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Jenny Mirken

Member since May 2005

  • None
  • 02132 USA

Articles by Jenny All articles by Jenny

  • Here Comes Generation Alpha in MediaDailyNews on 10/23/2018

    While marketers are just starting to understand Generation Z (born between 1996 and 2009), we need to prepare for Generation Alpha, those born after 2010.

Comments by Jenny All comments by Jenny

  • Welcoming Re-Humanization Of Brand, Customer Experience by Cory Treffiletti (Media Insider on 05/05/2021)

    Great article. I think nobody melds physical and digital better than Starbucks. For me, the barista has remained a constant -- and a constant positive -- throughout the pandemic. Sure, I can't sit at a table or work out of my local Starbucks, but I still see the same friendly (masked) faces in person while having all the efficiencies of digital ordering and payment. My loyalty to Starbucks does run deep - I relead my loyalty card monthly. I honestly don't like when salespeople are too chummy and hope they don't overdo the re-humanization - I mean, I still remember how to shop in person! (I think.)

  • Looking At The World Through Zuckerberg-Colored Glasses by Gord Hotchkiss (Media Insider on 12/15/2020)

    I always felt like Zuck confused Facebook and the Internet. Like he wished he had invented the Internet and its ability to make the world "more open and connected." You didn't do that, Mark. You invented one service that sits on top of the Internet. And it's the largest influence organization in human history, second only, I'd argue, to the Catholic Church. I absolutely agree Facebook needs to be broken up, geographically, and run by Country Managers. There should not be a group of privileged Americans in one tiny, progressive corner of America, making decisions that affect people all over the world. Thanks for the great article!

  • FTC Fine Teaches TikTok The Wrong Lesson by Kaila Colbin (Media Insider on 03/01/2019)

    As the founder of a now dormant kids' mobile platform,, I concur with the gist of this article that COPPA -- and the FTC -- are out of step with today's tech and young users. I'd go even further, and I know this will sound radical, to say that I wish we hadn't done so much at my company to adhere to COPPA when building our platform. Not because I don't think protecting kids is important, but because I don't think personal accounts for kids are important. Kids are sponges, not spigots. They want to ingest content, not post it to the world. (Well, they may say they do but what they mean is they want to be discovered on YouTube and become a megastar, but they can also live without that.) The four most important pieces of data about U13 users -- age, gender, location and context -- are not considered PII by the FTC and, therefore, are not regulated. You can learn a lot -- enough! -- about kids and never create a single personal profile. Netflix is a great example of a service that encourages kids to "have" accounts but they aren't personalized. An even better example -- TV! Content drives the targeting of other content (even ads) and that's ok. Kids like ads, it's how they learn about things. Why were we all so determined to create a hyper personalized experience for kids??? I regret going down that path. If a kid wants to share content with their social circle (circle being way smaller than a network, which is the case here), they can use iMessage or the Android equivalent. They can "bump" or "shake" content to a nearby device, proving actual familiarity with the recipient. I could go on forever but I'll leave it there for now. Suffice to say I have learned a lot, as have others like Kaila, and we should keep working to serve this incredibly important and influential audience since they won't be going analog anytime soon.

  • A Visit to Sam's Club Now: Mobile, Cashier-less Experience by Glenn Geller (Marketing Insider on 01/09/2019)

    Very interesting. Can I ask what time of day and what day of the week you visited? You mentioned the lack of music - did you find that to be a positive or a negative? 

  • FTC Urged To Investigate Facebook Messaging Service For Children by Wendy Davis (Digital News Daily on 10/05/2018)

    Messenger Kids is just another messaging tool for kids. No better than iMessage, and, I'm guessing, much less popular. Using Facebook accounts to verify parental identity is questionable, yes, but it sounds like the FTC was working closely with Facebook from the get-go. (Hmmmm...) As the founder of a kids mobile platform,, I'd say messengers have limited appeal or value to kids anyway. What really matters is content. I see kids as sponges, not spigots. They want to take the world in, connect to the people, brands and causes they love, and discover new things. Let's focus on building THAT. COPPA is a great guide for a safe way to build kids' digital products, but, at the end of the day, it does little to benefit the actual users - kids. Keep them safe, always! But let's not get too distracted by a complicated and inflexible regulation, or a behemoth media company, and think more about how Generation Alpha -- the incoming, transformational cohort of U13 users -- will use digital. Plenty of hard work to be done there.

