Are Groups Next on LinkedIn's Chopping Block?Building the Foundation of Your Resume on LinkedIn While in CollegeSome Top Tips for Budding LinkedIn InfluencersThe Social Media Frequency Guide: How Often to Post to Facebook, Twitter, LinkedIn and More
- Content Marketing
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Patient Opinion Leaders Are the New Healthcare InfluencersFive Online Community Types: Which One Does Yours Fit Into?Digital Communities: 5 Ways to Determine PurposeCelebrate Your Social Media Successes, but Don't Forget that Community Trust is the Key
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Baby Boomers Are Already On Board with Social Media, Are You?
Posted on November 1st 2013
There’s a lot of attention paid to how generation Y likes to shop. Marketers can target generation Y using social media,and develop mobile solutions, such as mobile apps that consumers in this age group will use habitually. But how do you target a less thought of group like Baby Boomers using social media?
First an important fact to know, Baby Boomers, typically defined as those born between 1946 and 1964, are using social media, and the rate at which they are using social media is increasing. Baby Boomers in addition, have more disposable income than any other age group, and their looking to spend it. So how can marketers engage and build relationships with Baby Boomers using online social media?
The trick is to keep it simple and to be genuine and reliable. Baby Boomers are more likely to value the traditional tactics used in building relationships even in an online social media format. A plus to working with Baby Boomers is they don’t care about your bells and whistles, but they do care that you are true to your word and follow through on what you promise.
Be Genuine, Be Reliable, Keep it Simple
To build trust you need to be genuine and reliable. Mean what you say, and do what you promise. Nothing from your employees to the reviews you receive for your products should be fake. A Baby Boomer can see right through such schemes, and is more likely to run for the hills and never return to do business with you again.
Building trust also requires dedicated resources, both time and bodies. Your team needs to be dedicated and reliable, which means they will spend a lot of time online entrenched in social media platforms actively engaging Baby Boomers. If your a really small business you still have to put in the time and resources needed to interact with the customer.
Listen more and talk less. Really make an effort to understand what is asked of you. Baby Boomers know what they want and they are not shy about telling you what it is, so listen. Be flexible enough to communicate and engage wherever your audience takes you. Use different forms of communication that are simple and direct, not flashy. Be proactive in your communication to help build lasting trusting relationships. Baby Boomers want to know you will be there to help them find what they need when needed. If Baby Boomers don’t trust you they won’t share you with anyone else, unless it’s to tell them you're not to be trusted.
And finally make their patronage a habit!
Understand that discounts and pats on the back alone will not win you loyalty from Baby Boomers. You have to provide reliable, genuine, simple experiences to gain their trust and keep their repeat business. Once those things are in place, Baby Boomers will appreciate your discounts and pats on the back, which reinforces the likelihood that using your brand or shopping at your store will likely become a habit.
The time you spend engaging Baby Boomers through social media will also help you collect data enabling you to understand what other mobile solutions will benefit this group of users, such as apps development. The more you know, the more likely you will be able to build a trusting and long lasting relationship with these consumers, while selling your product.
I would be interested to know what your experience has been. Please share your story or experience. Any questions or thoughts would be appreciated. I look forward to hearing from you.