Social Media - Grandpa's Perspective

I had the pleasure of hosting my father and mother-in-law for an extended period over the Thanksgiving holiday, and experienced first-hand some of the values and issues the "Greatest Generation" hold dear. Among other things, I was able to observe their cellphone use and how mobile devices and technology have impacted their lives.

First, my mother-in-law. She has a cellphone and uses it to contact friends and family while she is out of town. She has also learned to set the alarm and utilized this feature on a number of occasions. That's pretty much it.

Then there's Dad. Most of the time, he couldn't figure out how to get the phone to turn on, and when he did, he had a hard time getting a call to go through, so his answer was to turn it off. By his estimation, the 3 calls he made last month cost him over $10 each. Since he can't even turn the phone on, he has no use for any of its other features. He sees his cellphone as a nuisance his kids insist on, and not having one would bother him not at all.

Dad utilized the Internet daily to scour his hometown newspaper and check the weather, as well as his email. Mom never touched the computer. Didn't bother her one bit. Neither one of them felt comfortable checking in for their flights on line, and asked that I do it. Even when I did, I got the feeling they would have been more comfortable simply standing in line, as this seemed more real to them. Fair enough.

My first assumption was that it was simply the generation - that to reach the "Greatest Generation" a social media or mobile plan wouldn't be at the top of the marketing strategy list. Then, as I thought about it, "social" is exactly what this generation is. They like to talk, (alot), and they rely on friends to provide referrals for services. They are also opinionated, and quick to smell a rat.

The real social media, for them, is the bulletin board at the market - a myriad of services all vying for attention, most not very successful, and the weekly Kiwanis Club gathering, or corner cafe, where they can share their stories and opinions, make recommendations and "diss" the deserving. Very social, yet very far from Facebook.

The point is, if you focus your marketing efforts in one arena, simply to follow the herd or because that's the way you would search, you may be missing clients that would be an ideal fit for your community. Dad's looking for an apartment. He's not on Facebook or Twitter. How is he going to find you?