When it comes to social media, know your audiences.

Gen Y – the group also referred to as Millennials – is commonly classified as those born in the 1980s and ’90s, who are direct results of a technologically advanced upbringing. Raised in a wireless reality, with cellphones and iPods in hand, Gen Ys are web savvy beyond their years. Connected in ways our Boomer parents are only beginning to understand, we have been so over-exposed to marketing messages that we often don’t even see the constant barrage of in-your-face advertising messages, and we know how to ignore what we don’t like. I am quick to close pop-up boxes and delete unsolicited “spam” e-mail because I can’t be bothered to waste time on ads that are so forced. But, when a smart ad comes along, I notice it, take it in and forward it to friends. Social media – Facebook, e-mails, blogs and texting – make it easy for us to spread the word. For marketers, this genre is all about a viral message.

When it comes to online marketing, don’t focus all the attention on the younger generation. Gen X, Born between the mid-’60s and late ’70s, is the first generation to reach maturity in the age of online. According to a December 2008 study, 88 per cent of 83.4 million U.S. Gen Xers use the Internet, and another study noted that this group spends at least eight hours per week online – making them an important demographic to reach out to.

Bridging the gap between Gen X and Baby Boomers are a clan that are commonly referred to as Generation Jones. According to Wikipedia, the name was derived from connotations including a large anonymous generation, and a “Keeping up with the Joneses” competitiveness borne from this generation’s populous birth years. That competitiveness drives them to be ahead of the curve on the latest technology and trends.

And what about Baby Boomers? Born between 1946 and 1964, the 45+ market are online, too. Even my grandparents, all in their 70s, are web savvy. In an online article, Mark J. Miller notes that “plenty of companies hesitate when it comes to marketing new products to Boomers – especially products with a technology focus. Many marketers adhere to traditional – and wrong-headed – thinking about older consumers: They’ve already made their brand choices and can’t be interested in anything new.” However, he fact that Boomers were adults before Internet technology came to call and yet each year the percentage of Boomers using the Internet for daily activity rises, proves that this generation should not be overlooked.

Originally from New Brunswick — though she now considers herself a Haligonian — Lindsey Bunin has a combined honours degree in journalism and political science from the University of King's College. She worked as special features editor for The Daily News until the paper's unfortunate closure in 2008. Some of her other publication credits include The Hill Times, Business Voice, Metro Halifax and The Weekly News. Lindsey came to Trampoline as Online Content Coordinator to lend her talents to our clients’ web content and assist in the development of social media strategy. Some of her clients include The Vault Jewelry, Saint Mary’s University, The Chronicle Herald and Nova Scotia Health Promotion and Protection. When Lindsey isn't busy writing or editing, she's usually doing something crafty or exploring the great outdoors with her husband.