Using Social Media Platforms To Amplify Public Health Messages (White Paper) - Ogilvy Washington, Georgetown University'S Center For Social Impact Communication Page 10
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172.1.3 Seniors
large networks such as MySpace and facebook
iNSiGHTS ON miD-lifE WOmEN fOR pUBliC
SENiORS ON SOCiAl NETWORKS
are the most popular social media activity among
HEAlTH-RElATED SOCiAl mEDiA OUTREACH
women of all ages, followed by blogs, message
The percentage of Internet users age 63 to
Seniors are among the fastest-growing and most important
75 years who maintain a profile on a social
boards and forums and status updating through
■ Leverage their role as gatekeepers for
consumer segments for public health messaging and
network grew significantly between 2007
platforms such as Twitter.
their families.
Given that mid-life women are
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interventions. Many of today’s most significant social
and 2010 (from 10 percent to 36 percent,
often responsible for the wellbeing and safety
marketing initiatives focus on communicating with older
respectively).
In 2009 the fastest growing segment of facebook
of a diverse network of individuals – ranging
americans, and with the “baby boomer” generation now
users was women over age 55; facebook use
from teenage children to elderly relatives –
entering their 60s and 70s, this target audience will only
among women age 45 to 54 also grew rapidly
they need quick access to a broad array of
continue to expand.
during this period.
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public health information online. Social media
40%
technologies can provide this access, and
a person’s age can tell us a great deal about their digital
accordingly, should be marketed to mid-life
What are women doing on social media
behavior, and seniors are no exception. They have long
35%
networks? research suggests that women
women as one of the fastest and most efficient
been one of the most challenging consumer segments
primarily use platforms like facebook to “make
means of finding answers to public health-
to reach online and through social media channels.
connections and share items from their personal
related questions. Social media technology
30%
This is largely attributed to the very low rate of Internet
lives,” as well as seek out information about “real
can also provide valuable support networks for
and social media usage among adults over 65 years.
people experiencing similar conflicts.”
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women interested in sharing their experiences
Many seniors simply rely on more traditional communications
25%
online, and learning from others.
platforms, such as newspapers and television, to obtain
When asked “which topics do you like to read about
information. for this reason, social marketers often rely
20%
and/or post comments about online?” the blogHer
■ Blend wellness issues with other topics
on “word of mouth marketing” to communicate with
survey revealed that 42 percent of women who
of interest.
While safety, health and
seniors. This essentially means that marketers build
15%
participate in social networks name “health and
wellness may not be at the top of mid-life
active, mutually beneficial consumer-to-consumer and
wellness” as a topic of interest. In fact, women ranked
women’s interests online, when blended
consumer-to-marketer communications that motivate
“health and wellness” as the fourth most-popular
with more popular categories such as family
10%
seniors to discuss an issue, and make it easier for those
topic of interest overall.
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or entertainment, these issues can potentially
discussions to take place.
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become more appealing.
5%
This finding aligns with women’s roles as health
but 2009 marked a significant shift in the number of
care and wellness gatekeepers within their families.
Social media technologies present an excellent
seniors using social media. research from e-Marketer
0%
platform for this type of topic melding.
indicates that the number of Internet users between
for example, a fashion blogger could easily
the ages of 63 and 75 who maintain a profile on a social
incorporate content regarding breast cancer
2007
network grew from 10 percent in 2007 to 36 percent in
screening by encouraging readers to wear
2009.
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This data suggests that seniors are one of the
2010
pink during the month of October – national
fastest-growing groups of social media users in the U.S.
breast Cancer awareness Month. This type
of content can be shared easily among
nearly all seniors who maintain a social network profile
Source: Pew research Center, 2009
readers within their own social networks.
do so on facebook (90 percent).
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Only 17 percent utilize
Twitter.
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as we age, our social networks offline begin to
■ Balance public health information with
deteriorate and connections made online have the potential
lifestyle solutions.
Mid-life women are
to help fill the gap.
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Seniors’ adoption of platforms such as
interested in more than just static information
facebook suggests that they may be using social media
– they are also actively seeking actionable
to fill the void created by the loss of friends or a spouse.
lifestyle or “wellness” solutions. for example,
when searching for information about the
despite the gains made in the last three years, seniors
risks of diabetes, women may also seek out
are still significantly less likely than younger americans
tips on how to maintain a diabetic food plan,
to go online and utilize social media in general, as well
or where to purchase sugar-free products.
as utilize social media and the Internet to access health
Thus, when communicating with mid-life
information. The Pew Internet & american life Project
women about public health-related issues via
reports that only 7 percent of the total adult Internet-using
social media, it’s important to offer an equal
population is age 64-72, and only 4 percent of this
balance of information regarding wellness,
population is over the age of 73.
Seniors’ Internet usage
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prevention, and positive lifestyle modification.
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