Social media use among seniors Not only young adults are using social networking—an increasing number of baby boomers are accessing social media sites. The number of people living in the U.S. who use the Internet has risen to about 93 percent according to Pew Internet data, and it continues to grow at an astonishing rate (Pew Research Center, 2021). Funeral service providers lag behind other businesses in their use of these strategies. This may be due to a natural reluctance to adopt new technologies or because of a feeling that using them is not “suitable” for a dignified funeral business. But many would argue that this is a natural fit, as funerals themselves are a product of social networks, and social networks are used for planning and informing the community when they occur. In the past, social networks operated primarily through religious institutions, such as the church, or organizations, such as the Rotary Club. Now the Internet has become a community center. Some may also be reluctant to use social networking sites because they feel the audience is too young. Actually, customers over 55 years of age are increasingly using Facebook, Twitter, and YouTube. Fifty percent of Americans older than age 65 report using Facebook, which is up from 20% ten years ago (Gramlich, 2021). Not only does the Internet allow businesses to reach this target audience, but it also can target younger audiences interested in finding information. It is important to remember that unlike like traditional marketing venues, social networking is not about selling. It stresses interaction, educating the public, and increasing awareness of the business as a community member. Similar to traditional networking, social networking stresses community visibility, and these sites can facilitate interaction with clients and potential clients. Rather than appearing in the consumer’s life primarily when a person is elderly or ill, one can integrate into the community and be present in life as well as death. While the last generation built community ties largely through religious institutions, community, and school organizations, today this is often done through social media. The following sections briefly introduce the most common social media tools. Facebook Currently, Facebook is the biggest and most popular social networking site. It is increasingly becoming the “corner post office” or bank where people meet in their neighborhood and beyond. Facebook has more than 1 billion participants around the world. Sixty-nine percent of American adults report using Facebook (Gramlich, 2021). Many social networking sites have a particular demographic, or range of characteristics associated with the site. Facebook, like Twitter and YouTube, has experienced exponential growth in a relatively short time, with huge numbers of new users checking in every day. This would be a good site on which to start building a social networking presence. Blogs A weblog, which is usually shortened to blog, is a website where regular entries are made and presented in reverse chronological order. A blog is where individuals write posts. A post is a written item, similar to a journal entry. Blogs may look like websites, but there are some significant differences in their design and function. In general, blogs are easier to build and maintain. Blogs can offer commentary or news on a particular subject, such as technology, politics, or local news; some function as more personal online diaries. A typical blog combines text; images; and links to other blogs, web pages, and other media. Most blogs are primarily textual, although many focus on photographs, videos, or audio. Some blogs are very focused on the author’s writing. Others take an editorial approach, with writers searching the Web for interesting content then writing a short comment and linking to the original content.
Twitter (Microblogging) Another form of blog is the microblog. As its name suggests, microblogging is simply writing extremely short blog posts, somewhat like text messages. These messages can be viewed by anyone or by a restricted group chosen by the user. Users can read these messages online or have them sent as a message to a mobile device. Due to its immediacy, simplicity, and flexibility, Twitter has become a significant way people communicate during disasters as well as celebrations. Twitter limits each post to 140 characters or less and is a great way to send short updates to interested parties. Twitter also makes it possible to send messages through mobile phones, which may incur fees from the phone company. People can receive updates in real time and can participate in two-way communication. Facebook, MySpace, and LinkedIn also have a microblogging feature, that is, the “status update.” Microblogging can offer: ● Quick answers to simple questions. ● A way to try out new ideas and garner responses from people whose opinions you trust. ● A way to learn about issues that affect your business before they become common knowledge. ● A way to establish a network of people involved in similar interests, products, and complementary services. YouTube, podcasts, and video casts YouTube is the world’s second largest search engine, but most know it for its video clips. YouTube provides is an easy way to upload short video clips on an unlimited number of topics. YouTube is a great place to post, and videos can be posted on Facebook and many other networking sites. A video camera can be used to: ● Do a video tour of the funeral home or park. ● Highlight special services. ● Introduce new product information. A variety of resources can be used to create podcasts and video casts. Audio and video segments, respectively, of varying lengths that can be used like personal radio or TV shows, for interviewing, answering frequently asked questions, or discussing a professional topic. Podcasts can be linked to a business’s website, blog, and Facebook and Twitter accounts, and video casts can be uploaded to YouTube as well as shown on the website or linked to a blog. Consider, with the family’s permission, posting a slide show or video of the memorial of a well-known person in the community. Or, for example, create a radio show with a question-and-answer session regarding cremation. The audio can be played over a slide show of images about cremation, a tour of the crematory, places to bury cremains, or creative ways to memorialize cremains. Webcasting Webcasting is a way to show a funeral being held in one location to viewers in any location. Large monitors can be set up for a more comfortable viewing experience. Webcasting is a natural solution to situations when family members are scattered or loved ones are unable to attend a funeral due to poor weather, illness or disability, or lack of funds. A recent widespread application of this technology was its use to show the funeral of soldiers to fellow troops who were unable to attend. Each company providing this service will have its own particular styles. Some prefer that a live feed not be used but offer viewing via a URL or on a DVD. The technology required for webcasting is relatively easy to use and inexpensive to implement, and it will likely become more common.
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