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Marketing and Motivating Boomers and Beyond

Posts Tagged ‘Facebook’

Which Social Networks are Boomers and Seniors Using Now?

Tuesday, January 7th, 2014

The Pew Internet & American Life Project kicked off their New Year’s celebration on December 30, popping the cork on a new report that details which social networks are used by baby boomers, seniors and other adults. The data reinforces Creating Results’ Social, Silver Surfers research showing that Facebook is the dominant platform for people over 50.

Per Pew, 73% of all American adults who use the Internet now also use social networking sites. Which social platforms are frequented by boomers (represented by the 50-64 year age group) and seniors (found in the 65+ group)?

Chart - percentage of online adults by age group using facebook, twitter, instagram, pinterest and linked in

(Click on the chart above for a larger, share-able image.) Pew’s report points out that use of Facebook by people over 65 increased 10 percentage points since 2012.

As we noted in Social, Silver Surfers, Creating Results’ new ebook on the digital practices and preferences of older adults,

“… we believe that if you had to choose only one social network for your mature marketing efforts it should be Facebook.

It’s clear from our survey and from documented usage patterns that Facebook is the 800 pound gorilla in the social networking zoo.

When it comes to unaided awareness, Facebook is thought of first, it is thought of the most. 85% of all respondents (even those who don’t use social networks at all) answered Facebook when asked to name platforms that they were familiar with.”

Our data showed a higher use of Instagram and LinkedIn by older social networkers, as the following table illustrates:

Chart - social networking platforms used by online adults over 40

Creating Results posed this query as an unaided question, so you’ll note that we discovered 70% of older adults see YouTube as a social platform. We also learned a significant number of elders see email as social. Don’t overlook these channels!

It’s a New Year, but it seems an “old” platform remains dominant for boomers and beyond. How will you apply this information to your digital marketing program? Please share your thoughts below.

Mature Marketing Links of the Week – 7/15/13

Monday, July 15th, 2013

Busy week ahead! Let’s dive right in to our round-up of links and resources useful to mature marketing pros.

1. MOST CLICKED: An interesting discussion on the average age of Facebook workers, begun by thought-leader Jeremiah Owyang. He posted:

“Am I too old to work at Facebook? Since the median age at Facebook is 28 (reports the NYT) and many start the workforce at 22, then 34 is considered one of the oldest ages at Facebook … This means I’m a few years older than some of the oldest, and would be considered elderly to the younger folks.”

The “elderly” Owyang was riffing off a New York Times article that looked at the ages of employees at successful tech companies. Only six of the 32 companies they surveyed had a median age greater than 35 years old; eight had a median employee age of 30 or younger. The technology companies with the “oldest” workers were B2B and were older companies themselves, organizations like Hewlett Packard (median age 41), IBM (median age 38) and Sony (median age 36).

The New York Times article cited an HR expert who said this age discrepancy was a function of skills, but several of Owyang’s Facebook followers took issue with that.

Snippet Facebook conversation re age of technology workers

“My brain might be getting full and bones might be a bit cracking, but my heart and passion say I’m a 20 something~ count me in!” wrote Susie Shulman Weitzman. “This might also explain why Facebook isn’t exactly scoring an A+ in execution. Lots of good ideas but not enough experience from other industries and sectors to fill the execution gap” wrote Olivier Blanchard.

My take is that Facebook and other companies are missing an opportunity when they hire so few older workers. Their business models are based on advertising; advertisers want people to buy their products; the people with discretionary income in the US are over 50. So those who sell advertising should better reflect the ultimate targets.

Why should readers of this mature marketing blog care about the age of tech workers? Because more and more the products / services they deliver are being incorporated into your marketing programs. If they don’t understand your customers and prospects, will they be able to help you succeed? Will you struggle to find 50+ user-friendly digital tools to help you meet your goals?

Read Owyang’s post & related comments: http://on.fb.me/16DOBWK

Read the NY Times article that sparked this all: http://nyti.ms/15fu380

What do you think? Share your comments below.

