Check out this article. What you will see is a brief but poignant explication of how different generations join online tribes. Tribes, you will learn, are not just about shared interests but about shared experiences. Tribes are very powerful ways for brands to unite with their customers, and far more useful than demographics for teasing out meaningful market segments. While Facebook is not surprisingly the reservation on which tribes across age categories most frequently roam, other lesser known social media vary in their attractiveness by demographic group. What does all this mean to the astute marketer? Simple (?). Your brand’s success will increasingly, and non-trivially, depend upon your crafting a strategically elegant “tribe strategy.” Bottom Line. Homework assignment. Think long and hard about how the words “tribe strategy” apply to your brand, and promise that you will keep this concept front and center in your mind as we march into 2017.