Millennials are a new and different breed. Up to this point, we have been selling to them the same way we sold to their parents and grandparents. We overcrowd the area in which they live, and throw a whole bunch of advertisements in their face. Newspapers,Postcards,Tv, Radio, the highways they drive on (just to give a few examples). But Millennials don’t want to be sold to, they want to be engaged with.
Speaking from an organizational standpoint, a college education is one of the hardest things to sell on social media. Universities are essentially asking Millenials to be willing to commit to spending $30,000 in tuition annually for at least four years . We are talking about the generation that gets bored after trying something for a year. In 2016, Millennials were termed the “Job-Hopping Generation” by Gallup. If they can’t stay in a job for a year, why do we expect them to commit to a specific degree plan for four years?
What this means, is that we as institutions need to find ways to make them stay. We have to sell our University to the same students year after year, in hopes of having a high retention rate. One way we do this, is by building a community and brand that students identify with. This is why social media is so important. It has given us a tool to create a community.
Companies are going to find more success on social media through building a community rather than trying to sell a product. DBU’s social media strategy, really, is that we are having an honest and genuine conversation with our selves that Millennials can interact with, parents can engage with, and alumni are interested in.