Gen Y is like Ohio in my mind…so how Gen Y goes, so does the rest of us…eventually that is. And if that is indeed the case, then Twitter has some work to do. A recent survey of Gen Y consumers found that only 22 percent are using Twitter. This study compares very closely with another recent survey by Pew which found about 19 percent usage among 18-24 year olds in Nov/Dec. Probably lower than you would have expected right? With this generation, Twitter faces a ‘glass half full’ scenario. When asked whether they maintain an active profile on a social network (i.e. facebook, MySpace or YouTube), an overwhelming 99 percent of Gen Y indicated they did. It’s clear that Gen Y has an appetite for social networking, but still hasn’t fully embraced micro-blogging. Could it be that between texting and social networking there is little need? Could it be that social networks are more interesting and engaging given the array of applications now in use? Maybe, but one thing is certain, if Twitter is to have any real staying power, then Gen Y needs to be convinced of its advantages over texting and leading social networks. Twitter obviously provides a richer experience by enabling users to click-through to interesting articles, websites, videos, etc. Gen Y also needs to realize that Twitter offers users the opportunity to connect with others they don’t know – including experts users normally would never have the opportunity to interact with.

Marketers also play a major role and responsibility in how this communication channel evolves. To do that, it is critical we don’t repeat the mistakes of the past. That is – don’t spam. Let’s learn from email’s spam crisis – respect the channel, be relevant, timely and funny. Find a voice that works for your brand and provide insight that your followers will benefit from and appreciate. In the end it is really about creating value and a positive experience for your followers. Finally, I encourage you to also watch your stats including follow/un-follow numbers and survey followers to understand their interests.

For more information on Gen Y and Twitter including who they follow, visit our website.