If I had a dollar for every time I heard someone say, “We need to hire younger people because they understand social media,” I could retire. Maybe that’s what people want… Yes, younger workers may have more real life experience with social media platforms, but don’t discount the older workers. They may have more real life experience.

The best communications programs, and social media should be part of an integrated communications strategy, have these elements in common:

  • They are data-driven.
  • They are targeted to a specific audience.
  • They have a compelling story and message.
  • They are relevant.
  • They are creative.

Multigenerational teams are the best way to build those programs. Here’s why:

  • It is always valuable to have a representative of your target audience working on the team. It is dangerous to have only that group represented. You risk creating a focus group of one. Not all millennials think the same way. Not all women think the same way. Not all dog owners think the same way. You get where we’re going with this.
  • Creativity is often borne of fresh ideas. Youth may get you there. But creativity doesn’t come solely from new thinking.  It is grounded in data. It has practical application. Experience may get you there. Diversity gets you there faster.
  • Diverse teams – made up of people that listen to each other, that respect each other’s strengths, that engage in healthy debate, that bring a myriad of perspectives to the process – create the best work.

Speaking of multigenerational teams, have you read Millennials & Management: The Essential Guide to Making it Work At Work? It’s full of actionable advice for building a cohesive team of the best and the brightest – all ages.

And speaking of communications department, have you heard that Hope Hicks, a 28 year old with no political experience is rumored to become the next White House Communications Director?

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