It used to be “the millennials are coming.” 

Today it’s “the millennials are wrinkling.” 

Before we reach “the millennials are retiring,” now is the time to reframe the conversations you’re having about this not-so-mysterious age bracket, also known as Generation Y.

This Digiday article by Tanya Dua, features how the Perricone MD skincare brand is engaging a younger — but indeed aging — audience through new channels and increased investments in digital marketing spend and talent.

Per the article and according to the NPD Group, Inc., “In particular, NPD found that millennial consumers are most likely to seek products with “doctor endorsements and natural ingredients.” Older consumers apparently just let it rip with whatever….”

The headline caught my eye, as this article is insightful in its own right with lifestyle brands reigning supreme through social and digital means, while also serving as a microcosm of the larger conversation on reaching millennials (who also happen to be the largest group in our workforce).

In Perspective

Perhaps we should be all more concerned with the natural loss of elasticity in our faces, necks and hands. 

Frankly, and like I imagine the majority of my peers, I’m more consumed in understanding the sources of stress that are causing these worry lines.

• Career: Finding gainful employment, making the right decisions toward advancement with a career path, and then making the right decisions repeatedly when you are put into positions of leadership and influence. 

• Family: Managing life as parents to growing families and health concerns therein, and/or as caregivers to aging parents and relatives.

• Financial: Major purchasing decisions, student loans, future financial security, life insurance, education planning for your kids, planning for charitable giving. 

• Personal Enterprise. Launching, protecting, promoting one’s startup business, side hustle or social enterprise.

• Philanthropy: Balancing time to enable contributions to community, civic and other charitable endeavors. 

• Sweating the Big Stuff: World affairs, economic conditions, human rights, etc.

Do you, your product, or your service deliver hope to the omnipresent fears of this generation?

Do you employ, or intend to employ digital or mobile marketing tactics to deliver your message?

We can all agree that it takes more than a directive to start “Twittering,” or find college students that know how “to Facebook.” 

Reaching this blanket audience, who apply the verb filter to every second of the day, is no small task, especially if you aren’t a lifestyle brand with decades of loyal customers to back you up. 

In Christopher Penn’s Top Marketing Skills of 2017 post, he lays out conditions leading to less effectiveness in marketing efforts.

Penn shares: 

• SEO (search engine optimization) is progressively more and more difficult with the flood of new content.

• Unpaid social media reach is a bad joke now.

• Paid social media reach is expensive.

• PPC and display clickthrough rates are an equally bad joke.

He goes on to share what will be important, including cloud/distributed computing, software integration, mobile development, data presentation and more. Read the full post if you dare.  

For some, this future state of marketing and access is a reality; for many, it’s a vision or foundation of a five-year plan being wielded as we speak (you know, to be revisited when the first millennials start hitting the big 4-0).  

However, you need not be as discouraged as the data suggests. Start by having more adult conversations about connecting this rapidly maturing audience.

For instance:

• Redefine Your Meaning of the Word Friend: Friends today aren’t just your college buddies (which to whom I’ll bet you’re grateful that we all didn’t have Facebook back in the day). Friends can start out as mutual connections on LinkedIn, forged via social media conversations alone, or in the least nurtured overtime after a real-life interaction. Acceptable social behavior changes with each passing swipe, so take advantage of connecting, or reconnecting, with more friends than you thought you could have. 

• Be Obsessively Thoughtful at the Personal Branding Level: Permitting — and promoting -- your employees, teams and leaders to develop their personal brands and engaging outside the confines of your style guides comes with both risk and reward. It’s likely happening anyway, so choose to be the example in how to do thought leadership right, and how to protect themselves and your brand through the process. 

• Think Big, Spend Smart: You can quickly create a brand presence just about anywhere through digital means, but you must be picky on where you choose to spend your time on engagement, and your marketing budget to boost visibility. IMPORTANT: this includes your strategy regarding customer/prospect data analytics and intelligence, corporate websites, mobile marketing and app development, and social media platforms. You might need it all, but you can’t do it all at once. 

