The Changing Face of Youth Communications

Here’s something interesting. At NI Week in Austin this week, the keynote address was about new ways National Instruments is working on to interact with the college graduates, the kids who are the future generation of decision makers in technology and manufacturing companies. Here’s the problem for marketers — a lot of new college grads don’t use e-mail anymore. Virtually everything they do is internal Facebook or MySpace messaging.

For marketers, that means most of your communications will now be 1:1 (which is a good thing). But it’s going to be a challenge to find the kids that are going into the technical jobs. They’re not really looking to interact with corporations during their Facebook/MySpace time — that’s when they chat with friends.

So now what? How can boring old corporations find a way to have fun and attract the right attention using the new Web 2.0 technologies?


  1. juliann says:


    Great observation and this is something I can relate to as well having young twenty-somethings. I wanted to chime in on something that goes hand in hand with your examples of messaging – the expansive use of TEXT’ing everyone vs. picking up the phone. The phone is almost like a virus to some in this age group – the thought of having a conversation vs. exchanging an electronic conversation is so old style and foreign.

    We envision that mobile messaging will quickly become incorporated in marketing programs and campaigns. It’s already being effectively used for attendees at a large events or trade shows – for issuing agenda changes, daily updates, or even tickets to evening events.

    Anyone out there using innovative approaches to any of this messaging mentioned in Shari’s article or this comment?

  2. Very good post I like your blog carry on the great articles

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