Including social media as part of your company’s communications strategy? There may be a target audience that you’re overlooking on Twitter, Facebook and other social platforms: seniors. A recent study by Princeton Survey Research Associates International found that seniors are the fastest-growing audience and participants in social media – signing up for social networking sites at a rate double than that just a year ago.
According to the survey:
- 42 percent of Americans 50 years old and over participate in social media
- 20 percent of adults ages 50-64 go online every day
This is significant because it may mean your company is overlooking a big segment – typically with major purchasing power – in its online activities. Creating and posting online content should be done with as careful consideration as with creating a traditional media campaign. Who is your target audience? What appeals to them? For instance, a viral video campaign may win teenage fans, but creating an information-rich Facebook fan page may be a better way to reach the Baby Boomer audience. For more information about how CBR Public Relations can help your business spread key messages on social media, see our “Capabilities” page.