According to a survey, conducted by social media software company Gnatta, those aged 35-44 are the most likely to engage with companies on social channels, with 14.7 per cent using social media as their preferred way to communicate with businesses.In comparison, 11.4 per cent of 25-34 year-olds, and only 11 per cent of 18-24 year-olds, stated that social media was their preferred method. These results may come as a surprise, as the digitally native younger generation have stalked and staked their claim on social media. However, with these statistics proving otherwise, it is time businesses re-thought how they engaged with the older generation of consumer.
The new rulesAccording to Gnatta, the first rule of marketing is “know your audience” and this should not be forgotten when businesses use social media. With cyberspace becoming increasingly saturated by brands desperate to make their voices heard, the best way to cut through the noise is to engage with those who will be the most receptive. In this case, not only are those within the 35-44 age bracket more active than businesses may have previously assumed, one in ten over the age of 65 prefer to use online social channels as a way of making their consumer voice heard. The trends have been pointing to older generations jumping on Facebook for a while. In fact, the latest numbers from Pew suggested that over half of internet users over 65 use Facebook. This may suggest that brands need to stop being “hip and trendy”. The majority of social media addicts, if you like, are really after practicality and personal communication. However, partly as a direct consequence of their increasing reliance on such platforms, “parents”, as Gnatta class them, also use social media to voice their complaints. And the tricky part revolves around the expectation that complaints should be answered in under 24 hours. This means that businesses need to concoct new ways of responding as quickly as possible. Read more about social media:
- The role of social media in the UK employment market
- Politicians need to show off social media skills to convince Brits they’re tech-savvy enough
- 8 best and worst social media campaigns
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