 

2. MOST COMMENTED: Customers are a marketing method if you’re smart, writes Christopher S. Penn in a post we shared on Twitter.

Photo: Liberty Healthcare and Rehabilitation Services

Photo: Liberty Healthcare and Rehabilitation Services

“Think about the oxymoron that is most companies’ customer service. It’s treated as a cost center in nearly every P&L statement at every company. How can we reduce costs? How can we get customers off the phone faster? How can we close cases faster? Then go look at a handful of companies’ Facebook pages and see what customers are saying. The ones who get that customers are not a cost, that customers are a marketing method, invest in the things that cost money and the results are strong word of mouth marketing and evangelism. The ones who don’t get it (hint: choose a telecom provider or an airline Facebook Page to look at) get lit up like a Christmas tree for their poor service.”

Several folks shared their thoughts and additional reading. @SMXchat wrote “as eksays customer service is the new PR; care about your customers & they do your marketing.” We tweeted back “How about seeing new PR as customer service? Provide relevant content that improves lives.” @cspenn himself said “Our friend jaybaer calls that Youtility.”

We’ve seen how customer service / Youtility is particularly effective in marketing to older adults, because seniors reward brands that make their lives easier. Ask any successful senior living organization how important referrals are and you’ll see the ROI.

Read Penn’s post: http://bit.ly/16DPXkq

Read Jay Baer’s post on Youtility: http://bit.ly/13Kl6HR

Read an eksays post which includes customer expectations for response times in social media (HINT: now!): http://bit.ly/18Y3MjQ

 

Let us know what you think below. Happy Monday!

TV and Newspapers Trump Social Networks for Influence on Seniors

Wednesday, June 27th, 2012

What timing. The same day that Senior Housing News posed the question “Is Facebook the New Frontier for Marketing Retirement Communities to Seniors?” the Center for Media Research shared an answer: “No.”

Well, actually what they shared was survey data showing that when it comes to influence on consumers, TV is still King. And when it comes to older consumers, Newspapers are the Queen. As we’ve stated before, Facebook may grab headlines but TV grabs wallets.

Facebook, Seniors and Marketing Senior Living

Despite the catchy headline, Senior Housing News was really sharing data from the Pew Internet & American Life project that for the first time, more than half of American seniors are going online.

Chart: Internet use by age group, 2000 - 2012

This is important news, and one of the reasons we love Senior Housing News – they consistently share good data that helps marketers and developers make smart decisions. Pew also found that “as of February 2012, one third (34%) of internet users ages 65 and older use social networking sites such as Facebook, and 18% do so on a typical day.”

Chart: use of facebook and other social networks by age group, including baby boomers and seniors

Both of these findings show positive growth among the online activities of seniors. So we’re not pooh-poohing. But here’s a little math for those marketing to baby boomers and beyond.

In 2010, there were 40.2 million Americans over 65, per the U.S. Census. So 53% of that figure tells us that 21.3 million seniors over 65 are using the Internet. And 18.9 million are not.

If 34% of online seniors are using a social platform “such as Facebook,” that comes to 7.2 million. And 33 million seniors are not.

Senior Housing News quoted Katherine Ross, Director of Publishing for SeniorGuideOnline.com as saying

“More questions are being asked through Facebook about retirement. Older Facebook users will pay attention to where their acquaintances are living. If their friends own a home in an active adult community or have used a home care service, users are asking about their experience and reviews through comments.”

Again, we’re not pooh-poohing. Facebook is one of the many channels we leverage in creating and implementing integrated marketing plans for our senior living clients. Facebook is an increasingly important element in marketing to 50+ consumers. It just may not be the “new frontier” that the Senior Housing News headline implied.