In Reflection 

For myself, technically a member of Gen Y this whole time, the need for a different mindset didn’t hit home until I started seeing those in my college graduating class and peer networks attaining powerful decision-making roles: for both their organizations, or for businesses they had launched and grown. 

Until then I’d been focused on influencing those of generations before me to take digital marketing ideas and innovations seriously. It takes less convincing today.

​Now, with our generation looking our mutual crows’ feet in the eye, my sights are turned toward understanding the new generation entering the workforce, and how we will work together. 

Now will someone teach me how to do a Snapchat face swap with my high school yearbook photo already? 


More on Millennial Marketing: 

The struggle is real: Marketing to Millennials: MarketingLand

8 tips for marketing to millennials online: CIO

What Marketers Need to Know About Millennials in 2016: AMA.org

6 Things To Know About Marketing To Millennials: Forbes.com



Christina Capadona-Schmitz (@ChristinaCS & @DownWithSpitUp) leads marketing communications for Oswald Companies, a risk management and financial services company in Cleveland, Ohio. She is on the clock 24/7 with her parenting resource blog www.DownWithSpitUp.com, among other creative pursuits and community endeavors. Connect with her on LinkedIn at https://www.linkedin.com/in/christinacapadonaschmitz.

When you’re willing to make the time.

That’s it. Not very strategic, I know. 

I’ve seen the “social media deadzones” post that keeps resurfacing on our LinkedIn feeds, and its companion article on the “best times to post.” There are thousands of articles out there on this topic. We care about this. 

When’s the best time to go to the supermarket? Many would say either very early in the morning or overnight for 24-hour places, and I agree. Less crowds and more efficiency. 

However, more often than not, I find myself squeezing down the aisles, at noon, on a Sunday, restocking for the week ahead. 

Life is just that: needs versus time available to meet them.

You probably don’t NEED social media from a business standpoint to thrive in your chosen career. The majority of us aren’t striving, or will develop the skill set, for achieving social media stardom (and income). It is certainly a mechanism to advance and support your every goal, but if you don’t feel a pressing need, finding the TIME is a bigger challenge.

Ask the Right Questions

When I say: “when are you willing to participate?”...I mean it. 

• What is your daily rhythm? 
• Are you an early bird who could squeeze in some browsing with your morning coffee? 
• A night owl who could swap some late evening TV with a bit of online consumption? 
• Do you actually take a lunch break? (well Fast Company says don’t do this, but it’s one of my favorite times to check in)
• Would you be willing to schedule time on your calendar each day to remind you?
• Will you hold yourself accountable if you ignore participation for a day, week, month? 

Find Your Own "Live" Zones

The following are a few more thoughts to help get over the illusion that you’re doing it wrong. The fact you are concerned is good enough for me.

Look past the deadzones 

Yes, I know there’s data and patterns and what not that supports the optimal times to be posting content and engaging on social media. We should use the information available to us to drive decisions. I could also argue the opposite: do you want to try and compete with your messages in the most busy and noisy times?

I built the idea for DownWithSpitUp.com in a clear deadzone, between 2 a.m.-5 a.m., when I was most active online searching for tips and resources on infant reflux. I found others were very awake during these times (new parents, resources from other time zones), sharing information or support I needed then and there. 

Call on your themes, hashtags, topics

 I recommend that people focus on a handful of themes most important to them, and that they want to associate with their personal or business brand. If nothing else, it gives clarity and direction on who to follow, what to post and where to spend time, in what we all know is a massively cluttered environment. It also can help connect engagement on key topics to others immersed in your space, which again, looks past the deadzone times toward topical conversations. 

Keep it close

I know for myself, and likely others, there’s a weird feeling when you put a thought or resource out there. You won’t know exactly who will see it or where it will go. There’s sometimes unneeded pressure on how it’s presented. Think of it more as if you were communicating with a smaller group and how you would frame the same message.

Automate with care

I’m not talking about the social celebrities and power users who’ve made fortunes through their online brand, and may have staff members to help. They could have posts going 24/7. If you’re new to the scene, or giving it another try, you’ll find a multitude of tools out there to schedule updates, post to multiple channels at the same time, etc. Used wisely these tools can help you save time, however I’d recommend keeping a close and regular monitoring of your activity in case others choose to engage (that is your ultimate goal).

