What the Gen X social media gap means for brands

There’s little strong social/digital talent between the ages of 30 and 45. That doesn’t bode well for corporate America.

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That’s good news for me, I guess. I’m 40 and fall right in the Gen X sweet spot. I have 18-plus years of experience in the corporate and agency worlds in marketing and communications, and four to five years of experience with social/digital. The only problem: I’m not looking for a corporate or agency job.

But, I continue to see a lack of talent at the mid- to senior-levels in the social/digital arena.

Why do I say this? I get emails from friends/colleagues around Minneapolis/St. Paul and they’re all looking for the same person: A mid- to senior-level digital/social media counselor/director with deep experience in marketing and some experience in digital/social.

They don’t exist, at least not in big numbers. That has huge consequences for corporate America. Here’s why:

Kids may be leading your social media work.

I’m not saying this as a blanket statement, because obviously it’s not true across the board. But, more often than not, the teams I’ve seen pulled together by big and small agencies are built with junior-level talent.

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