"Don't subtweet your homies."
That was the line Billy Parks, Chernin Group VP-digital production and programming, delivered to Ad Age Digital Conference San Francisco on Tuesday as he tried to get across how specific the language of millennials is -- and how foreign it can sound to marketers.,
The line,was culled from an episode of "Summer Break," a recent all-digital Chernin Group reality show that followed a group of teenagers during their last summer before college, posting their activities on YouTube, Twitter, Instagram and Tumblr. And for the unitiated, a "subtweet" is a post on Twitter that refers to someone but not by name -- often in a negative way.
Mr. Parks pulled a few pointers from his talk in the video below.