Most of us are used to selecting the radio or TV station we prefer to receive our news or entertainment through while dabbling in or surfing others. Generally, we return most frequently to the channel that presents the information the way we like best to hear it.
Today a myriad of available channels makes selecting the right mix for an advertiser an art. While you might find yourself trying to redirect people to the channels where you play your message, the key to getting your message heard is being willing to play/place it where the ears and eyes of your customers migrate, even if you don’t like that channel, or understand why they go there.
For example, if your customers really like country music and listen to country music 24/7, but you play your message on a classical music channel, your customers will never hear your message. Even if it’s a really good message and they would love what you have to say, you’re not playing your message on the channel they regularly listen to. Empirically, one form of music is not superior or inferior; however, each of us has our preferences. When you seek to attract, grow, and retain clients and employees, you have to learn what channels they listen to and trust.
Social media is similar. People are finding their channel of comfort. For some it’s Facebook, with the chatting and informal nature, like having a conversation in your living room. Facebook dialogues can, and often do, slip into business, but most frequently, you are chatting (as you might over beverages) with friends about their lives, experiences, and dreams.
For others, it’s Twitter with the rapid short updates, bursts of information, and quick trends that reflect the hot topics of the moment. Topics swell and crest, then ebb away, but if you missed the wave, you can always search it out later with the right hashtag (#).
YouTube is for the visually compelled. The number two search engine after Google, YouTube has found a home in the hearts of Millennials and others alike. Need to see a baby laugh, a dog skateboarding, or a kitten playing with a dolphin to brighten your day? It’s a mere click away. Want to find out some information on a random topic? YouTube’s got you covered.
Learning to appropriately harness the power of social media and use it to your advantage is key to any business’ success. Need some help dipping your toe into that pool? Just recruit a Millennial. As the first generation of digital natives, they’ve been swimming in it since they were born.