Pew Research Center Study Shows Boomers Flocking to Social Media

In a study released August 27, 2010, Older Adults and Social Media, the Pew Research Center stated that Baby Boomers have almost doubled their social media use in just the past year.  As the study states:

"Between April 2009 and May 2010, internet users ages 50-64 who

 said they use a social networking site like MySpace, Facebook or

 LinkedIn grew 88% and those ages 65 and older grew 100% in their adoption

 of the sites, compared with a growth rate

of 13% for those ages 18-29."

This is exciting news for Baby Boomer Entrepreneurs or marketers targeting the Baby Boomer demographic.  The trend continues upward and offers a huge opportunity to connect and build relationships with new people that you otherwise might never know.  The Pew Study indicates that the Baby Boomers spend approximately 58 hours a month online - and they are obviously not just reading the news or checking their bank balance.

Every serious or successful marketer knows to stay far away from spamming, and filling Facebook walls or Twitter pages with the desperate pleas to buy their latest, greatest product or service.  We're all tired of seeing that.  In fact, I wonder if anyone really reads these posts any more; I know I don't - I just skim through them.

Nevertheless, there is no doubt social media continues to be an extremely profitable source of prospects who may ultimately convert to sales for marketers who are doing it right.  With this bonanza of the most affluent buyers flocking to social media, the same group who also represent the greatest percentage of new business entrepreneurs above all others (see the Small Business Administration information), thus presenting themselves as potential business partners, it would be virtual business suicide to ignore this movement.

The key, however, is reaching out to this contingent in the right way.  As a Baby Boomer myself, I know how skeptical my generation can be and how important networking became in the early and prime years of our career lives.  Boomers share with other generations the tendency to accept the recommendations of trusted friends, family and colleagues for everything from seeing a movie to purchasing a car.  Beyond that, however, Baby Boomers want both the trusted recommendation and the opportunity to be part of a trusted community.  They are savvy to the hype and run fast.

Using social media, Baby Boomer entrepreneurs can reach out to others of a similar background (not to say all Boomers experienced life in the same way) and begin the process of developing real relationships that can lead to friendship, customers or business partners.  The process, however, cannot be rushed or be inauthentic.  It must be gradual, honest and involves more giving than receiving.

While Boomers are starting businesses and ultimately have an interest in a residual program, the initial contacts must be based upon genuine caring and a desire to help.  Offering a potential entrepreneur the friendship, support, a community focused on mindset, and a platform for training that also has the potential to provide some form of up front income to help the new person support remaining in business while learning the ins and outs of starting out in some new primary program.  The value of offering this community cannot be understated.

Don't ignore the Baby Boomers' increasing involvement in social media.  Used properly, it offers marketers access previously only dreamed of.