The buzz about social media especially Twitter, has outbuzzed the loudest of buzz campaigns. Much of the noise seems to originate from marketers. According to Pete Blackshaw (Ad Age), “nearly 30,000 Twitter users self-identify as marketers. Nearly 8,500 use the term “PR,” and another 8,000 use the term “social media.”

With so many marketers talking about marketing to other marketers, we wondered, ‘is anyone else really listening?’ To get beyond the marketing hype, we conducted two online focus groups to see what Millennials think of social media. We confirmed that they are not as gaga for Twitter as marketers — just half use Twitter despite our efforts to include tweeters in the groups. And those that do were still figuring it out, although we had one enthusiast.

“I have yet to get a twitter, but I’m on the fence with it”.—Andrew A

“Twitter for news and deals, facebook for friends, I read digg to laugh at what people think is an important news article. Though I don’t tweet enough.” – Dustin H

“I haven’t gotten into twitter yet. I’m afraid of it. I am afraid it will consume me.” – Justin D

“I have not ventured into the land of twitter yet.” – Courtney S

“I’m a little frightened to use Twitter… it’s like, should everyone know exactly what I’m doing all the time?” – Mike G

Millennials define social media very broadly as anyting where you interact with other people. That includes message boards, text messaging, Skype, and blogs in addition to Facebook, YouTube, Flickr and Twitter. It even includes Amazon Reviews and video games.

“Social media is that media that connects you socially with friends mainly and some family. it makes it social because a large percentage of your friends relative and colleagues use it too.” – Courtney S

“facebook – friends, twitter – interesting people/networking, linkedin – ponzi scheme (I don’t think real networking happens this way)… I agree with Chris–amazon reviews are def social media and have big pull on influencing my purchase decisions – Dan S

“Facebook, it’s learning about culture and stuff through visiting the personal profiles of people in your area, or who you know.” – Kelsey L

“When I think of social media I think of points of view… social media is media that illicits me to talk, not just take in info.” – Ben T

Instant messaging seems to have fallen into disuse, a victim of text messaging.

“I used to use AIM all the time, but I don’t know very many people who use it anymore.” – Holly H

“I can’t believe Yahoo! is even up there. Does anyone even use Yahoo! anymore?” – Justin D

In fact text messaging appears to be the preferred way to connect personally, relegating Facebook to the place to maintain less immediate or personal ties with distant or long ago friends.

“I also text, but only my close friends….my casual friends I message facebook.” – Bree

“Well facebook keeps me updated on their lives, but it doesn’t feel very personal. I’m more of a texting person when it comes to that – Kelsey L

“Yeah, I’m with Kelsey. The internet is a tool I’m likely to use to reach old friends or casual acquaintances. People that I don’t see on the day-to-day.”- Mike G
“I’m also much more connected now with old friends than I ever was before e-mail and now with facebook (which seems to have replaced e-mail as the stay-in-touch-with-friends application.” – Chris S

“If I want to be more connected I call or text.” – Natalie B

While it’s theoretically possible to be ‘too’ closely connected online with friends, in practice Millennials feel they have it under control. Most Millennials say they are as connected online as they want to be — about a 6 on a 10 point scale. Control appears to underly some of the appeal of Facebook.

“prob a 6, which is where I want to be–we have the choice to be less connected if we want–every once in a while I check out for a week or two and go on a subconscious Facebook fast and read a book or two.” – Dan S

“A 5 – not too connected, except with some who have bad facebook habits but I can turn their exposure down if I want.” – Chris S

“Yeah, I think online can keep you disconnected sometimes. It lets you keep a “safe distance” that’s not there if you have to pick up the phone. – Mike G

“It’s fine because I can set the terms.”- Scott K