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There’s never one surefire way to accomplish a task. But, consider this…
Twitter has been alive and kicking since 2006. Thanks to some big brands joining and a few other newsworthy events (i.e. the World Series), it broke to the middle of the bleeding edge in early 2008; two years after it launched. But, in terms of usage, Twitter is having trouble breaking the bleeding edge let alone into the mainstream.
The key to breaking that edge? Reach the Greek Community.
Think about it. The college generation is the only age group still susceptible enough to peer pressure and around large and diverse enough groups of peers for them to take something mainstream. In addition, whether the college has a strong focus on Greek Life or Student Government, every campus has a large, outspoken group of students that have the ability to quickly reach thousands. Not only are these groups opinionated, but they also have an unspoken pact to support worthwhile activities of other members. Hence, whether peers “get it” or not, they’ll still join and they’re malleable enough that they quickly will get it.
The change that the bleeding edge envisions? It’s not going to happen with older generations; it’s too “hard” to incorporate it into their lives. It’s going to happen with the generation that’s headed to college. They are the generation large and powerful enough to take something past the bleeding edge. The key to reaching that generation? Start with the leaders. Start with the Greeks.
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