Media organizations are still working out their best practices for reaching millennials, our panel concluded.

“It’s one of the most exciting things about right now,” CBSNews.com senior executive producer Nancy Lane said. “It’s like, we’re all going to try different stuff. That idea that you learned in all those management classes? Try it, throw it up against the wall, see what sticks? We’re really having to live it in real time.”

Whatever changes organizations make, though, require a coordinated effort between the newsroom and other parts of the business. Mixed messages will confuse audiences young and old, and likely contract — rather than expand — your customer base.

Also make sure to develop a consistent brand voice across all of your distribution channels, one of which must be social media. Facebook, Twitter and others are not only places for your content to live, but also avenues for listening and learning about your established and desired audiences.

“The most sophisticated use of social that we see is publishers watching the conversation that’s occurring in social in certain areas, in certain topics, and then creating content that fits the conversation,” said Tom Rosenstiel, executive director of the American Press Institute.

For those organizations that are struggling to come up with successful marketing strategies, they can take cues from others who cater well to millennials.

Said Megan Hess, an associate editor at Mashable: “I think we’re really just scratching the surface.”

To see each panelist’s perspective, click here.

Jake Kreinberg

Jake is the text and multimedia product manager at The Associated Press and the former editor of Insights. He previously covered college sports as a reporter for AP and helped design its multi-year strategic plan. Have feedback about the blog? Contact us at insights@ap.org.