Originally posted to Online Marketing Performance by Scott McAndrew on June 25, 2009

There’s a recent study that came out regarding Millennials and social meda that is causing a considerable amount of speculation and interpretation.  The study, released by the Participatory Marketing Network, shows that while Millennials are active participants in social media in general, what they aren’t is all that interested in media darling Twitter.

The study, which questioned 200 panel members between the ages of 18 and 24, reported that while 99 percent of respondents have a profile on a social networking site that only 22 percent of the group say they use Twitter.

While there’s a barrage of articles speculating on why, I personally don’t find this to be all that surprising.  Considering the nature of the networks, and the Millennials themselves, Facebook makes sense.  Twitter does not.

High on the list of Millennials core values are authenticity and transparency.  And, what do Millennials utilize social networks for?  To build and nurture relationships.  Stopping right there the preference toward Facebook over Twitter seems obvious.

On Twitter, you can hide behind a profile and be anyone you want to be.  Don’t want people to know who you really are?  Open a GMail account and sign up.  Create your fake bio and go for it.  Parade around as whomever you want and say whatever you want.  If things don’t work out, start over.

Facebook couldn’t be more different. Facebook is decidedly focused on creating a network of people, not profiles.  While it is possible to make it through the registration process with a made up name and empty bio, what’s next? Its akin to showing up at a black-tie party in a bozo the clown suit.  You’ll definitely find yourself short on friends let alone interaction.

In terms of servicing their users, Facebook also aligns more closely with Millennials needs than Twitter does.  Twitter is a simple messaging platform that allows the broadcast and receipt of 140 character messages.  Yes, Twitter has utility.  One utility.  It does one thing, and not especially well.

Facebook’s offering provides a far richer set of tools, allowing members to interact in a far more dimensional context.  Twitter is a simple messaging system, and not one that Millennials have much of a need for in its current form.

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