Tag Archives: demographics

Breaking the age barrier: Reaching older generations through social media

Social media sites have a wide variety of uses for business. With a wide demographic of users, any company can reach its target audience through a good social media strategy. Photo credit: Jason Howie

Social media, once a simple tool for young people to connect with friends across long distances, has evolved over the years to become a communications tool reaching people of all ages.

A 2013 Pew Research study found that, while younger generations are still more active on social media, the number of older people who use the sites is increasing rapidly. In May 2013, 43 percent of people 65 and older were using social media compared to just 1 percent in February 2005. The study also found that nearly two-thirds of people age 50 to 64 are on social media.

As communicators, this shift in users’ demographics requires our attention. The social media team at Franco monitors trends in social media.

“Technology changes so quickly, we work closely with our clients and closely review our strategies to make sure we are reaching the most appropriate audiences on each of our accounts,” said Stephanie Angelyn Casola, account manager at Franco. “As the online audience grows, these tools stand to benefit businesses in nearly any industry. The key is finding the best approach to using them.”

An effective social media strategy incorporates messaging, not only for the traditional age range of social media users, but for all age ranges. As seniors are currently the fastest adopters of social media, they deserve increased attention when creating a plan.

Dan Horn is an assistant account executive at Franco Public Relations Group. You can reach him at (313) 567-5008 or horn@franco.com.