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Print is dying. DVR's are making TV advertising problematic. The younger generations are consuming their media in way's we consider to be non conventional but to them it's completely normal.
Social initiatives are similar to infomercials in that they "find" their audience by means of direct, purposeful consumption.
I'd rather have 1 Twitter follower than 100 passive views of a print ad/:30 spot.
It's not just posting any old thing that comes to mind. Your conversations with them should be pointed, purposeful and whenever possible invite actionable engagement.
Use the time required in generating a following to refine your approach.
They are an audience that needs to be worked.
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