The point that I hope to get across to you is not be afraid to get your hands dirty, ruffle some feathers, and make the changes that you’re too afraid to make when it comes to implementing social media marketing. But to get there, I first need to touch on the millennial generation.
The millennial generation has been the focus of unfair and condescending remarks, predictions, and assumptions. I’m not about to get into detail in regards to those, but I would like to point out that those comments would be withheld and kept in your head if you truly understand where the future is heading. So, all this talk about not trusting the millennial generation. Matt Boor does a fabulous job depicting this feeling of not trusting in a comical piece featured on CNN.
As I said, I’m not here to hash out your thoughts about the millennial generation and how awful and lazy you may think they are. What I am going to point out, however, are the small little icons to the right of the boy in the comic. Yep, you see them. The Facebook, Instagram and Twitter icons. I want you to take a closer look at that comic. If your attention is drawn to the trophies and the tattoos and the word bubbles- then having fun watching your business crumble. But if you look at that comic and you focus on those little pictorial icons, then you are likely to see great business success in your future, because that means you notice the untapped potential of the millennial generation. Where one person sees this generation “always with the phone” as a lazy, uncaring and negative characteristic, a true marketing genius sees this as the opportunity to get a foothold in the marketing revolution that is already taking place.
And to those- congratulations. I applaud you for understanding our modern world and seeing technology, social media, and the experts at social media platforms (a.k.a the millennial generation) as an advantageous tool to be used in order to reach new levels of success. You can stop reading now. But as for the rest of you that don’t see that quite as clearly- the rest of todays writing is directed towards you.
The future of marketing is digital. It is on social media. It can be accessed at any time, in a plethora of ways and styles, on a magnitude of platforms and reaches. I had the wonderful opportunity of getting to hear from and speak with CNN’s VP of digital communications and he held a great discussion about the hardships of transferring your traditional roles and tasks into a social media marketing strategy.
He described his journey at CNN when they hadn’t yet had a digital marketing strategy and he, along with some others, had the opportunity to implement a digital marketing strategy for CNN. He mentioned how in doing so, a lot of people’s daily responsibilities and roles got shifted and changed. How different divisions of CNN were inexplicably in charge of certain social media platforms and one of their tasks was to bring all those platforms together and have them all controlled by one team for consistent and efficient utilization. By doing this, it caused a lot of anger and upset that these aspects of the job were being taken away from people, since they’d come to have an ownership effect over what they did everyday. But they had to realized that bringing all those platforms together and giving them up to a devoted team was for the greater good of the company and was a necessity if CNN ever wanted to successfully tap into the potential that is held within social media and digital marketing.
So my message to those that haven’t taken the plunge that CNN did long ago, is: it is time. Social media and digital marketing is not only the future, it is the now. And you can’t be concerned with the upset and ruffled feathers that will be messed up along the way of getting a digital marketing plan set and into action. It is okay to ruffle feathers. It is for the betterment of your company and those that don’t understand that shouldn’t be poising your company anyway. And most importantly, don’t be lazy! Here, it is the millennia’s turn to call YOU lazy. Most businesses that do not have a digital marketing footprint have not done so because of 1) lack of experience/knowledge and 2) anticipate too much rift and don’t want to deal with it. A.K.A, are lazy. They anticipate these ruffled feathers and therefore don’t feel like changing their traditional ways and taking the step necessary to implement a digital marketing strategy.
And to make this point come full circle, those lazy, world-destructing millennial that you all love to hate so much- might be your only saving grace to this successful marketing future. They could be your answer to that number one reason above, because of lack of experience/knowledge. The millennia’s are the guys that know these platforms and techniques of social media inside out. They were born and raised with it. So, like I said, it’s time to tap into their potential and use them for the skills that now come as second nature to them. Don’t hate them, join them. How amazing this potential opportunity is- two generations that despise each other, brought together by social media and digital marketing. Marketing’s very own Disney movie fairytale story- too bad I already titled another piece “Piece of the fairytale.”