Dancing with Digital Natives: Staying in Step with the Generation That’s Transforming the Way Business Is Done
Information Today, Inc. (May 1, 2011) | Michelle Manafy (Editor), Heidi Gautschi (Editor)

As a business you may be looking at the millennial generation  and wondering if your existing methods of communicating will work for them. This is a generation that has grown up connected and get a lot of information online. I wrote a chapter for this book which is available for free download this week  at http://dancingwithdigitalnatives.com/ (Click Sample Chapter)

In Chapter 9 we talk about how marketing has changed. In a conversation that is quoted in the chapter  Rohit Bhargava  says ”When you grow up with instant access to the knowledge of the world. The implication for marketers is this… that content becomes so much more important because a ‘digital native’ can find it and share it with her entire network—including people older, like their parents. Not only are they more likely to be reachable online, but if you’re not offering your content to them in that way, you’re missing a huge opportunity”you actually become much better at finding what you want.”

The main takeaway from this chapter is that “Engagement in social media is imperative for business today. Download the chapter http://dancingwithdigitalnatives.com/ or buy the book on Amazon.  Please give us your feedback here.

Editors and contributors to the book:

Michelle Manafy is the director of content for FreePint, Ltd., a publisher of sites and resources for the business information industry. She is also the chair of the Buying & Selling eContent conference.

Heidi Gautschi is the cofounder of L’ACTE International Research Group, where she analyzes the relationship between society and communication technology

Contributors to this book include the editors, as well as Mary Ann Bell, Shashi Bellamkonda (me) , Sarah Bryans Bongey, Jami L. Carlacio, Albert M. Erisman, Brynn Evans, Susan Evans, Lance Heidig, David Hubbard, Richard Hull, Marshall Lager, Christa M. Miller, Emilie Moreau, Carolina M. Reid, Michael Russell, Peggy Anne Salz, Arana Shapiro, Dan Schawbel, Rebecca Rufo-Tepper, and Robert J. Torres.

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