Spend your time on the channels that are the most, well, You

While most can find some value in Linkedin from a business perspective, Twitter may be too big of stage to make sense to you, and Instagram too visual, or Pinterest too personal. There are top platforms to consider and global outlooks available for us to make informed decisions on where we spend our time. Focus on the channels that speak to you and deliver value, as you’ll be more willing to spend your time and lend your thoughts and energy. 

Test and measure

What better way to gauge your prime times than to simply try out a number of different shifts, and overtime, monitor and recognize when you get the most engagement and value out of being on social media. ​
​

Here is where you determine your own “live zones” and learn to work your schedule and life around them.


Christina Capadona-Schmitz (@ChristinaCS & @DownWithSpitUp) leads marketing communications for Oswald Companies, a risk management and financial services company in Cleveland, Ohio. She is on the clock 24/7 with her parenting resource blog www.DownWithSpitUp.com, among other creative pursuits and community endeavors. Connect with her on LinkedIn at https://www.linkedin.com/in/christinacapadonaschmitz.

In a completely informal, non-study of human behavior, the number one excuse for not doing something is: being busy with something else.
​
In other words, when someone checks in on a task they feel owed to them, an unfiltered answer wouldn’t be “I’ve been busy,” rather “I’ve used my time on things more important than you.”

We wouldn’t get too far with interpersonal relationships if we spoke in real terms about busyness. Same idea applies to health and exercise, financial discipline, remembering birthdays, etc.

The headline of this post is meant to be cheeky. If you’re living, working, playing (and hopefully sleeping), you’re busy and likely stressed about your time management.

With social media, busyness lends itself to both sides of the coin. People admit they are too busy to keep up with being active on social from a personal or professional standpoint; as well as getting too distracted on the personal side of social. No sadder case of YOLO vs. FOMO. 

I've written before about why professionals and leaders should think seriously about social media. 

Instead of trying to negotiate social media into your schedule, answer these questions:

1. Will your future livelihood rely on communicating through digital means, as a source of connections, information, recruitment, sales leads, etc.?
   
   
2. Will you have to interact with, manage, or influence younger generations? You know, the ones who are receiving their first smartphones at their baby shower?
   
   
3. Do you want to build a bigger legacy, sharing the know-how and wisdom that only comes with the years and experience, to a heck of a lot more people?

The traditional business networking tactics of the past, are becoming just that, “of the past.” Chances are you're already doing something meaningful, ex. you have a LinkedIn profile; you've been tagged in some sort of social post, etc. Your future goals should include a stronger and strategic digital presence, and trust that it’s already an overcrowded pool.

Like everyone else, my responsibilities continue to grow in their gravity, and time is shorter than ever, yet both my job duties and my personal career development count on an increasingly active social media presence, and a keen understanding of what’s coming next. 

This means that I feel for you, I am with you, and here to share good news that your small gestures are a big deal. 

Question All You Know

In the small world I’ve created for myself I know a handful of people that aren’t active on social media, at least not in conventional terms. But have no doubt they are certainly caught up in the Internet of Things (IoT). 

An elderly neighbor recently ambushed me during my weekend jog to show me her new Fitbit, and applaud her efforts in beating her husband and other relatives in walking challenges. These people might not have active profiles or publish online, but they certainly do call on technology and apps to communicate, support their social relationships and organize activities. 

​Don't talk yourself out of investing in social media because you think your target audiences aren't on "there."

"There" is a moving target of omnipresent proportions, and if they aren't there now, they will be soon. 

I feel fortunate to have experienced a portion of adult life without the chaos of social media, while also being schooled to be a fluent social media adopter, both for my line of work and personal development. 

I have found myself at times to be quite anti-social, recently suspending my Facebook after 11 years of active use. I’ve also hopped around a bit on platforms without fully committing to blowing one up (but experimenting enough to be dangerous along the way).

These facts alone qualify me to know, well, it’s not all butterflies and hashtags. What I do know is how it feels to spend “time well-wasted,” without achieving social media superstardom or tangible results, and/or wondering if more followers or shares would fill that empty feeling.

