5 tips for social media marketers who want to reach millennials

Millennials are picky when it comes to brand advertising in social networks. But here’s how overcome the ad nausea on Facebook:

1. Understand what millennials want

Gripe all you want about the narcissism of Millennials but recognize that many do have a deep yearning to be valued and influential. These aspirations often stem from unselfish goals, passionate causes and high expectations. If you assume that Millennials are simply entitled and egocentric, your social media will turn them off.

Instead, ask yourself how your social media might give Millennials a chance to be valued and respected with their audiences. When you share exclusive and exciting content and opportunities, and a Millennial shares it, that person gains credibility within his or her network because friends enjoy that post and remember who shared it. Your brand wins and your advocate wins.

2. Remember, millennials are merciless

Conversely, Millennials will be merciless with companies that fail to meet these high expectations. False promises, cheesiness and poor research will get skewered because Millennials also win social points for pointing out dishonesty and absurdity.

3. Help millennials achieve their goals

Your product or service might help people achieve their goals, but they don’t need you to tell them that. A smartphone salesman doesn’t have to tell a tech-savvy high school grad that a device has Bluetooth 4.0 and a 16 megapixel camera. Let Millennials discover your product and its features on their own.

Instead of selling to your brand advocates, educate them, excite them and inspire them—show them how they can achieve their goals with or without your product. The smartphone salesmen should be discussing the best Bluetooth headphones or photo editing apps. Demonstrate thought leadership and empathy for your customers to power advocates.

4. Engage intelligently

Nothing disenchants Millennials more than stupidity. Say something dumb, inaccurate, deceitful or offensive and you shoot revenue in the foot.

Before posting, ask yourself, “Would a Millennial be grateful if someone shared this post?” The answer should always be yes.

Post comments, pose questions and share content that you might discuss at a casual work event or a nice dinner out with friends. Assume that your audience is as smart, thoughtful, fun and interesting as your closest friends, family members and co-workers.

5. The conversation goes both ways

Millennials want to be part of the dialogue. They want their voice heard and pictures used. So leverage this. Polls and contests give followers a chance to be part of action. Polls with controversial questions are addictive because people with a strong opinion want it heard.

If your notion of dialogue is your post anchored with a click-to-purchase button, you’re missing the value of social media. If you’re doing a great job, your audience will produce the bulk of sharing and the most engaging content on your social page.