Moving beyond marketing

Betty Ross is 84 years of age. She likes knitting, Reggae, Jamie Foxx and supports the Free Flights Home for Military Members movement on Facebook. Almost daily she comments on posts and updates, Likes photos and, from her home base in Falmouth, Maine, connects with her family back in Australia with absolute ease. She reposts humorous videos from msnbc.msn.com and is a hugely active member of the Today Show’s Facebook fan page. So how do I know all of this? For starters she is my great-aunt, but she is also one of my most active friends, commentator and general, all-around champion on Facebook. And she is not alone. The demographic make-up of the web’s most popular social networking sites are rapidly changing. Today, more than ever, older internet users are flocking to social sites to join in the conversation. A recent study from social media specialists Flowtown showed the most significant growth among these sites in the past several years has been adults aged 50 years and older. The study, which looked at Twitter, Facebook, MySpace (bless) and LinkedIn, went on to note that 26% of internet users aged 60-plus are now using social networking sites. For my great-aunt, Facebook is now an entrenched part of the way she lives her life and communicates with the world. It also represents a major challenge for marketers in the coming years, moving from the old model of shock and awe towards a new level of engaging potential customers online. While it’s party rocket science, it is not impossible. This month we have sought to dedicate much of the issue to how social media is changing your business and why it should challenge your thinking.