Connecting With Generation Z Through Social Media

Introduction

When it comes to Generation Z’s participation in higher education, few topics receive as much attention as their use of social media. However, much of the focus rests on marketing to Generation Z through social media (e.g. Patel, 2017a). Tips for marketing and lists of social media habits/traits are useful in painting a picture of the prevalence of social media in the lives of the members of Generation Z. It certainly makes sense to focus on social media use by Generation Z. Study results have shown that 98 percent of college students utilize social media (Griffin, 2015). Not only do members of Generation Z utilize social media, but it is also part of their daily lives, with 76 percent of adults age 18-29 checking Facebook at least once per day (Greenwood, Parrin, & Duggan, 2016).

The connectedness of Generation Z carries assumptions about their technological abilities. Although they are generally comfortable with technology, their tech acumen is likely limited (Parker, 2015). Some refer to members of Generation Z as “digital natives,” a term that suggests that because of the omnipresence of technology in their lives from birth, that they are naturally skilled and competent with many, if not all, forms of technology (Kirschner & Bruyckere, 2017). However, this assumption is a myth, which can result in short-changing development (Kirschner & Bruyckere, 2017). The purpose of this chapter is to offer strategies for higher education professionals in connecting with members of Generation Z through social media, and the potential for other Web 2.0 technologies.

Background

In order to dig into perspectives and strategies to connect with members of Generation Z through social media, a few things need to happen. It is important to clarify how the author frames Generation Z. From there, the author offers perspectives on the current state of social media, and they ways in which members of Generation Z utilize and connect through it. That discussion of social media helps provide a backdrop to discuss a study looking at how higher education professionals live their digital lives, and subsequently approach connecting with students on social media. The author uses the findings from the study to help frame strategies for connecting with members of Generation Z through social media. Finally, the chapter wraps-up with some implications for practice; in other words, some helpful tidbits higher education professionals should keep in mind.