The discussion about whether or not embracing social media is a viable marketing strategy is an ongoing debate among businesses across the country. Many companies with Facebook and Twitter accounts see no value in them.

For companies whose primary audience is seniors, it’s easy to dismiss social media as a “young person’s fad.” But seniors continue to be the fastest growing demographic on Facebook and Twitter. Although initially skeptical, many seniors realize that in order to keep up with their children’s and grandchildren’s lives, they need to embrace social media. Many discover it’s a whole new outlet for keeping engaged, not only with family members, but also with the world at large.

If you have a Facebook page and Twitter account and still aren’t seeing the response you’re looking for, keep in mind that while social media may not have the immediate impact of other forms of marketing, it’s another tool to engage your audience and build goodwill for your company. Here are some tips to help ensure your social media program is as effective as it could be:

Provide information your audience will find valuable
Discover what your audience is interested in and post items that feed their curiosity. Posting links to stories about new breakthroughs in healthy aging research, how to take advantage of senior discounts, and tips on staying safe will establish you as a trusted source of useful information. If you’re on Twitter, you could even post tweets directing your followers to information on how to get the most out of the medium, such as explaining hashtags, how to follow someone, etc.

“Posting and running” isn’t enough
To ensure your social media program is a robust marketing tool, you need to stay engaged with it. If someone posts a comment to your page or in response to a post, reply back to let them know they were heard and appreciated. Monitoring your social media pages – and responding to people who contact you – is essential in connecting with your customers.

Negative comments create an opportunity
Many people shy away from Facebook because of they’re afraid of people posting negative comments on their page. But that is no reason to avoid this powerful marketing tool. First, negative comments provide an opportunity for you to tell your story. If someone posts a negative comment, take the time to respond and promote your company. If you do this well, people will notice and be left with a positive impression of how you value customer service. If a comment is just plain offensive, you can hide the comment, so no one but the person who posted it can see it. If necessary, you can also delete the comment and ban the person from your page altogether.

Consider using images
As the old saying goes, a picture is worth a thousand words. Photos and images attract attention, particularly among seniors, and will ensure your message is getting read.

Don’t shy away from the personal
If it’s a holiday, share what you’re doing for the day and ask what others are doing. If someone famous and beloved has passed away, don’t be afraid to talk about what they meant to you. The old adage that business is about relationships is true and when someone feels more connected to you, the more likely they’ll do business with you.

Leverage resources
IlluminAge offers content for your Facebook page at AgeWise as well as full-length articles you can use on your website, blog, and newsletter, which you can then link to in your Facebook posts and tweets. For a low monthly subscription, you have access to a library of articles and Facebook posts designed to engage your readers.

And finally, “like” our Facebook page and follow us on Twitter to get great information on senior health, caregiving tips and other matters of interest to seniors and those who love them.