Results from the first global survey of "The Digital Generation" show a worldwide picture of a generation of 'digital natives'. With little regional variation, 93% say they have a mobile phone that is always switched on and more than 75% log on to a social networking site daily.
The survey, which was created by Career Innovation in partnership with AIESEC, set out to gather views on how The Digital Generation use different technology for learning, work and leisure and to study what motivates and energises students and workers.
The survey indicates that young people expect and respond to opportunities to participate, collaborate and create a sense of fellowship, at work and play.
Some of the findings, which shed light on how third sector organisations can communicate and connect with The Digital Generation, include:
- Participation in Social networking is firmly entrenched among the next generation.
- Facebook as the leading social network brand, followed by Orkut, Hi5 and MySpace
- Collaboration is expected online, indeed, 93% of respondents participate and contribute online through tools such as discussion forums.
- Young people are motivated and inspired by 'fellowship' and they are looking for workplaces that engage them socially.
The survey confirms and illustrates the rapid adoption of social media and in turn the mix of tools available to marketers, fundraisers and managers who want to engage their audiences.
Here are our top tips on how to engage The Digital Generation:
1. Be targeted - use the right channel for your audience
Use LinkedIn for company representatives, Facebook for students, Yahoo Messenger and Hi5 for high school students. Having an account on each of these platforms helps you understand your audience better, and the impact you can have increases.
2. Send concise messages with a clear subject
A lot of young people don’t have time for long stories. Be concise! If they need more information they will ask for it. The clearer the message is, the better, and faster the reaction!
3. Don’t abuse their trust
Spamming is not an option! Copying and pasting a message is faster but not more efficient. Young people may feel offended if they don’t feel you are giving them attention as an individual. Add a personal or emotional touch in your message. Connect. Social media is the perfect tool for that.
4. Be approachable
Communication should be a two-way thing. Don’t just be a message sender, be able to speak with people, to answer in time, be open to criticism and change. Be part of the phenomenon and enjoy it.
For more information and statistics visit: http://www.theDgeneration.com
Lucy and Alexandra are members of AIESEC, the world’s largest youth run organisation.