But this is where my crankiness ends. It’s where I go back to those three questions and remind myself there is good reason to stay on track. 

Think & Act Differently 

Maybe you’ve tried the social media thing before, or maybe you’re unsure to how to blur,  or separate, the lines between your personal and business life. In any case, at any stage, the following tips below are designed as guidelines to get you focused, energized and active. 

Two’s Company

Think two main platforms or channels. That’s all. Check out many (and claim yourself and brand if you haven’t already on most) and then commit to two to learn inside and out and engage regularly. Which platforms are most “you,” and where will be the most valuable to spend your time.

You can think in terms of opposites in your choosing: broad and narrow/niche audiences; long-form and short-form publishing; highly visual or highly narrative. 

An example would be Twitter and LinkedIn; or Instagram and Medium, or YouTube and Pinterest. You can grow your presence overtime but start with something simple, tangible and doable, that also feels like you belong there. 

Narrow Your Subjects

Again, pick two or three subject areas or themes, which are near and dear to you, to comment, share and publish. Not because you’re boring; because it’s easier to frame your mind and activities around focused themes. Think of it as your journalistic beats. Follow these topics on the channels and start identifying your personal brand with these themes. 

Follow (Stalk) a Friend

You know the one. The one all over this stuff, racking up followers, getting gigs left and right. Lurk, watch them, check on them day and night. Watch for patterns. Set against a power user, observe and learn to translate ways on how you want to present yourself.

Commit to Your Calendar

Seriously, create recurring calendar events to block your time to participate on social media. At least until it becomes second nature.

You can start small, say two times a week, block a half hour to log on. Then move to twice a day, maybe first in the morning and early evening, or two other slots that make the most sense in the ebb and flow of your day.

Soon it will become a habit and the regular use will lead to efficiencies that will make your time on their better and richer. 

Check Twice, Post Once

Some tools and platforms will allow you to share the same message on multiple social channels. Not all the functionality translates precisely but it is an argument for multiplying your time and efforts. There are also tools, including free ones, where you can manage multiple accounts from one login. Again, it's all about getting comfortable first before looking at ways to extend your activity further. 

Give it Your Best

Life seems to reveal, over and over again, that you will get out what you put in. Same for your social media activity.

• The best channels to pick? The one you feel good when you’re logged on and want to make new connections. 
  
  
• The best content to share? The stuff that you talk about in real life, that supports the person you aspire to be. An inauthentic you online won’t translate well for anything else outside of the virtual interactions. 
  
  
• The best time to post? Whenever you will break in your day to actually get yourself to log in and consume, comment, share and publish.

Commit to changing your behavior by making social media one of your priority “somethings.” 

Start with a couple channels, a few themes, and log in several times each week, to engage inside and outside your comfort zone. 

You might even learn a little something along the way.


Christina Capadona-Schmitz (@ChristinaCS & @DownWithSpitUp) leads marketing communications for Oswald Companies, a risk management and financial services company in Cleveland, Ohio.


She is on the clock 24/7 with her parenting resource blog www.DownWithSpitUp.com, among other creative pursuits and community endeavors. Connect with her on LinkedIn at https://www.linkedin.com/in/christinacapadonaschmitz.

Everybody and their brother is on LinkedIn. Even my brother.

But being ‘’on” doesn’t mean being “one” with the platform.

Until you take the leap and dive in, it is, and will remain, a platform.

This post isn’t a how to use and navigate LinkedIn (see my overuse of the word guru later in the post) or maximizing its paid solutions in sales, careers and marketing.

It covers why it will be worth your time in figuring it out: for yourself and the audiences that count on you.

1. Build Networks With New Generations of Engaged Professionals
In addition to building fresh and stronger connections with your current networks (yes, they are on LinkedIn too), start to think bigger and toward the future.

Your next best talent might show up at your doorstep, OR you might stumble upon them during your time logged on.

Or better yet, you might take a strategic approach to searching and finding new connections.

Spoiler: you know the well-connected, digitally savvy, motivated professionals you dream about joining your organization? Well, they are right here, putting it all out there for you to see.

