It is no surprise that Millennials are actively engaged with social media and that brands must consider their social media strategy, particularly as they target this age group, but what does this mean specifically for retailers?
The chart below provides a visual to help understand how the millennials (Ages 18-24) use social media, as compared with all social media users. 
(Source: NetBase)
Based on a research study in May 2013, NetBase, a socialintelligence company, was able determine the following statistics:
- 80% of millennialsuse social media “several times a day”
- 83% of 18-24-year-olds consult at least one social platform before purchasing in at least one fashion category
- 28% are “social shoppers” whose buying is influenced by their brands and products theirfriends use
What does this mean for retailers? In today’s consumer society, it will benefit nearly every brand to have asocial media presence. For retailers thatare specifically seeking to reach Millennials, they must engage on social media platforms. It is no longer just about having a social media presence, it is about utilizing and managing it in a way that builds awareness and relationships with customers to encourage purchase behavior.
Social Media allows brands toengage with users in two way communication, so don’t just use it, use it right! Understand which social media platforms youraudience use most. Encourage users to share their ideas. Ask for feedback and opinions. Promoting sharing and offer rewards for this behavior.
Word of mouth is powerful — getting involved in social media helps retailers gain power over what is being said about the brand. What do you want to say about your brand? What do you want your audience to say about your brand? Which retail brands do you think best engage with Millennials?
Forward Thinking 