DoSomething CEO: Want to Reach Teens? Text Them [VIDEO]

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If you want to reach teenagers, you're still better off sending a text message, said Nancy Lublin, CEO of DoSomething.org in an interview at the World Economic Forum in Davos, Switzerland. Lublin was interviewed by Randi Zuckerberg of RtoZ Media as part of Mashable and Scribd's Documented@Davos series.

Lublin is also the "Chief Old Person" of DoSomething, a site that registers teenagers and connects them with volunteer opportunities. She says that the "open rate" for texts received by teens is 100%, and that they have a much stronger reach in urban and minority communities than any other technology.

"The only sticking point for texts is it's still not a social technology," Lublin said. "It's very hard to grow."

She said that texting, paired with the authenticity of social media, has allowed DoSomething to grow its membership of highly engaged individuals. Lublin said she actually tweets from the DoSomething official Twitter account.

"I think it's important for our followers to have an authentic relationship with someone in the organization who is making decisions," Lublin said. "A lot of people have hired someone to run social media, and siloed it."

Watch the rest of the interview with Lublin above, and tell us what you think in the comments.

Documented@Davos

Mashable is working with Scribd on a program called Documented@Davos, where we’ll be interviewing young leaders, technology pioneers and forward-thinking organizations to share the important issues being discussed at Davos with everyone online. You can follow along with the hashtag #DavosDocs.

Here's the lineup of leaders who will be interviewed for Documented@Davos:

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