The tipping point?
We were saying youth were tweeting way back when the media execs couldn’t see a world beyond their own bubble. There’s been a lot of discussion about whether youth tweet or not, stats bounded around and analysis dissected. The point is, does it count? Whether it’s only 5% of 50% of the demographic, is it enough to make a difference? Are they passionate or vociferous enough to rock the boat?
Here’s evidence to support this argument:
Kanye West’s words at VMA 2009 has caused some consternation – enough that young people feel motivated enough to get on twitter and to dis’ the man. I was counting 430 tweets in a space of 3 minutes on the subject – most hostile or harboring negative sentiment to Kanye.
Youth PR today needs to consider this immediacy of feedback. It’s already put pay to the blockbuster weekend at the movie theatres, now it’s given youth a voice to shape media events, people and brands as they happen.
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