This primary text goes deeper than quick polls and surveys by actually talking to the generation whose members share the most about themselves online—Millennials. This text is one that college professors in digital marketing related programs can assign to students to position the issues in digital media and discuss their planning implications. As a result, the always changing “how-to” blog posts and articles that are currently being assigned may become secondary material that can be applied to this primary text, the themes of which evolve comparatively slower. To aid in this process, questions for class discussion, debate, and writing will be included (at the end of each chapter or as a supplement).
The five key themes that I identify and examine in regard to Millennials’ use of social media are as follows:
- Seeking acknowledgement
- Real friends vs. the rest
- Passively less private
- Trusting ‘the system’
The intended audience for this text is college diploma students enrolled in programs related to social / digital media marketing, one of the fastest-growing applied disciplines today. As a designer of a college post-graduate diploma program in Digital Media Marketing, I have been unable to find a single book that addresses the foundational drivers of peer-to-peer interaction on social media sites and positions them in a marketing context. As colleges internationally begin to respond to the demands of the career marketplace by developing programs related to social / digital media, there is an essential need for a text that examines why people use social media in the way they do.