Baby Boomer Insights

Social networking sites explode online: should boomers try to keep up?

I'm back after taking a few weeks off for vacations, business travel and just generally getting some down time. I certainly wasn't disconnected, though. I just didn't blog since late June. What I did do was spend a lot of time looking into the plethora of social networks that have been knocking at my door for a while.

At least weekly for the past couple of years I've received invitations to join all kinds of networks beyond the standard: Facebook, MySpace and LinkedIn. People have tried to link to me through ecademy, Plaxo, MyYearbook, Classmates, Networking for Professionals, and on and on. I decided as an experiment to set up profiles and get to know  these sites personally so I could see what all the hub-bub is about.

If you spend any time at all online, you've probably noticed yourself the explosion in online networks that encourage people to connect, share information and search for - or post - available jobs. The media would have us believe everyone over 35 has a Twitter account now. (For the record, I have one and have several followers, but have not yet tweeted, even though I do follow some favorite tweeting journalists.)

So, what are all these "connected" people doing? According to new research by Anderson Analytics, revealed at emarketer.com, boomers largely use social networks to keep in touch with friends and family. Using the networks "for fun" drew only 38%, as opposed to 61% for Gen Y and 51% for Gen X. That suggests that boomers see social networks in much the same way we see the Internet in general - it's a tool to accomplish something in particular, not just a place to hang out to see what happens. Meanwhile, LinkedIn reigns supreme as "the" professional network (with 43 million current users).

I think it is particularly interesting to note that women over 55 are now reversing a trend they started earlier this year. After becoming the fastest-growing demographic on Facebook in the first quarter (to 1.6 million) , during April and May this same group DROPPED by 650,000, according to Inside Facebook. 

Having spent several hours a day on various networks for the summer, I think I know why many boomers are jumping ship. Many just aren't interested in the constant stream of "status updates" that amount to boring noise. Thankfully, after a flood of complaints, Facebook, the grandaddy of social networks, did alter its site so that users can "hide" friends who post too often. Other sites with similar functions aren't quite as invasive, but I found a lot of "junk" there too.

I use  the Facebook hide function a lot. I have some connections who post more than a dozen times day. Often, the updates are actually annoying, especially the ones designed to  share political views, "inspirational messages," and  brag about business deals. 

Frankly, it can be incredibly time consuming to try and keep it all straight and check in on the various networks regularly. I frequently read advice from the uber-connected who suggest that you should maintain a presence on every network you can. The theory is that the more places you  appear, the better known you'll become and the more branded you'll be.

Here's what I've concluded: most boomers who do well to just pick a lane and drive in it. In other words, select a couple of networks and master them, rather than trying to be everywhere. I've chosen Facebook and LinkedIn, but for entirely different purposes. For me, Facebook is a place to meet up with friends, goof around with stupid (but often entertaining) applications, declare I'm a "fan" of favorite brands, and stay in touch with my family, whereas LinkedIn is where I connect with professional colleagues and business contacts. Only a few people appear on both networks, since I think it's wise to keep your true "social" network separate from your business network.

What do you think? Do you make an effort to separate your personal and professional networks? Why or why not?

P.S. In case you haven't seen it, check out this article about the most annoying types of facebook posters.

Niche social networking sites that really matter: CaringBridge sets the bar

Despite the fact that I'm pretty involved in online social networks, including Facebook, LinkedIn, numerous blogs and forums, I've come to appreciate a whole new type of niche social networking that serves a very specific - and often short-term - purpose.

I'm referring to CaringBridge, an online source that enables people to set up a personal, customized web site to facilitate support from loved ones during an illness or accident. Using a journal format, you can keep friends updated on your condition, treatment and recovery. In turn, subscribers to the journal can share their encouraging words, comments and insight.

Last week, one of my dearest friends lost her husband of 17 years to a brain tumor at the age of 51. Phil was diagnosed 18 months ago and his wife immediately set up a CaringBridge site to keep his many friends and colleagues up to date on what was happening. I'm so glad she did. Over the past several months, I've learned so much about him, not just through their daily experiences shared online, but through the comments left by friends, some of whom dated back to elementary school.

Regularly, new pictures were posted and stories told about what it was like to go through the roller coaster ride that became their daily existence. We readers shared the emotional ride too and learned a lot in the process, not just about the disease, but about them. When you have literally dozens and dozens of good friends and family members, this is a great way to keep everyone informed without having to do it one-on-one.

CaringBridge is free to users, supported purely through donatons, which come from individuals and corporations (including hospitals and healthcare entities). When Phil died, his wife asked that, in lieu of flowers, donations be made to CaringBridge so they could continue to provide support to others in need of such services. I considered it an honor to donate in Phil's memory.

But in Phil's case, the social networking extended beyond CaringBridge. Even the funeral home that arranged his visitations and memorial service used an interesting social networking platform. A page was set up on the chapel's site and friends could leave messages, which many did. There was even a way to upload photos of Phil and share stories. What a wonderful way to celebrate his life!

Both of these sites offer ways to create a permanent product from the entries, such as the Caringbook, a hard copy publicaton of the patient's CaringBridge web site. The funeral home offered a CD of the pictures and messages. 

Boomers have been quick to embrace technology, including social networking sites, and I predict they'll be the ones to keep these specialized niche sites going. Facebook is fun. LinkedIn is productive. But a site that lets you experience life when it matters most is truly special.

