“Most of our patients are older and don’t use social media.” Oh, if only I had a nickel for every time someone has said that … (an often-used saying from my 80-something dad).
Many of us have heard hospital administrators cite the age factor as a reason to explain their resistance to allowing their marketing departments to adopt social media. Some of us may have even used this reason ourselves. In fact, social media did gain favor with the younger demographic at first, but new research by the Pew Internet and American Life Project indicates that the older crowd has made significant gains in social media use.
Social networking use among internet users ages 50 and older has nearly doubled—from 22% to 42% over the past year. Half (47%) of internet users ages 50-64 and one in four (26%) users age 65 and older now use social networking sites. Even Twitter is making gains among older adults with 16% of online adults over 50 using Twitter or another service to share updates about themselves or see updates about others.
The issue of whether to adopt social media to reach older adults is no longer gray…it’s clearly black and white …and the answer is a resounding YES. Read the complete report at the Pew Internet and American Life Project.