My husband often talks about his “glory days” during the civil rights movement in the 60’s. He was actually paid by Dean Rusk’s State Department to go to SDS rallies and tap into the zeitgeist of the Boomer generation. Generation Y is taking its political activism online and specifically to social media, according to a recent study by the Pew Internet & American Life Project.
Frederic Lardinois posted an analysis of this report on Read Write Web yesterday. He points out that users under 35 represent 72% of those who make use of political networks, yet are less likely than the old fogies to participate in offline civic engagement. Pew hopes this may be a bellwether of increased interest in politics among the younger generation. Lardinois points out that it may just be a reflection of the excitement around the 2008 Presidential elections, and the Obama campaign’s shrewd use of social networks and online media.
Whatever the reason, it’s important for advocacy and nonprofit organizations to take note. By 2010 Generation Y will outnumber Baby Boomers - that’s next year. 96% of Generation Y has joined a social network. So do the math. If you want to enlist Generation Y as advocates for your cause, recruit them as volunteers, or cultivate them as donors you need to take your case to the digital street.
The good news is that even small organizations can leverage the power of social media to raise awareness and build community support. Facebook and Twitter are two great tools, but blogs and services like CloudProfile offer ways to foster conversation (or debate) and deepen member/supporter engagement.
The Boomers were “talkin’ ‘bout my generation” in the 60’s. Today, Generation Y is tweeting about theirs.
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