Each year more Americans are canceling their newspapers, turning off TV news and instead getting their information from online news sources. But with more and more news entities migrating online, how do consumers decide what to read? Today, more and more people are using Facebook, Twitter and other social media as their point of contact for more than just family photos and cat videos. They opt to receive notifications from individuals and organizations, checking their personally created newsfeeds throughout the day, and clicking through to items of interest when they want to learn more.
Facebook, Twitter and other social media sites have decentralized the dissemination of information. Anybody can be a reporter or a news aggregator. Chances are when a big news story hits, a wired-in American will find out about it from a friend posting a link.
But this phenomenon only holds true for younger adults, right? Think again! For years, the Pew Research Center has been tracking and reporting on internet use across age ranges. In the latest installment of their Internet & American Life Project, researchers announced that the number of computer-using seniors who use social networking sites has TRIPLED in only four years–from 13 percent in 2009 to 43 percent today. While this total is somewhat less than the numbers reported for adults across the age spectrum (72 percent of all adults use social media), it nonetheless represents quite an increase! And this number will surely continue to grow as the baby boomers, more comfortable with social media and online communications, continue to age into their senior years.
Seniors are using social networking sites to keep in touch with family, neighborhood and interest groups. They touch base more often with friends, reunite with old friends, strengthen relationships with grandchildren, and make new friends as well. The benefits to seniors can be measured: University of Alabama Birmingham researchers found that social networking decreases depression in the elderly. A recent study from the University of Arizona even showed that seniors who go on Facebook get a cognitive boost through intellectual and social engagement.
Like everyone else, seniors also are now receiving more of their daily information through social media news feeds. They connect with the millions of businesses, government and senior service agencies and senior living communities that now use social networking sites as an important part of their communications strategy. With hundreds of millions of users worldwide, social networking sites offer a window on the world combined with opportunities for interaction.
If your organization serves older adults and their families—whether you are a hospital, hospice, government agency, foundation or other non-profit, a long-term care organization, home care company, a geriatric care manager … you need a social media presence today. Facebook is the most popular site for today’s older adults, with Twitter not too far behind. Your audience is going to search for your Facebook page to learn more about you. It may be their gateway to your website. If they “like” your page, they are agreeing to allow you to regularly pop into their newsfeeds. Offer interesting, relevant posts and their friends are likely to notice and like/follow you as well. Facebook is a compellingly intimate media; well-handled, your Facebook page will create a greater sense of trust and relationship.
Why would a consumer want to receive content from you? If your offerings consist exclusively of advertising and obvious marketing pitches, the answer is that they probably won’t want to. However, the genius of social media is the variety of items you can share to bolster awareness of your organization: links to articles you think your Facebook audience would like, with a personal note from you … notifications when you put up a new blog post … human interest photos and stories from your organization, perhaps tagged so they will show up on the newsfeeds of others. This is inexpensively produced content that users can quickly scrutinize and people on your end can quickly post. A well-managed Facebook page enhances your reputation of being an expert, a go-to source of information, plugged into your community and area of expertise.
IlluminAge realizes the important role of a social media presence for our clients. For assistance with set up of your social media pages, staff training, integrating social media into your online marketing program, and content please contact us. Or, join us for our free webinar, Facebook: Set-up and Growth.