I love Twitter, but, my 18-year old daughter still insists she doesn’t “get it”. She explained it to me yesterday this way: for her, Facebook functions as a general organizing tool, much as Outlook does for me. Facebook is her calendar, contact book, and primary messaging platform. Any communication gaps are filled by GoogleTalk, text messaging, and if all else fails, dialing. Twitter adds nothing meaningful to this mix — especially since her friends don’t use it. Twitter marketing is a hard sell, and I have finally given up.
The data has consistently shown 18-24 year olds lagging in Twitter adoption. We did focus groups among Millennials on Social Media usage “The Millennial View of Social Media: Why Should I Be Your Friend?”. We were especially interested in talking to Twitter users – but they were hard to find. I suspect if we repeated the study today, they would be equally hard to find.
A CNN article by an intern, Sharon Vaknin, titled “Generation Y: We’re Just Not That Into Twitter” provides another view. Vaknin agrees with my daughter that Twitter has nothing to add over Facebook, but suggests a second theory for the lack of interest. Picking up on the Theory of Millennial Narcissism, Vaknin says Twitter offers little opportunity for ‘self-branding’:
Twitter’s microblogging platform is what many Gen Y’s may describe as “like Facebook, but just the status update.” What is the point of that? We like to consolidate, so Nemeth explains that he doesn’t “want to join another community, just tell people what (he’s) doing.” We have everything we need on Facebook. Based on Twenge’s theory, a good explanation of my generation’s lag in joining the Twitter mania is that there isn’t an obvious way to achieve a self-brand on Twitter.Participating on Twitter requires a fan base that knows why you are unique, special, and deserve attention. Fan base aside, the Web site’s interface paves a short path for cyberstalking–there is nothing to find past a user’s status.
For example, Sally went to a great party last weekend, but where are the photos? Who went with her? These features, which Gen Y’s value so much, are missing. As much as I like to know what my friends are doing, updates on Twitter happen so fast there really isn’t time to react. More importantly, my friends don’t have time to react to my activities.
Largely as a result of the digital communication tools on which we were raised, a big part of my generation wants to know what the cyberworld thinks of us, and we want its inhabitants to pay attention to us. How can they do this if they’re following 300 other people? For the Millennials to make the move, Twitter will have to find a way to integrate the self-branding features MySpace gave birth to and Facebook nurtured. Even if they’re packaged in 140 characters or less.
I have a third theory for Millennial disinterest. Millennials aren’t accustomed to making online friends. For years, parents warned kids and teens against talking to strangers online. The origins of Facebook were that unlike MySpace, you could only have one identity on Facebook and it required a .edu email address. That meant it was ‘safer’. The very idea that I am sharing my email address and phone number with people I only know from their ‘tweets’ is a little creepy to those who were warned from an early age of online predators. How do you know they are who they say they are? Suddenly, it’s okay to make friends with people you don’t know?
I have no answer for this, and I am a little surprised at the personal risks I have taken. But in my defense, unlike email and online chat rooms, Twitter seems spam-free and offers an unusually civil level of discourse. After all you have control over who you follow and block others from following you (although I have had no real need to do this yet).
Whatever the reason, it is clear that until Twitter offers a compelling value proposition, it is not going to attract younger users. Long live Facebook!
