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A recent Advertising Age article titled How to Get the Social-Media Generation Behind Your Cause describes a generation of 20-somethings who support or denounce a cause by “hitting the ‘like’ button on Facebook or posting a hashtag on Twitter.” According the featured study, there are strategies for getting this target market behind your cause, but the article may leave you wondering “Why?”

Why should you focus your marketing efforts on the so-called Social-Media Generation, which according this article has little time and money to give for the businesses and causes they follow?

The first answer is your 10-year plan. If you plan to be around at least another 10 years, the math is simple. This generation will be entering their 30s, getting married, advancing in their careers and having children. Win their hearts through cause marketing now, and you are far more likely to earn this socially-conscious generation’s business in the future.

The second answer we’ll call “inter-generational marketing,” whereby you reach parents and grandparents through their Social-Media active adult kids. Research shows both Baby Boomers and Generation Xers crave close connections with younger generations, especially children and grandchildren. In other words, don’t underestimate the power of the “like” button. You never know who may take notice.

Have you thought about folding the Social-Media Generation into your marketing efforts? What do you think about the strategies suggested in the Advertising Age article? We’d love to hear your thoughts!

Priority Marketing has been doing a lot of work in London in recent weeks… virtually that is. While we’d love to boast about a new London office and glamorous connections abroad, alas, we are Internet commuters. We’re been using our social media marketing toolkit to promote the London International Art Fair (LIFAF), which takes place June 4-14 at Olympia.

Our three-week social media blitz to promote LIFAF includes posts on Facebook and Twitter, and we’ve been “commenting” on London art and travel blogs to enhance search engine optimization for the event website www.LIFAF.com.

In less than one week, visitation to the website doubled, and we gained nearly 300 Twitter followers. Also, 17 Twitter lists are currently following LIFAF, and the event’s Facebook fans jumped to 651. Online monitoring shows signs that the buzz about LIFAF is taking on a life of its own as people post their intentions of attending, area restaurants have begun offering specials associated with the event and the codes for free tickets get shared.

It’s another great example of the power of social media marketing. Stay tuned for more results after the event concludes in mid-June. And, of course, if you’re going to be in London, check out this great art fair!