If your association or agency is looking to reach younger audiences, it’s essential to tailor communication techniques to reach them. With the ubiquitous nature of social media (63% of millennials stay updated on brands through social networks) and an ever-increasing penchant to consume information from digital platforms, the government and associations alike must mold their communication to satisfy peoples’ preferences for these outlets.
Traditional outreach tactics such as direct mail and print articles – while still relevant for some – have made way for methods such as mobile-friendly social media soundbites and blogging, which resonate especially with younger populations. According to this recent study from eMarketer, “millennials have the highest social networking penetration of any generation, and the highest Facebook and Twitter use rates to match.”
Whether you’re recruiting new association members or looking to share details about a new government program with citizens, it’s vital that you meet folks where they already are — online and mobile — to deliver a clear, digestible message.
We’ve seen the positive effects of such digital outreach to communicate a variety of topics, from youth entrepreneurship to loan programs. Take our work with the U.S. Small Business Administration (SBA), for example. We conducted audience research to help shape our outreach strategy that incorporated those digital avenues by which people – younger generations included – consume information: Facebook, Twitter, online forums, blogs, videos, etc.
We’ve developed and deployed more than a dozen social media campaigns; researched and written hundreds of blog posts; scripted and produced numerous videos; and the list goes on. And we’re happy to report that those efforts have resonated with audiences, as evidenced by our success metrics:
- 1,967% increase in Facebook fans
- 378% increase in Twitter followers
- 45% average increase in targeted content page views
- 320% average increase in online conversations
- 63% average increase in retweets
- 25% average increase in e-newsletter opens
As you develop your outreach strategy for younger folks, consider these various platforms and avenues they prefer so you can tailor your communication for the best results in reaching – and engaging – your audience. Digital and mobile consumption are here to stay and on the rise, so plan accordingly (and let us know if we can help).
Photo courtesy Flickr user Robert S. Donovan