Connecting with Generation Y

In order to understand the future of libraries, we must first understand the patrons of the future. Our textbook does a nice job describing the types of media that are increasing in usage (Internet and video games) and decreasing in usage (newspapers, books, and magazines) (Rubin, 2004, p. 9). However, Rubin does not talk much about the characteristics of the patrons using these media. In the field of library science, it is just as important to understand our users as it is to understand their media preferences. Therefore, I thought it would be valuable to study the people who will inevitably have an effect on the future of our libraries- Generation Y.
According to Perez (2008), author of “Why Gen Y is Going to Change the Web”, Generation Y is defined as current 13 to 31 year-olds-“the most digitally active generation yet, having been born plugged in.” Generation Y is different than older generations in that they are “web savvy multitaskers” who have grown up with digital devices as part of their daily lives.
One interesting fact about Gen Y to take into consideration when thinking about how to serve them in a library setting is, according to Perez (2008), “Gen Y cares about the world. They pay attention to politics, the economy, social causes, and environmental issues.” But interestingly enough, Gen Y don't get their news from traditional sources like newspapers or news magazines. Gen Y prefer getting their news online through sites like Yahoo! News or other sites available 24/7. (I can attest to this firsthand because I am part of Gen Y).
Another important characteristic of Gen Y to keep in mind is, “Gen Y tends to rely on their network of friends and their recommendations, not traditional ads” (Perez, 2008). If traditional means of advertising don't work, libraries must start to brainstorm alternate ways to market themselves. When considering alternatives librarians should be aware that “54% of Gen Y have used MySpace, Facebook, or some other social network” (Perez, 2008). Some libraries around the country are starting to catch on to ways that will attract Generation Y patrons. It is not uncommon for libraries to host gaming events for teens or to have their own library MySpace or Facebook pages. Many libraries now offer reference services online through chat services and instant messaging. But is this enough?
It's a start, but in order to relate to Gen Y and successfully promote libraries, librarians MUST have a stronger presence on the web. I recently read an article by Mary Ellen Bates that describes how Gen Y, or in her words “millenials,” have a tendency to assume that the answer to any question can be found on the web. She casts a negative shadow over this assumption and tells her readers that it is every information professionals' primary responsibility “to translate our information-seeking skills into the context of the Web 2.0 world” (Bates, 2007). While I don't think this is as bad of an assumption as Bates makes it out to be, I certainly agree with her point about the need to translate our information seeking-skills, or in other words, show Gen Y how these skills are relevant to them.
Julie Artman, the Information Services Librarian at Chapman University wrote a fantastic article about motivating and reaching out to millennials. She suggests a three-step process of brainstorming, implementing, and reviewing for librarians to use when considering new technologies and marketing strategies. She says, “No matter what new technology might come along, nothing replaces good old brainstorming” (p. 39). While brainstorming, she encourages librarians to listen to their colleagues, especially younger ones who may be able to relate closely with the Gen Y crowd because you never know when “new service possibilities could, ultimately, help your library reach more patrons.”
To end, I leave you with a point to ponder from Perez (2008), “Ignoring the voices of Gen Y is something you should do at your own peril, especially if you're a business looking to hire, a company selling a product, or an advertising firm trying to reach them.” The same applies for libraries trying to stay relevant in today's world.


References:

Artman, J. (2008). Motivate your millenials! Library Journal, 133(3), 39. Retrieved May 21, 2008, from Library, Information Science & Technology Abstracts (LISTA).

Bates, M.E. (2007). Can I Facebook that? Online, 31(5), 64. Retrieved May 21, 2008, from Library, Information Science & Technology Abstracts (LISTA).

Perez, S. (2008). Why Gen Y is going to change the web. Retrieved May 21, 2008, from
http://www.readwriteweb.com/archives/why_gen_y_is_going_to_change_the_web.php

Rubin, R. E. (2004). Foundations of library and information science (2nd ed.). New York: Neal-Schuman.