And Now A Word from our Sponsor …

The counterpoint to all that Facebook enthusiasm was research showing that when it comes to purchase decisions, the #1 most influential medium for all ages is TV:Chart: tv has more influence than social media on purchase decisions for all ages, including baby boomes and seniors

Notice that the influence of newspapers rises along with age. TVB also points out that 61% of all Americans over 18 are members of a social networking site. But, “6.8% of social network members made a purchase decision based on information from a social network” so that means “only 4% of adults 18+.” Compare that to the 37% who purchased based on TV.

(I encourage you to download the full deck from TVB. It’s got some great charts on the time spent with TV by age.)

Headline News You Can Use

Headlines are meant to be catchy, and the Senior Housing News item with Ross’ encouragement to incorporate Facebook into 65+ marketing was actually quite tempered. The news you can use is that now, more seniors than ever are online and more of those elders are using social platforms.

But if your higher ups didn’t read the whole piece and are asking you to boldly go where no senior living community has gone before, share this post so they’ll see past the headlines.

While new frontiers are worth exploring, results are critical. Research continues to show that TV and newspapers generate better results with seniors than social networks.

What do you think? Are we off base? Share your thoughts, opinions and experiences below.

Mature Marketing Links of the Week – 3/19/2012

Monday, March 19th, 2012

Last week we celebrated Pi Day, the ides of March (et tu, baby boomer marketer?) and St. Paddy’s Day (sorry Kermit, but once a year it IS easy being green). We also shared a wide variety of resources to help you get better results while marketing to the 50+ consumer. Here are the links that received the most clicks, retweets, discussion or attention last week.

1. MOST SHARED: Consumers feel that 1 or 2 Facebook messages a day from a brand or organization are too many. A TolunaQuick survey found that respondents “felt overwhelmed by brand messages on social media,” reported PR Daily.  ”Other findings from the study that brands will want to consider:

  • 40 percent of respondents felt that brand promotions are too complex to enter;
  • 20 percent felt incentives are not worth the effort;
  • 75 percent said that one or two Facebook messages per day is too much to receive from a brand;
  • Nearly 40 percent don’t want to share brand interactions with friends
  • 20 percent proactively post messages to brand pages.”

The findings didn’t surprise our team one bit. As I tweeted, when Creating Results conducted its Social, Silver Surfers research, we heard this message from baby boomers and seniors using social networks. Only 15% said yes, yes they wanted to engage with a brand via social platforms. The majority told us loud and clear that they felt overmarketed to already and that social media was a personal, not commercial space. (Download the eBook at www.CreatingResults.com/SocialSilverSurfers.)

2. MOST CLICKED: Did you know 52% of #babyboomer women rely on ad insertions, print/online coupons? Good opp for QR code ow.ly/9wR7C

Also notable and useful … Two for those marketing real estate / 50+ housing / retirement communities:

3. Cross-country relocation is just not the norm for baby boomers. Reuters reports that Americans are retiring closer to home than they did in the past.

“The increasing popularity of the short-distance move may be a result of the many advantages the strategy offers. Retirees who stay an hour or two from where they worked and raised their children can cut their costs while staying near their friends, cultural events, major airports and medical facilities. Moving outside the metro area means they don’t have to compete on housing prices with people who need to be closer to the city for their jobs.”

We’d add that 50+ers can also stay close to their jobs to work full- or part-time while easing into “retirement.” Read the full article at  ow.ly/9z0oE

4. Looking for data on the impact of seniors on the housing market? Check out this deck from the National Multi Housing Council, “Resetting the Demand for Multi Family Housing: Demographic and Economic Drivers to 2020.” The report includes data on the change in US households by age group, the rise in multigenerational households and renters who double up, and more.

Download the full PDF report at  ow.ly/9BdGu

And one for everybody:

5. A terrific piece in the Wall Street Journal on how we all can – and should – be creative. ow.ly/9CLjz

 

I hope you’ll be creative in sharing your comments and thoughts, below.

