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.

Using one of its most unique approaches to date, 1-800-Flowers is setting its sights on “influencers” - mommy bloggers that is - to encourage participation and spur sales during this Mother’s Day. The outreach program which started this month is targeting approximately 24 “mommy bloggers” who according to a recent Brandweek article will fill eight archetypes of motherhood. Chosen bloggers will receive a bouquet of flowers and a discount code to share with their readers. Additionally, the company will recognize select bloggers through its own blog with “floral lifestyle expert” Julie Mulligan across various categories (Do-It-Yourself Mom, On-The-Go Mom, Pet-Lover Mom, etc.). The lucky few selected will also attend a cocktail party in their honor with 1-800-Flowers CEO John McCann and will be encouraged to write posts about the recognition. To launch the program, 1-800-Flowers will support the effort across other social media and interactive outlets including facebook, their twitter account and a dedicated microsite (www.spotamom.com).  Visitors are also being encouraged to submit their own nominations for mothers that deserve some recognition at www.spotlightamom.com. While the campaign does not include social media advertising the program will lead up to an extensive campaign that will include TV, print and online starting April 20th. Ads will feature CEO Jim McCann giving flowers to moms in various everyday locations.

For those of you looking to close the loop and measure the effectiveness of your social media efforts, 1-800-Flowers has done a lot right here. First, the use of unique discount codes will allow them to track redemptions. Additionally, traffic to their microsites www.spotamom.com, along with submitted entries to www.spotlightamom.com, will be a great barometer of the program’s success.

So the question of the week is…Is 1-800-Flowers crossing the line? The difference may be in the details -- i.e. disclosure. However, is giving gifts and schmoozing with mommy bloggers to influence blog editorial pushing the boundaries? Or just great relationship building? Are bloggers like trusted reporters or not? And should they be held to a similar standard? Are we in danger of damaging “trust” in social media outlets? Clever or careless? We’d love to hear your thoughts. In the meantime, we are happy to see the Blog council has a free Disclosure best practices toolkit – you can download it here. Trust is a terrible thing to waste, so think it through and cover your bases before launching a similar effort.

‘Til next time.

It has been interesting sifting through the reactions to our recently released Gen Y research. One of the most interesting was a blog by econsultancy.com. The blog concluded that Gen Y tend to see “brand interactions on social networks as being primarily informational and transactional, not social” given their overwhelming interest to visit fan pages for news updates and promotions.

This raises an interesting question: Are we, as marketers, guilty of applying traditional approaches i.e. “push” marketing tactics (informational/transactional) to a medium that requires a different approach? Take a look at fan pages from some of today’s leading brands and I think you’ll agree that just may be the case. If brands do indeed want their fan page to be the kind of destination where visitors can truly interact and participate with their brand, they need to re-think their approach. That will require going beyond promotions, videos and photos and adding more robust functionality that helps facilitate conversations through the exchange of ideas and opinions. For many marketers, embracing social media in this way has been difficult. The thought of engaging customers in a conversation often sends the most experienced marketer into a cold sweat. However, with the recent facebook fan page redesign, it may just be the perfect time. Think about leveraging the medium to not only deliver your message, but converse with your biggest fans. When you do that, you’ll be well on your way to creating real brand fanatics. If you’ve come across a brand’s fan page that seems to be getting it right, I’d love to hear about it.