Serengeti Communications Discusses How to Reach Seniors Using Social Media

Last week I attended SES Chicago, one of the leading conferences in the search marketing industry and the last conference of 2009. As part of the conference, I attended a panel sponsored by Serengeti Communications on Social Media. I asked them how they recommended marketing to seniors—is social media something that can be used to reach seniors? The response I received was a resounding yes.

Liana Evans, Director of Social Media at Serengeti, reminded the attendees that the fastest growing group on Facebook is women over the age of 55. Seniors tend to be very active in Forums. Eons is a site just for women over 55, and one that is growing rapidly. She reminded the group that, “It’s about what’s in it for me.” What is the benefit to the senior of being a part of a particular community or sharing their experiences? In addition, usability was stressed as an important aspect when marketing to seniors. Can they see it? Older audiences tend to need bigger fonts. Is the contrast good enough for seniors? A light font on a dark background or two similar colors might be sub-optimal. Is it easy for the senior to share? The panel advised those present to therefore focus on usability, not search. The question at hand should be, “Can you make it consumable for your audience?” If a site is consumable, the rest will follow.

The panel then discussed how to engage users who are not tech savvy or only have limited online access. They recommended that companies start with those who are already online, utilizing email or Facebook. Then research where they are and what they are doing. Seniors are online, but their behavior is different than other demographics. Attendees were advised to figure out where the conversation amongst seniors is already taking place noting that people, especially seniors, are reluctant to leave the communities they are already involved in.

With more and more reverse mortgage companies turning to the Internet as a way to reach potential borrowers, Serengeti’s advice is a helpful reminder that the Internet is no longer just for those under 55. However, many potential marketing possibilities have yet to be tapped.