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Study released in April 2015 on teens' use of social media and mobile technology

Interview by Andrew Leonard, February 22, 2014, with danah boyd on Salon on findings from her new book--It's Complicated: the social lives of networked teens. The "why" they hangout and their actual skill levels excerpts are below. "What exactly is it that teens are trying to do with social media? They're looking for a space to hang out. When we grew up it was the mall or cafes or a variety of other physically grounded spaces. Teens today don't have access to those kinds of spaces and what they've done is they've turned to social media to regain some kind of access to public life. These new "networked publics" - places like Twitter and Facebook - are spaces that are created by digital technologies but they are really about people - the broad network of people that teens have learned to negotiate and socialize around." Teens seem to embrace these new "networked publics" very rapidly, but one chapter of your book annihilates the notion that teens are somehow "digitally native" - that they somehow understand these new technologies more readily or more naturally than their forebears. Teenagers are much more willing to experiment with these technologies to service their end goals - their social goals. There is no doubt about that.. Teens are always much more willing to just try things out. But just because they are willing to try things out doesn't mean that they understand how it works. That doesn't mean that they are inherently technologically sophisticated or understand technology in the ways that are often implied by "digital native."

Article on web 2.0 marketing to millennials by Strategic Enrollment Management February 2009. "Although we are not going to dedicate our article to a recap of millennial marketing, we do want to reinforce the importance of understanding the millennial mindset before you begin to build your Web 2.0 plan. Consider that 64 percent of your audience (teens 12 to 17 years old) are reported to engage in at least one type of online content creation, up from 57 percent just four years ago. Understanding what they are doing online allows our plans to be more comprehensive and effective and fully integrated into a successful enrollment plan. There is even an emerging classification of teenagers using a host of technology options for dealing with family and friends, including traditional landline phones, cell phones, texting, social network sites, instant messaging and e-mail. These "super communicators" represent about 28 percent of the entire teen population (Guess 2008). And possibly the most interesting statistic to watch comes out of Noel-Levitz's "E-Expectations: The Class of 2007" report, which claims that 43 percent of high school juniors have a profile page designed for use in researching colleges (Lenhart & Madden 2007). This all means that if you are not already participating in an active use of online marketing you are overlooking a large group of your audience. Frankly, they are keenly aware of marketing, and as marketers we need to understand their mindset to build effective plans to reach and educate them. We cannot expect that they will conform to marketing as it has been done in a traditional way. Tools of the Trade: Components to Consider The goal of any Web 2.0 is to inform and connect. Simply stated, the tools you choose should work to reinforce that goal and integrate with the other tools of the trade you are using. Enrollment managers who know their audience understand the need to consider a variety of marketing options, from traditional adve

Blog post by Sylvia Browder at the Story Exchange--where women mean business. "Challenge 2: Undefined Niche To Niche or Not to Niche…that is the question. What is a niche? A niche business is one that targets a very specific group of people with specific shared interest. A business with an undefined niche is like a ship sailing in shallow water. By creating a niche business allows you to market to your ideal clients. For example, if you were a behavioral psychologist targeting teens, you would market your services in places where parents are likely to find out about you; such as advertising in parent magazines, providing resources to local middle and high schools or joining organizations geared towards parents. Solution: By understanding who and where your ideal customers are; it is easy to craft a marketing plan to target them. Here are three easy ways to target your potential clients: * Improve your website's SEO with specific key words * Generate exposure locally and virtually with professional speaking, seminars or publishing a book or articles. * Craft a clear message that speak at the heart of your customer " Challenge 4: No Social Media Plan Random tweets and meandering Facebook posts will result in a lot of time devoted to zero results. Before making another useless post, sit down with pen and paper and make a list of what you want to achieve from social media. To which social media do you belong? What are some social media marketing strategies that you have noticed from other companies? What do you have that will offer value? You may find that your company is spread a little too thin across the social media spectrum. Quality truly is superior to quantity in this respect. Solution: Create a social media marketing plan and stay the long haul. Establishing a strong presence can be a very time consuming process. It is unwise to expect your list of fans, followers or subscribers to grow overnight.

very informative assessment of wikiHow by Andy Cush, 4/7/15.