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Baby Boomer: Social Media Analysis

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Abstract
As Baby Boomers have become more and more active on social networking sites, social media should be considered as an effective platform for marketing to those target audiences. In this article, the general usage, motivations, and patterns of using social media among Baby Boomers are discussed in order to develop a suitable social marketing strategy. Baby Boomers have a different patterns of using social media, which is slightly different from the normal social media target audience, younger generations. The choices of media platforms, contents and forms are suggested according to the common using features of Baby Boomers.
Keywords: Social media, Baby Boomer Introduction
Baby Boomer refers to the generation that were born between 1946 and 1964 which is defined as post-World War II boom years, and the current age of this cohort is 50 to 69. And this generation can also be divided into two cohorts, the Leading-Edge Baby Boomers and Late Boomers, which is based on the watershed of the year 1955. Both their size and spending power are large, and they have …show more content…

According to the Ipsos & Google report (2013), 55% of Baby Boomer social media users follow a group or organizations; 40% post and watch videos; 26% support a cause or movement; 23% join a group that they are interested in. Baby Boomers mostly use Facebook as a tool to contact with their friends, which is the same as other generations (Moran, 2013). Sharing photos and social gaming are also their frequent activities on Facebook. For Baby Boomers, Twitter is often used as a resource for news, health advice and other information (Moran, 2013). Different social media have different focus, so Baby Boomers do very different things on them. Therefore, social marketing materials should be tailored according to the features and functions of

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