Social brands are very good at personalization. My research into audiences between the ages of 22 and 30 proves that the more socially networked they are, the more they’ll expect to be able to personalize the experience. Being treated as an individual, in fact, is the foundation for community. Facebook epitomizes this. A great way to engage a Millennial audience and achieve a more personalized experience is to create a means for participation.
Cultural institutions struggle with this. Perhaps it’s because they are content–centric, not user-centric. I uncovered several exciting examples of ways to use content to invite participation by talking with people managing social brands of all sizes and stripes.
I share the secrets I learned in Tipping the Culture, a free eBook based on research sponsored by the Doris Duke Charitable Foundation. Download the chapter on building participation platforms.