Schoolies and connecting via social media

Schoolies week, the rite of passage among the majority of Australian year 12 students. 

Over the years schoolies has remained unchanged in part as well as having evolved. The Gold Coast is still as popular a destination as ever with large dedicated beach parties and other ’quieter’ locations such as Byron Bay are becoming increasingly popular.  

So what does schoolies offer? What is its appeal? A chance to express one’s self, meeting new people, hanging out with friends, dancing the nights away, chillaxing by the pool or beach, drinking alcohol or possibly even experimenting with drugs? 

Adding to the experience of schoolies are social media pages. Facebook has a number of dedicated pages and groups.

One page is by schoolies.com with over 5 000 fans. Not only are students sharing their excitement for their impending break, but they are already organising events among other students who will be going to the same destination by creating groups – which means it is likely they will have already made friends with likeminded people before they arrive.

 

Another schoolies page, with fewer fans, is by the official National Schoolies Week website. This page has in excess of 1 300 fans and is aimed at keeping its followers up to date by providing them with links to the official website and the national forum. It also keeps its followers abreast of news and current affairs surrounding schoolies, such as articles by news.com.au: ‘A fake ID racket run by teenagers has been busted’.

 

Facebook has been much more successful than Twitter in creating an online community for schoolies. There are six dedicated schoolies pages on Twitter with the largest follower base for one only being 200 – further reinforcing the fact that Twitter is not being heavily utilised by this demographic.

 

 

Planning for the future is important – there are pages and groups on Facebook leading up to schoolies 2014 (for kids who only started school in 2002, which means they are currently in year 7 (12 or 13 year olds). Although the group is labelled to be ‘just for fun’ it does make you wonder, what kind of event will schoolies be by 2014? They have 5 whole years to plan!

For many year 12 students, schoolies gives them the chance to be an individual, and for some, to express themselves without the presence of parents for the first time. There are no more rules, no deadlines with school assignments, no set times that you have to be at school, there are no more high school exams.  For some it is the chance to distinguish oneself even further by cutting or dying hair, getting a piecing or even a tattoo.

 

What this all means is that students are seeking freedom and escapism. For some, while at school, they believe schoolies is the only way this can be achieved. It is something they strive for and dream about.

Connecting with the youth of today through somatic identities, by tapping into what they are feeling and their belief system will enable your brand, website, packaging or even advertising  to connect with youth on an emotional level – which can only lead to positive associations and growth.  

On the schoolies.com Facebook fan page, a casting agent is searching for 18 year olds to film a reality show on the Gold Coast during schoolies week 2009. Those interested may be described as a ‘Rolling Wave’ (somatic identities described at www.marketingsomatics.com).

Somatic identities are highly relevant to all aspects of design – websites, pack, point of sale, creative advertising as well as brand identity. Furthermore, it has potential relevance in direct selling on and off line.