Facebook, Internet Users More Similar to Offline Population Ages Than Ever

Friday, February 3rd, 2012

With all the excitement over the Facebook IPO, Heather Dougherty at Experian Hitwise today rounded up 10 stats about the social network that are key to understanding its reach and impact. We focused in on Stat #5 – a demographic breakdown of Facebook users, which include 19% younger Baby Boomers aged 49-54 and 20% older Boomers or seniors aged 55+.

The chart (below) shows the visit share by age for the big four social networks: Facebook, Twitter, LinkedIn and Google Plus. And the age breakdown of the (US?) online population.

As eMarketer has noted, “The average age of Internet users is rising in tandem with that of the general population.” It appears so far Facebook is the online social network that most closely mirrors the age diversity of our offline world. Twitter continues to appeal to GenX and GenY. And LinkedIn continues to be an excellent if underappreciated network for reaching 55+ adults – 57% of users are baby boomers or beyond!

Chart from HitWise showing Facebook visits by age, including baby boomers and seniors

I was surprised to see Google+ have a larger audience over the age of 55 than Twitter, but on second thought its design and functionality is so similar to Facebook, it might feel more comfortable to older users.

Stat #8 wasn’t a surprise to us. As Dougherty writes, “Facebook” is the most searched term in the US and Facebook-related terms account for 14% of the top search clicks.” We shared that insight with a team of social media marketing ambassadors from a leading continuing care retirement community just two days ago. It was terrific to see their excitement for how the network could promote deeper relationships with their senior prospects and adult children.

If your organization needs help turning social media stats into social media strategies, please check out these related posts (or give us a call – we’d love to help).

RELATED POSTS:

 

Gaining Boomer and Senior Marketing Insights from Social Media

Friday, December 9th, 2011

Using social media as part of your marketing program? Most likely you are. May 2011 research from Brian Solis revealed that two-thirds of marketers are conducting social media advertising activities. More and more retirement communities and other organizations targeting baby boomers and seniors are jumping on the social media bandwagon each day.

What doesn’t seem to vary is the struggle to act on or measure what your brand gains from social media. As eMarketer notes:

From the early days of the internet, the prospect of detailed metrics fueled the promise that online advertising could yield unprecedented insights about customer preferences and behavior. That promise has only partially materialized. True, online channels provide feedback that offline media cannot, but marketers are still grappling with how to make this input work toward the bottom line.

From my presentation to the International Council on Active Aging (ICAA) last week, here are tools and tips that can help marketers spot and make sense of customer preferences and behavior.

We’ve focused on resources that are built-in or free, and are accessible to organizations like our clients – continuing care retirement communities, estate planners and 50+ housing developers with a lot of heart but little budgets.

Free Social Media Tools You Should Be Using

1. FACEBOOK:

* Facebook Insights: built-in and free, this tool helps you analyze your brand’s page metrics.

- Find out which messages hit (and which miss) their mature marks through “people talking about” and noting which posts attract the most engagement.

- Demographics and locations reported by Facebook also offer (free) insights. We discovered one client’s site was attracting more adult children than prospects themselves. And for another, we found that Friends were quirkier than we thought – one report showed a healthy portion of fans used Facebook with the language set to Pirate. Now our posts contain more humor and get more engagement than before.

* Facebook search: type your brand name into the search bar and then, on the results page, click on Public Posts. As Search Engine Journal put it, “what you’re left with is real time results for wall posts from all (public) profiles or pages on Facebook!”

2. TWITTER:

* TwitterCounter: track follower growth – yours or a competitor’s – for free on a weekly or monthly basis. Upgrade and you can see who is retweeting or sharing your tweets.

* Hootsuite, TweetDeck, Argyle Social, TweetAdder and Co-Tweet are tools for managing your Twitter account. All offer varying degrees of monitoring as well. Our personal favorite is HootSuite. You can track clicks and shares, and set up searches for key phrases (your brand name, your brand plus words such as LIKE, LOVE or HATE). Reports can even be exported and shared, a time-saving feature for smaller organizations.

