A useful presentation by MTV on the relationship between youth and social media. One statement I found particularly intriguing is ‘Content will be spread virally within’ (social networks). Young people today spend a lot of their time online and brands that hope to target this ever-expanding segment (a large percentage of the ‘tiger economy‘ BRIC countries is under the age of 25, for example), will need to tailor their advertising in ways that appeal to them. They want to be in control of their content, whether this is through widgets or blogs. Brands that listen to them, as in the way Ernst & Young is reaching out to fresh graduates they hope to recruit through their Facebook group, have a better chance of gaining and keeping their respect than those that don’t. I’m not saying Facebook is the only way to go. What I’m saying is, keep this in mind when strategies for youth-oriented brands are created in-house. It’s easy to forget sometimes.