Keeping it real with the kids

LEEDS, UK, July 08, 2012

However, a new report has indicated that, despite being dubbed a generation of digital natives, teens are expressing "Facebook fatigue" with 36 per cent of users wishing they could "go back to a time before Facebook".

The survey, created to analyse how teenagers view their digital lives, has proven very surprising reading. Statistics show that teenagers, although not knowing life before the joys of Facebook, still prefer a face to face method of communications.

Almost half of teenagers asked said they'd prefer to converse in person. Social media only gained seven per cent of votes as their favourite. Teenagers claim they prefer this method as: "it's more fun" and "they can understand what people really mean better in person".

So is it time that brands started keeping it real and ditch the digital?

No, of course not. 90 per cent of teenagers in the US have used social media, so it is one of the most powerful tools in your armoury. But do understand what they use it for; a survey earlier this year, by mobile phone company Ericsson, states teenagers mainly use Facebook to use the "like" button and view other profiles. Communicating via Facebook appears much lower down the scale.
Not only may teenagers prefer a face-to-face approach, but social media may have provided a platform to improve teenager's confidence and ability to interact with others. 28 per cent of social media users asked said it makes them feel more "outgoing", dispelling the myth that social media is poorly affecting a child's socialising abilities and causing them to have an 'identity crisis' .
The teenage online community is still a huge market and filled with opportunity, but you must tread carefully as adolescents are not willing to just chat to anybody.

We have compiled five helpful and concise tips for those looking to engage with digital natives:

• Adjust your tone and language to relate to the teens (this doesn't mean attempt some sort of street language that no one has heard since 1990). Encourage teens to add their own content to your page, such as their own photos and anecdotes. A great way to engage with your audience.
• Competitions and offers have proved a very successful method of encouraging teens to interact online, 81.5% of teens asked said that either of these would appeal to them on Facebook.
• Keep them entertained. By providing up to date pages of: humorous photos, interesting facts, celebrity gossip and funny memes, the more likely teens are to respond to your brand. Just make sure all content is relevant to your brand or your page will become irrelevant and lose all influence over its audience.
• Don't underestimate just how much teenagers love their mobiles. 60 per cent of teenagers asked in the report described themselves as "addicted" to their mobile. Recent statistics show that an average teenager sends 60 texts per day. It is apparent it is a much more preferred method of communication amongst teens than email or social networking.
• Finally, despite what the media wants us to think, teenagers are very aware there is a life outside of their bedroom. The research shows they want to be able to interact and speak face to face with their peers. So if you can include offline and events as part of your campaign strategy- it will help deepen in their interaction and engagements, with your brand.

Depriving them of any of these is just going to increase the fatigue even more and no one wants a tired, irritable teenager on their Facebook page - it is the recipe for ultimate social disaster.

Positive Influence