IN THIS CHAPTER
Identifying opportunities on various media types
Running a data-driven audience analysis
Segmenting your audience into clusters
Millennials have unique personalities on each of the social media platforms. Recognizing these differences will go a long way toward building lasting relationships with this coveted demographic. When it comes to Millennials, it’s important to recognize that the same individual may have a very different response to your brand’s message based entirely on the platform they’re on. So, if Johnny Millennial is highly engaged with your brand on Twitter, he may not be as receptive to the same content on Facebook or Instagram.
In this chapter, you find out about various Millennial audience idiosyncrasies that exist on each of the different media platforms. You also see why you need to respect and plan to leverage traditional media as well as social networks.
Before diving into the various media platforms to see how to create targeted Millennial audiences, think about the following questions, which are designed to facilitate the audience development process: