Surprisingly, maintaining a Facebook Page may now be even more important for organizations targeting Boomers compared to those reaching youth.
Social media trends strongly suggest that big platforms like Facebook and Twitter are being abandoned by folks under age 35.
I recommend an excellent study by Assistant Professor of Digital Communication and Social Media at Cabrini College in Pennsylvania. (And thanks to a colleague for passing the info on to me.) In her short essay, she mentions that Time magazine recently reported over 11 million kids have left Facebook since 2011.
Duncan says, “Many younger people are logging into Facebook simply to see what others are posting, rather than creating content of their own. Their photos, updates, likes and dislikes are increasingly shared only in closed gardens like group chat and Snapchat.”
One reason young folks are leaving big platforms? Such social media sites have gone mainstream. (For example, kids don’t necessarily wish to share their Friday night activities with mom, aunts and grandma!) Almost half of those over 65 who use the Internet now have a Facebook account according to a recent Pew study. In other words: Facebook stopped being cool a long while ago.
When a business wants to target Boomers and older consumers, the online strategy and content need to be driven by a content writer who understands this cohort and hangs out on social media like they do.