I’m in process of planning a social media plan targeting high rollers to attend a gala for an international NGO.
I spent most of the weekend watching my mother , a former CEO and well over 45, spend many hours obsessing over her friends’ profiles on Facebook—their children’s baby announcements, marriages, trips, etc.
Which made me start to think how often do the over 45 age group really engage on social networks?
Even though she’s retired, she’s addicted to her email and still uses it as an essential form of communication with her friends and former colleagues.
But back to the strategy for the gala. I narrowed down my target audience to: White and Black males, over 45 who earn over $100,000 a year.
My mom has never tweeted or had the desire to use any other means of social media apart from Facebook. Which led me to think:
Do CEO’s of Fortune 500 companies tweet? Do they have time to tweet?
According to Pew Internet study released February 14, 52 percent of the age group 50-64 year olds use social networks with 65 percent being well educated. 66 percent earned more than $100,000 a year.
So the average CEO is online but its more than likely that they are not interested in tweeting and if they are, like many celebrities they have hired someone to do it.
Facebook is still rated the highest with an average of 67 percent saying they use it often.
What I also found interesting was that the Pew study discussed the characteristic of a Facebook user:
- Facebook users are more trusting than others
- Facebook users have more close relationships
- Internet users get more support from their social ties and Facebook users get the most support
- Facebook users are much more politically engaged than most people
- Facebook revives “dormant” relationships