Merchants of Cool and Generation Like

While watching the first documentary, Merchants of Cool, initially, I may have missed the point. Most of it was pure nostalgia for me, as I was a teenager at the time they discussed. My mind simply kept shouting, "Britney Spears! TRL! Dawson's Creek!" I would take the bus home from school and hope I would make it in time to see TRL every day. But thinking about it some time later I could see it as more than just a quick and non comprehensive recap of my teen years.

Merchants of Cool and Generation Like are the same documentary, simply covering two different times. The biggest change between the two is the swift addition of technology. And having been a teen during the early 2000s, I can say that the technology kicked in for myself and my friends around 2003 with the use of LiveJournal, and a few years later with FaceBook, once we obtained the coveted .edu email address we then needed in order to even create and account. 

There will always be a way to reach teens, and determine their likes or dislikes. Marketers use that to their advantage and direct things to teens in order to make a profit without the teens always realizing how they are being used. One of the biggest things in Merchants of Cool was the notion that celebrities could be used to market towards teens indirectly through a concert on MTV that was set up by Sprite and doused in Sprite related gear. This happens now on social media. Celebrities endorse products by holding them in an Instgram picture, or liking a brand's status on Facebook. Or even by just posting a picture of a brand's products. (See: Kerry Washington, Instagram, Neutrogena) Note that Ms. Washington did not state that this post was an ad, but the caption reads like one, and can make an impression on a teens. While on the other hand celebrities such as Kelly Ripa (who may not be marketing to teens, but to parents works in this instance as an example for social media marketing) uses #ad in her Tweet to denote that it is in fact something is being paid to post about rather than it just being her own personal preference. (See: Kelly Ripa, Twitter, Jif). 

Though no longer a teen, I know and use the social media apps mentioned in Generation Like.I know all about teens and 20 somethings that put themselves out there on YouTube, and am aware that nearly every third post on my Instagram feed is labeled "sponsored."I've seen both eras of marketing and advertising. And I can say that I prefer the efforts of the late 90s and early 2000s to the constant barrage of ads that are on social media today - whether they are clearly an ad or a subtly mention of a product by a self-made "social media star." 

Not working directly in marketing, does not mean that librarians don't have to make an effort to market things to teens. What do we think we're doing when suggesting books or movies or anything when teens come into out libraries? We're marketing materials to teens without actually noticing! When we interviewed teens about various things, we were doing our own "market research." 

So yes, both of these documentaries can inform an interview with a teen, give a context to the path the interview takes. But as librarians we've already done this! We are aware that teens now are glued to social media - that's how we reach many of them and bring them in. We are advertising the library, it's program, an our materials. Can we go as far as television ads or MTV did in the 90s or as far as various companies and "social media stars" do now? Not at all. Many of their tactics are not appropriate to the library, but we can create our own. Knowing that social media is the way to reach teens is the first step. 

Further Reading:

Jezebel - Here's How Much Celebrities Make in the Instagram Product Placement Machine

Jezebel - The Big Bad World of Products Celebrities Promote on Instagram

Teen Interviews

Recently I spoke with two teenage girls from a small Long Island community regarding their interests, social media preferences, and why they visit the library. Both teens are girls that have spent their entire lives in this community, one attending a Catholic high school (age 15), the other in public middle school (age 14). Some of their responses were similar though for the most part they differed enough to gain insight on the different interests of teens that may visit the teen department.

• Both girls frequent the library because it is not their home but feels enough like home for them to be comfortable. They come in to read, do school work, or just hang out. Comfort is a key factor in bringing in teens. If a teen feels uncomfortable or out of place they most likely will not return. Nice seating, an area just for them, a welcoming but not overbearing environment - these could assist in making teens feel more comfortable in a library, particularly if they have not visited frequently in the past. 
• A varied collection is a good collection. Each teen interviewed prefers to read different types of books for different reasons. 1 teen prefers realistic fiction with character she can love, while the other will read any genre so long as it challenges her mind. This is further proof that a teen collection must cover a range of genres and reading levels to both challenge teens and provide them with things they enjoy. 
• Multiple programs allow teens to pursue their interests, learn something new, and relax. 1 teen I spoke with likes to attend program with a specific end goal. She wants the structure, while the other girl would rather attend an unstructured program that permits her time to take a break from her rigid school and extra curricular activities. By offering multiple programs teens can find one that meets their needs or exposes them to something new. 
• Social media is an easy way to reach teens - but they don't use Facebook anymore! Neither teen has a Facebook account, but both use Instagram among other apps. Having a teen department or general library account on various social media accounts is a great way to promote programs and reach teens that may not be aware of what the library has to offer, plus it keeps teen regulars updated about any upcoming events. A good time to make posts is right before school lets out, many teens check their phones once class is done and they will see your updates.
• Teens of various stress levels and busy schedules visit the library. One of the girls I spoke to is very laid back an does not overwhelm herself schedule wise, rather she does a few sports and clubs and focuses solely on those. The other girl has something scheduled for every day after school plus Sundays. She has everything planned out and wants her life to follow a specific plan. Having a space where they can both do work and relax is important. Having materials they want to see and programs they want to attend will keep them coming back. 

Knowing what teens like is imperative to maintaining a good Young Adult Department.