* Twilert: Baby boomer blogger Linda Bernstein swears by this service, which delivers a regular email update with tweets containing keywords related to your brand, product or service.

3. LINKEDIN:Statistics on Groups in LinkedIn give insights for marketing to baby boomers, seniors

* Company page Analytics: see at a glance the interest your brand is generating and what kind of traffic, segmented by industry or other selects.

* Group Statistics: visualize your group members by seniority, function, location and industry.

4. SOCIAL MEDIA MONITORING:

* There are a number of paid social media monitoring services out there, including Trackur, Radian6, sysomos, Nielsen BuzzMetrics and Alterian. You might first want to read a few comparisons (like this one from FreshMinds) to see what the strengths of each system is.

* A FREE and easy tool is Social Mention: Per MarketingSherpa’s Adam Sutton,

“… more than 80% of marketers say measuring brand sentiment is important, yet fewer than half actually track it. You can start gauging sentiment today by spending two minutes playing with Social Mention.

This fantastically simple and free tool provides a stunning amount of data, including a sentiment analysis of your online mentions. You can even click “positive” and “negative” to see a list of results used to generate your score. How cool is that?”

Very cool indeed.

 

What tool do you feel is cool for marketers focused on baby boomers and seniors? Share your thoughts in the comments below.

 

RELATED POSTS

  • *Part 1: Following the True Leaders: Your Boomer and Senior Customers
  • * 41 Percent of Americans are on Facebook (and 98% have at least one TV set)
  • * Social Networking Habits of Baby Boomers and Beyond
  • Top Mature Marketing Tweets of the Week

    Monday, November 7th, 2011

    Tweet, tweet! Twitter now has more than 100 million active monthly users and Creating Results is one of them. Tweeting under the handle @CreatingResults we’ve tweeted more than 7500 times with links to new research, best practices, tips, insights and articles about marketing to baby boomers and seniors. Twitter bird

    We’re honored that nearly 1000 people choose to follow and share our tweets. But, despite the rapid growth of Twitter, we know a lot of people interested in marketing to the mature consumer aren’t yet using this social/micro-blogging platform. Pew Internet & American Life has estimated that 13% of online adults use Twitter while 92% use email.

    So, we’re introducing a new blog feature. Every Monday, we’ll bring you those tweets that were most shared/clicked/actionable/discussed during the past week. All with greater detail and delivered straight to your inbox.

    Top Tweets This Week:

    1. MOST CLICKED: Elderblogger Ronni Bennett (www.TimeGoesBy.net) tells the editors of the New York Times to stop using the word “elderly” and perpetuating ageism. http://bit.ly/sPr98L

    2. MOST SHARED: Associated Press & LifeGoesStrong Poll: Baby Boomers prioritize living near adult children or family (73%) over living in a community with people “of your own age” (27%) in retirement. http://prn.to/tlHMtT

    3. We love this idea from the LeadingAge 2011 Conference: Elie Wiesel promotes partnerships between children and elders in nursing homes. http://bit.ly/rKZcVl

    4. We have @ChuckNyren to thank for this chuckle: 40 things that make old people happy … according to the stock photography so many organizations draw from. http://bit.ly/sRNKNa

    (When you’re ready to invest in authentic photography that will move the sales needle, be sure to download our eBook with national “Photo Finish” research.)

    5. Using Facebook for social engagement? You need to know that Facebook is showing your brand messages to more people, but fewer times. AdAge: http://bit.ly/s9tgbC

    6. A new AARP surveys finds baby boomers and seniors are worried about today and tomorrow – specifically their own financial well being. http://bit.ly/uQ1d80

    7. Do you want to reach Gen X and baby boomers? Consider radio advertising between 6a and 9a. Research from Magid Associates gets broken down at http://bit.ly/tTqGB8

    Tell us what you think of this new feature! Use the comment section below or … Tweet @CreatingResults. We’d love to hear your thoughts.

