Yes, we all want to share and interact with each other but let’s pause for a minute. Which media are best for your organization? New Media is referred to as content, which is easily accessible via many different forms of digital media. Traditional media includes television, newspaper, radio and magazines ads.
Aged Care Service Providers want to share, interact, be seen and heard in New Media as part of their Social Media Marketing. But is this an effective way for the Industry to engage with this large cohort of Baby Boomers?
2017 Statistics by Sensis Social Media Report showed that the age group 65+ used the following social networking sites i.e. Facebook 91%, YouTube 26% and Twitter 13%. The reasons for using social networking sites for this age group included
- Catching up with family and friends at 88%
- Get information on news and current events at 39%
- Share photographs or videos at 34%
- Engage with Government representative or department at 13%
Most Aged Care Services Providers have started to engage with New Media such as Twitter and YouTube, to showcase their organization to potential or future customers. For example
Arcare joined YouTube August 2011, 34 subscribers and 14,284 views of 5 videos uploaded in the past four months. Joined Twitter July 2010, 1459 Followers and 1334 Tweets.
Baptcare joined Twitter April 2009, 2307 Followers and 1230 Tweets.
Autumncare Australia joined Twitter July 2010, 459 Followers and 316 Tweets.
Uniting AgeWell joined Twitter September 2010, 1229 Followers and 465 Tweets.
If we tracked the numbers of Followers as a measure of impact and success of social media engagement, the above numbers are not impressive. So clearly New Media like Twitter and YouTube are not suitable for Aged Care Service Providers if they want to target and engage the large Baby Boomer audience. Furthermore, 93% of the age group 65+ trusted Traditional news sources such as radio, TV and print media for news compared to 3% news sources on Social Media.
If Aged Care Services Providers choose to engage with New Media as part of Social Media Marketing. It is important to:
- Define their target customers (consumer of service or non-consumer of service but advocates on behalf of the customer)
- Understand their motivations
- Identify the preferred mode of communication including channels of Social Media being used
Perhaps Traditional Media still resonate with Baby Boomers!
- https://www.google.com.aucolour box.com
- https://www.absolutemg.com/traditional-media-balancing effect/