Bodacious blogging boomers influence decision making for peers

According to Forrester Research, the number of boomers who use social networks, including blogs, forums, podcasts, etc., has grown to 60 percent from 40 percent just over the past year alone. At the current pace, boomers will just about be on par with the younger generations within a couple of years.

So, what are they doing? It depends on what life stage they are in. Women are often looking for information about medical conditions, whether for themselves, their spouses, parents or children. As the chief healthcare officer of the family, boomer moms (especially those in the sandwich) are voracious consumers of online tools.

Empty nesters, meanwhile, are often just being curious. They make new friends online, recommend favorite travel spots and look for online courses to take.

Trailing boomers (those between 45 and 50) often still have kids in school and are looking for everything from financial advice to tips on running a booster club.

And guess what? The 45-54 age group is also rocking Twitter. They average higher use than any other age.

What we are seeing is that boomers are increasingly embracing technology to enhance their lives and those of others. Those sandwich moms I mentioned? They're all about sharing what they learn. Give them something of value and they'll tell everyone they know. (If you're a regular reader of this blog, you know I'm in the sandwich and use this blog specifically to share my opinions on all kinds of things.)

Marketers are starting to understand the power bloggers have to influence boomers in their decision making, whether the decision is to make a specific purchase, avoid a particular company, or rally a group of peers. I can tell you as a long-time blogger that in the past six months, I've received more "pitches" from PR firms than in the previous six years combined. Some are are very good and have, in fact, influenced me to write about a particular product or study. Others are completely irrelevant and cause me to roll my eyes and file them in the "never hire this PR person" file.

I'm going to share some insights about blogging boomers in an upcoming webinar that's open to the public, if you'd like to learn more. Go to the International Mature Marketing Network site (disclosure: Edelman is a member of this organization) and sign up to attend. It's one hour on Wednesday, May 20, at 11:00 eastern. If you attend, let me know what you think!

Meanwhile, if you have favorite boomer sites that have influenced your decisions, let me know. (But, please, don't promote your own blog here, OK?)

Swine flu has grandparents worried: advice on what to do

I was alerted by Grandparents.com today that they just completed a poll in which they asked readers how concerned they were about the effect of swine flu.

300,000 grandparents were surveyed and here's what they said:

8 % are terrified and staying indoors
15% are worried the virus is spreading and posing risk to their grandkids
46% are concerned but not alarmed
30% think it will blow over soon

The web site then offered some great advice through a Q&A. Find it here.

What a terrific use of technology and how wise of Grandparents.com to recognize how important it is to offer valuable insight and good advice online. It hasn't been that long ago that people would assume you couldn't reach boomers and mature grandparents through web sites, forums and social networks.

But things sure have changed. Facebook Data recently announced that one of every 50 new users is over 65. Meanwhile, Twitter, the microblogging site, just released its user numbers, showing that the largest group of users is 45-54. (The average age of a first-time grandparent, btw, is 47.)

The Boomer Insights Generation Group(tm) at Edelman knows from its research, which has been confirmed by other organizations, that boomer women 50+ are voracious researchers, especially when it comes to healthcare issues, and they love to share information. So, smart marketers look for ways to reach out to them across multiple online platforms.

As the swine flu situation worsens, look for grandparents - especially grandmothers - to be all over the Internet seeking information and sharing it. They'll swap stories, advice and tips on everything from caring for sick grandchildren to entertaining children who are staying home from daycare.

How relevant is your company to these web-savvy grannies?

Boomer women love technology and we use it to influence others

Over the past six months, I've been amazed at how many invitations I've gotten from people my age and older wanting to connect on various online networks. According to this recent article in Fortune Magazine, I'm right smack in the middle of a trend: women 55-65 are the fastest growing group of new users on Facebook and one of the most influential groups on the Internet.

It comes as no surprise to those of us who track this sort of thing to learn that mature women are embracing all kinds of technology. According to VibrantNation, some 63% of us own MP3 players and 28% of us use mini camcorders to record videos, which we upload to sites like YouTube.  I'm already anticipating the way my old friends will put together our 35th high school reunion next year. Forget postcards with instructions to call Robin and let her know if you're coming!

The difference in the way boomer women use technology and the way our children and grandchildren use it it that we see it as just another way to enhance what we already do, whereas younger people tend to see technology as an actual lifestyle. Boomers often still pick up the phone to talk with someone, even though we know how to send text messages. My observation of Gen Y is that, for the most part, they default to technology.

This hit home Saturday when I was at a nail salon with my 19-year-old, Sydney. We observed a woman who appeared to be about 65 getting acrylic nails put on. They were really long and bright red when she was done.  As we left the salon, Sydney said, "I can't imagine how she can text anyone with nails that long."

I pointed out that the woman may actually call people on the phone, instead of texting them, but I thought it was telling that Sydney assumed that even a mature woman would text just like she does... and does... and does.. and does.

One thing I know from working with numerous Edelman clients across multiple industries is this: if you want to get to seniors, you go through Boomer women. If you want to get to Boomer men, you go through Boomer women. If you want to get to Gen Y, you often go through Boomer women. See a pattern here?

That's why companies need to give careful thought to how to make their technology more appealing to Boomer women. Make it intuitive, accessible and easy to share. (And if type is involved, make the font easy to read and easy to change.) That's just for starters.

Want to learn more? You're in luck. On Wednesday, March, 18 at 11 a.m., the International Mature Marketing Network, IMMN, will host a webinar about how to engage Boomers and Seniors in a way that ensures they will seek your brand. Check it out!