    AARP: Boomers, Seniors Growing More Comfortable and Involved with Social Networking, Tech

    Tuesday, June 8th, 2010

    AARP has released new research into the social networking/social media and technology use of Baby Boomers and 65+ seniors.  The upshot:  Americans over 50 are definitely not technophobic.  And, social networking is on the rise, with 27% of Boomers/seniors using social media websites.  Consistent with older consumers’ desires for connections offline, the report finds that they are most often connected to – and most often motivated to join social networks by – their family.

    Highlights from AARP’s Social Media Research

    * 47% of Boomers and seniors originally heard about social networking from a family member other than their spouse. 

    * 70 percent of 50+ers first heard about social media from a child or grandchild.

    * 24% of Boomers and seniors who are active in social networks were introduced to it by friends.

    * Women were more likely than men to be introduced by family members (60% to 29%).

    * Among adults 50+ who use social media websites, 73 percent are connected to relatives other than children and grandchildren.  62% are connected to their children.  36 percent are connected to grandchildren.

    * Facebook was most popular among AARP’s respondents – 23% of their 50+ social networkers used this site.  LinkedIn was #3, with 4% and Twitter clocked in at #4, with 3% of respondents using or visiting the microblogging service.  Interestingly (and most likely driven by grandchildren) 4% had MySpace accounts.

    We note that 73% of the 1360 older adults contacted reported they do not use social networks at all.

    For tips and more insights about social media marketing and Boomers and seniors, here are some related articles:

    - The Age of Social Networks? Mature
    - From Social Media Socialites to the Socially Awkward (why one size doesn’t fit all for marketing)
    - Untangling the Web: Social Media and Boomer, Senior Homebuyers
    - Marketing to Gen X and Baby boomers via LinkedIn
    - The Face(book) in the Mirror is Getting Older

    RTM9Y6HGVPRS

    The Age of Social Networks? Mature

    Thursday, March 25th, 2010

    “In social media, not only do women rule, but it seems that the middle-aged are Social Media’s largest share holders,” writes Brian Solis in a new blog post.  Solis shares new data from a Pingdom study of 19 social networks which found the age groups that dominate the social Web are 35-44 (Gen X, 58%), 17 and under (21%) and 45-45 (younger Baby Boomers, aka Gen Jones, 16%).

    In the past, we’ve counseled those marketing to Boomers and beyond to go slowly and be choosyPingdom’s studycould help marketers make some of those choices.  They found that the 35-44 age group “dominates the social media sphere,” representing 25% of the users across 19 sites.  This age group is the largest segment on 11 of the 19 social media sites.  Those 45-54 are tops on another 3 out of the 19 sites Pingdom reviewed.

    AgeDistroSocialNetworkSites.pingdom

    Where will you find …

    The average user of a social networking site is 37 years old, reports Pingdom.  They then calculated an average age for each of the sites they studied.

    * Looking for Millennials?  Try Bebo – average age 28.4.  MySpace and Xanga are close behind.

    * For the not-so-Silent Generation, you might have luck with Classmates – 8% are over 65, making Classmates the site with the largest share of this mature cohort.

    * Does (Gen) X mark the marketing spot for your organization?  61% of Facebook users, and 64% of Twitter-ers are over 35. 

    * We were surprised to discover 20% of Friendster users are between the ages of 45 and 54, which makes them trailing edge Baby Boomers (also known as Generation Jones).

    * And LinkedIn, as we’ve noted before, appears your best bet for Boomers in general.  Average age is 44.3 years old.  That’s up three years since we shared our thoughts on LinkedIn as a mature marketing vehicle in September of 2009.  More than 35% of are between 45 and 64 years old.

    Be sure to read Pingdom’s post for a chart with the average ages for each of the 19 sites under review.  Useful information for those preparing their social media marketing strategies.