  • Can Curated Conversations Save Civil Web Discussion? by Steven Rosenbaum (Media Insider on 06/25/2018)

    Great article, thanks! As the founder and CPO of a kids' social platform,, I have probably thought about this issue as much as anyone. We did two things on our platform to protect users and foster positive interactions, features that I believe could translate well to grownup products, especially Twitter: 1) No comments. Why are they necessary? For kids, we removed comments bc we could not guarantee that kids wouldn't reveal identifying, therefore risky, information in their public posts. For grownups, I feel like comments are just noise when it's the account owner's content/perspective/opinion I'm following. If someone interests you, follow them. See what they say, engage with their posts directly, re-post their posts even. Comments have become the playground of amateurs, bullies and fame-seekers. 2) Also, on Jet, we only show the number of post likes TO THE POSTER. This helps diminish peer pressure on kids around the number of likes they get, but, more importantly, encourages them to post more! They take more risks being creative, goofy and silly because they aren't publicly judged for their content. I like that Twitter and Instagram are places for pundits and media outlets and celebrities and tastemakers to instantly share their lives and thoughts with the rest of us. I just think we can keep the interaction more about ME and YOU without all the noise of the peanut gallery. If it's a good idea for kids, chances are it's the higher ideal for everyone. (By the way, both of these Jet features came from conversations with kids about what THEY wanted in a better platform.)

  • Digital Natives Are Changing News Reporting, And That's A Good Thing by Elizabeth Hellman (Engage:Teens on 02/02/2017)

    Great article, Elizabeth! Thank you for covering this topic. It seems like every kid nowadays is adept at using their device cameras -- combining to form a many-million strong, field-reporting force. Our app,, is built for just these kids. Only we don't call our U13s "digital natives," we call them "mobile natives," as they were born into a tap-tap-tap world rather than simply a click one. Kids are hungry for first-person, unfiltered evidence of the world around them. We've just signed up a large Boston suburb as one of our first Verified Accounts. Its innovative mayor and communications team are anxious for a platform to share and gather a (protected) view into the daily lives of their U13 residents. Kids' voices are too important not to be welcomed, heard and catalogued, and it's time mobile media got the message.

  • Social Net For Tweens, ',' Launches by Erik Sass (The Social Graf on 09/29/2016)

    Thanks so much for the article, Erik! We are very excited to begin talking with brands, causes and celebrities interested in reaching a verified, U13 audience and driving young fans onto the platform. Today's kids are mobile first and need a place to be themselves so they can finally engage with content they love. Thanks, again! - Jenny Mirken, CEO and founder,

  • L.L.Bean Goes Mobile With 'Moosentration' by Tanya Gazdik (Marketing Daily on 07/30/2009)

    i hope they didn't spend too much money on this as it will likely fade into obscurity soon. apps should be either useful or entertaining - this seems like neither. ugh... sorry llbean - i am usually a big fan!

  • Marketers Like Social Media for Direct Marketing by Jack Loechner (Research Brief on 06/24/2009)

    i think it's important to note that the tone and subject matter of social media marketing can be very different than those of email. social media marketing - through twitter, fb, blogs, etc. - should be daily, even multiple times a day, and should feel more conversational and offer daily value to recipients (e.g. hot deal of the day or a response to a news item). emails, on the other hand, can be more produced and contain multiple messages, graphics, etc. if your company doesn't have something valuable to say daily or in a conversational way, then either tweak your strategy so you do, or stay out of social media.

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