The generations preceding it are digital immigrants. Most can remember a time when the internet didn’t even exist, meaning that old-school marketing techniques worked on them.  If those conventions are thrown out of the window when we’re dealing with people for whom the internet is a way of life, then what are we left to use?

Related: 41 Percent of Gen Z-ers Plan to Become Entrepreneurs (Infographic)

The easiest case to point towards is Wendy’s. Its approach isn’t typical of a social media campaign on account of the brand’s already massive awareness, but it can be helpful to study all the same. Wendy’s hired a social media manager to run its online presence, namely Twitter. This manager, while not strictly Gen Z, understood the internet, understood the language and the culture. She used her already established personality to excel Wendy’s online presence into the stratosphere, making it one of the most recognized and respected accounts on the internet.