- Content Marketing
When Your Customers Become Your Contributors: Brand Journalism Meets TraditionalGoogle Is Changing the Close Variant Matching Option in AdWordsBefore You Invest in Online Advertising, Do This!Native Advertising: The New New Thing or a Race to the Bottom? [VIDEO]
Technology & Data
Data and Creativity at the Social Shake Up: Defining Your Data-Driven Social CampaignTalking Strategy and Data with Shannon Lee of Precision StrategiesNew IBM Study Reveals 3 Key Characteristics of the Most Successful CompaniesMinority Report: Confronting Privacy Issues in Big Data Gathering
- Tech & Innovation
- marketing automation
- Social Tools
Social Change Agent Survey: Passion, Skill Set, and Persistence Lead to Career Growth#SocBizShakeUp: Sandy Carter at The Social Shake-UpThe Social Shake-Up: How CMOs Drive Innovation and Revenue GrowthOracle CEO Larry Ellison Takes New Role: What Does It Really Mean?
Study Shows SMBs in 5 UK Industries are Ready to Take on Social Media MarketingIs Your Small Business Doing Content Marketing Wrong?5 Free and Effective Social Media Tools Perfect for Small BusinessesWhat's on Our Bookshelves? Great Reads for Small Business Owners and Entrepreneurs
- Social Organization
Recap from the First-Ever Employee Advocacy SummitFormer IBM Senior Advisors Launch Brands Rising to Build Employee Advocacy ProgramsPerformance and Risk Management Through Social Media TrainingEmployee Advocacy Summit: Advocate Stories from the Field
- Customer Service
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Why Katy Perry New Music Video "Roar" Reveals Millennials' Digital Behaviors
Posted on August 14th 2013
"Roar," the latest music video by Katy Perry, has a massive buzz. It shows a day-long WhatsApp group chat between the star and her friends. It also offers interesting insights into millennial culture.
YOLO Attitude: You Only Live Once and You Want to Show It
The music video starts with a Vine-like sequence of a lotus flower tattoo on Katy Perry right wrist. This symbol relates to a new beginning after her divorce from Russel Brand (the song is all about roaring again). Tattoos have become very mainstream among millennials: they function like milestones on our Facebook timeline. Tattoos are tangible proof of our achievements. The phenomenon is booming; in the US, 36% of 18-25 have at least one tattoo.
In her paper "An Ironic Fad: The Commoditification and Consumption of Tattoos," Mary Kosut says "the permanence of tattoos contributes to their allure and cultural signiﬁcance."
There's a strong tie between digital objects which set up our real identity among our peers (the style of our blog, the tone of voice of our tweets, etc.) and the tattoo phenomenon: after all, a tattoo is an external proof of a potentially deep inner story, shareable if the owner wants to, but also visible to random viewers.
Daily-telling: A Personal Story Built Upon Sharing with Others
Parents used to be skeptical when their children spent hours on phones with their friends, because the phone was a technology that allowed young people to have a culture that was private from their parents, even though it was in the home. Now, the phenomenon has gone even further with texting and chatting.
As teenagers use these technology, they are making a record of their culture. Their billions of impressions are now permanent, can be archived, accessed later. It's a fundamental shift: millennials could be the first generation to have a recorded personal history. In Katy Perry's music video, it's all about this on-going daily-telling. It is a online conversation that shapes habits, codes, and norms.
Most social media conversations are limited to tiny groups of users or chatters, but they are not completely closed. Instead there are millions of interconneccted clusters that allow ideas to spreads from one group of people to another.