Facebook, Youth and Marketing.

"Ditch Facebook, try new platforms" reads the heading of an editorial on the University of Rochester's newspaper, the Campus Times. And the articles begins: "Facebook has lost its cool factor".

Ouch. 

As a communication vehicle for the undergrad population, this newspaper's topics and views often strive far from what interests older students like myself, yet it offers an informal means to gauge trends among the younger population...including calls to "ditch" Facebook.

The article was an instant reminder of conversations with my summer internship manager, Brenna Phelan, at The NPD Group, where she talked about her college-bound daughter's disregard for Facebook and preference for Twitter instead.
Interestingly enough, on the opposite end of New York State, the anti-Facebook call from UR college students offers some very similar and highly intuitive arguments against The Network:

• Facebook is looking more like the type of Corporate America behemoth that bloats itself with acquisitions, increasingly commanding youth's disdain. 
• Parents and grandparents are all over Facebook, and that is not very appealing at all.
• Facebook's latest mission statement notoriously leaves out any mentions of the youth population that made it popular, and vaguely refers to its target users as "people".
• Facebook is not as simple and uncomplicated to use anymore as newer platforms like Instagram and Tumblr who feature uncluttered newsfeed. Clinging to Facebook is "inane".

I guess this article just means more headaches for marketers, or is it a relief? Reaching younger consumers through Facebook has been quite the thankless task which might as well be put to rest.
The ever elusive youth remains a fast-moving and unpredictable target (as it should), and the challenge to connect with it is still far from gone.
Bring it on...