    P.S.  Creating Results has been conducting research into the attitudes of 40+ consumers towards social media.  We recently opened up our survey to a national audience, putting a 3-minute poll online.  Whether you love or hate social networking, we’d love to hear from you!  Follow this link:  http://www.surveygizmo.com/s/233384/40-plus-social-media

    From Social Media Socialites to Socially Awkward

    Friday, March 19th, 2010

    “One size communication does not fit all,” commented Kevin Baughen on this blog earlier this week. “None of us should be treating different audiences as if they are one homogeneous group.”

    Kevin, a marketer based in Surrey, UK, was responding to the findings we shared about generations and their interaction/support of charities. And he was talking about the need to see that individual members of Gen X, the Baby Boom or the Silent Generation are truly individuals. Better to ask for and respect their individual preferences than assume that one way is the only way for everyone in a cohort. This is a philosophy that Creating Results shares.

    But Kevin could easily have been talking about the members of different types of audiences, the regional and national groups I speak to on a regular basis.

    For example, last week I made a presentation on “Social Media: Risk and Rewards” to the members of The Coalition for Human Services (CHS) in Social Media 101 for Nonprofits.CreatingResultsPrince William County, VA. (A copy of this presentation can be found on SlideShare.) The audience was made up of non-profit organizations and government agencies which serve area residents. I’ve talked about social media marketing with other audiences as well – entrepreneurs with early-stage start-ups, builders and developers, small businesses.

    Each time I present this “Social Media 101” program, I find there is a wide range of ages represented. And a wide range of experience and comfort with social media. The CHS audience included:

    • Mark Bergeron with Northern Virginia Family Services, whose organization is actively using Facebook and YouTube to campaign for a grant from Pepsi. (Vote for NVFS! http://www.refresheverything.com/nvfs)

    • Betty Dean of Didlake, Inc., which connects people with disabilities to training and business opportunities. Didlake hasn’t established a corporate presence on any of the social networks, but they are working on it.  In the mean time, they have been encouraging team members to post updates on fundraising via Facebook. Their last resulted 17% of web site traffic to come in through Facebook.

    • Several folks who confessed they are afraid of setting up an account on Facebook because they believe (incorrectly) they’ll have to provide their social security number.

    • And staffers from a senior center who worry that their clients will become victims of identity theft if they become active on social networks. (Personally, I see that as patronizing. Why would seniors suddenly begin to overshare online? In fact, studies have shown that elders are typically LESS likely to fall victim to online scams, because they are cautious.)

    One size communication indeed does not fit all. But there are some common questions among all the audience members – no matter where they fall on a spectrum of social engagement. The first is ROI. Will this investment pay off? How will they measure success?  What site will give me the best “return”?

    To help people understand and sort through various options, Creating Results distributed two handouts. One is a Social Media Cheat Sheet that provides descriptions and data on popular Social Media websites. The second is a Social Media Survival Guide that lays out a five step program for becoming socially engaged. See Related Links, below.

    Another frequent question is personal responsibility. At the CHS luncheon, we had a lively conversation about the blurry boundaries between your activities as an individual on the social Web and if or how you represent your organization.

    Didlake isn’t the only group asking staff, volunteers or even donors to be “foot soldiers” in the battle for attention of social media users. When you’re depending on others to carry your message, how much control can you exert? Should you even try? Where is the boundary between your personal social media presence and your professional one?  Please share your comments/thoughts below.

    P.S. Many of the attendees asked for guidelines or help with social media policies. Public Relations expert Mark Ragantweeted this week about a new tool: http://socialmedia.policytool.net/. It is supposed to help generate policies that “respect the rights of your employees while protecting your brand online.” If you try it, let us know what you thought.

     

    RELATED LINKS:

    Social Media Survival Guide – a 5 step, scale-up action plan for getting started with social media marketing. Updated October 2012

    Social Media Cheat Sheet – Which social networks are most popular with baby boomers and seniors? This white paper has statistics and insights into the most popular social networks, especially users by age of Facebook, Twitter, Pinterest and LinkedIn. Updated October 2012.


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