2. Thought Leadership? Do it All The Time
You haven’t reached your level of influence by standing on the sidelines. LinkedIn puts, at your fingertips, the power of sharing your experiences, your vision, and your kudos to other leaders in your circles and beyond.

This isn’t about trade secrets and secret sauces. It's about sharing the lessons you’ve gained, and subject matter authority you yield, on a much broader playing field.

​Whether you choose to publish your own articles, "like" or share valuable content from others, or simply consume resources as they emerge on your feed, you won’t be able to help yourself but to feel more engaged and enlightened to the pulse of your constituents.

3. All Eyes On You
If you want a more digitally engaged workforce – from entry-level, to sales, to upper management – what better way than to set the tone yourself. Others will surely follow if you start to make it a habit.

It’s probably a good time to state that LinkedIn is not a priority task you can simply work into your calendar; it’s a disciplined behavior that must be practiced and nurtured on- and off-the-clock.

The tools may change, but the “social media” way of communication is not going away, so there’s little risk of wasting the time you invest now to understand the landscape.
Talk it up, offer learning opportunities for employees, and share away.

Bonus: A Guru is Going to Get Ya
Somewhere, someday, some self-proclaimed social media guru is going to corner you for five minutes and challenge you to “go digital.” And you’re going to be able to say, been there, done that, what else do you have for me?

Or in the least, be able to share that you’re on it, and working toward maximizing the tool, calling on technical or moral support when needed.

Get Comfortable with The Caveats
As you’ve learned during your tenure, there’s no such thing as a free lunch. Fortunately, the challenges posed are the same that you deal with in real life.

• Give me your time: You will get more sales pitches touting every solution or consultant that guarantees to transform you and your firm. 
  
  They may even point out how they can improve your effectiveness as a C-Level executive, or how your website is poorly designed and underperforming on Google (leaders just love having their flaws pointed out, as you know). 
  
  You’ll quickly learn to tune out the noise, and tune in to how the platform best suits your goals.
  
  
• Give me your money: LinkedIn and other social media channels are tremendous platforms for non-profit organizations to spread their message, and gain influence among target audiences: donors, volunteers, etc. 
  
  You’ll learn how to manage requests and such, just as you do in real life, and in many cases you’ll be able to find ways through the platform to better support the causes important to you and your organization.
  
  
• Give me your endorsement: You will get more connection invitations than you’ll likely want to accept. You may get more messages, requests and overall requests for demand of your time, now that you’re more digitally “accessible.” 
  
  Like the other drawbacks, it’s a matter of managing expectations and using the tools and features in the way most comfortable for you.
  
  

You Are The Strategy
With all the best practices out there – be it profile update tips, engagement activities, or making the most of connections – the only successful LinkedIn strategy is the one that will keep you logging in each day.

When getting started, or getting active, don’t start with concerns on how your picture or profile should look, or who you should connect with, or what articles to share; rather ask yourself:

• How you want to be perceived to your closest circles and the new networks you’ll engage. 
• How much time you’re willing to commit each day, and for how long until you start seeing value (spoiler: it will take time on both fronts).

Then, grow your presence as your comfort levels grow, and go ahead and hire that guru to take you to the next level.

Keep in mind: your competitors are already on here. Look them up in the search function if you don't believe me.

So come on chief(s), it’s time to warm up to the idea, download the app, and dig in.

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Clearly, you don’t have to have a corner office to benefit from these lessons. For more on the how-to, check out the resources below or schedule time with the most engaged professionals in your organization to find out how they make it work for them.

• Getting Started on LinkedIn (video) 
• Moz Beginner's Guide to Social Media & LinkedIn 

Christina Capadona-Schmitz (@ChristinaCS & @DownWithSpitUp) leads marketing communications for Oswald Companies, a risk management and financial services company in Cleveland, Ohio.
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She is on the clock 24/7 with her parenting resource blog www.DownWithSpitUp.com, among other creative pursuits and community endeavors. Connect with her on LinkedIn at https://www.linkedin.com/in/christinacapadonaschmitz.