How Twitter Could Solve NBC’s Olympic “Millennials” Problem

Full disclosure: This smart, constructive LinkedIn piece was written by my former protege, so I’ve got a bias towards her viewpoints.

That said, Kristina Eastham was my protege precisely because I found her smarter, more perceptive and less narcissistic than anybody else of her age. if you give it a read, you’ll find this column embodies the best aspects of what we want from the Millennial generation: It’s critical, recognizes a problem, but instead of just complaining, offers a solution.

There was a good bit of controversy around the 2016 Olympics, but if there was one thing that pretty much everybody could agree on, it was that NBC’s coverage sucked bad. And since every corporate failure (ratings were down nearly 20% from London 2012) needs a scapegoat, the network has trained its bullseye on Millennials, who, in the words of NBCUniversal CEO Steve Burke, “had been in a Facebook bubble or a Snapchat bubble” and didn’t even know the Olympics were taking place.

Beyond the scary obliviousness that anybody in a powerful corporate media role would think people on Facebook and Snapchat weren’t getting Olympics news, pictures and video relentless pushed at them, the general condescension that undergirds the comment is insulting. 

Fortunately, Kristina’s response is canny and constructive without being condescending, idealistic without being naive. It offers a new perspective and direction through social media, Twitter particularly, that keeps both profit and service at the front of its advice.

In short, the LinkedIn piece suggests content owners work with Twitter to provide pay-for-content media options, opening up an entirely fresh way to share and spread experiences -- whether the Olympics, Super Bowl, Oscars, or other highly coveted event.

So give this a read. And if you know anybody at NBC or Twitter, pass it on.