Whether one works for Nike or in a library, it is tough to attract an audience. That is where smart marketing can make all the difference. Even though libraries do not have millions of dollars to spend on slick Madison Avenue ad campaigns to entice today's teens, librarians do have access to the media that kids love, and that is a great place to start. Before considering the best strategies to attract Generation Y, however, it is essential to understand how its members use social media, like blogs, social networking sites, virtual worlds, and podcasts. In this article, the author shares some of the lessons she has learned from studying young peoples' online habits, helping to launch a number of successful Web sites and TV properties for teens and twenty-somethings, and founding a blog about youth culture for media and marketing pros.