also, don’t forget the business world– as Gen Xs flood the business world (and marketing world) they will be bringing new ideas on how to meet these three needs and the biggest benefit will be in customer service venues. If given the chance I’d ask them where do they see social media for business in the future.
Good luck with your research. I am anxious to read your findings.
Thanks for your insight.
i suggest you look up words like “veracity” before you try using them. Thanks.
So yes, we were consumers of technology, but we also were creating the first outlines of the platforms on which others are building now. I think Gen X'ers were just as much a creator of new media (be it music, art or otherwise)(let's not forget zines!) as most of our kids are now.
http://www.staffingpower.com/
So yes, we were consumers of technology, but we also were creating the first outlines of the platforms on which others are building now. I think Gen X'ers were just as much a creator of new media (be it music, art or otherwise)(let's not forget zines!) as most of our kids are now.
http://www.staffingpower.com/
So yes, we were consumers of technology, but we also were creating the first outlines of the platforms on which others are building now. I think Gen X'ers were just as much a creator of new media (be it music, art or otherwise)(let's not forget zines!) as most of our kids are now.
http://www.staffingpower.com/
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