“From the last seven years of polling, we’ve found that what older people like best about the Internet is being able to connect to family and friends,” — Susannah Fox — Pew Internet & American Life Project and the Kaiser Family Foundation

New family social networks are popping up almost every day. The real draw to these sites for Boomers seems to be the huge disconnections families have these days. More families are geographically separated from each other than ever before. With the holiday season rapidly approaching, the family event coordinator (usually a Boomer) is looking to the internet to connect geographically distant family members. Family is a big deal to Boomers, and family social networks provide an easy way to gather the family group together again.

Boomers also feel a need to pass on to their family and the next generation the story of where they began. So family social networks are not only a place to connect socially, but they’re also a place to discover your family’s past, and discover yourself in the process.

In meeting with family social networking executives recently, I’m finding that one of hottest trends in family social networks is in the field of DNA social networking. I recently spoke to a company whose USP is based on having a large database of DNA results for users to access. There’s huge potential in this area of social networking. So much so that Google recently invested $3.9 million in a DNA social networking startup called 23andMe. The goal of DNA social networking sites like this is to help users gain a better understanding of their genetic information, and track down lost or distant relatives.

Famiva.com

Famiva Home Page

Famiva  just had a major update over the weekend, and the look is clean and appealing.  Within Famiva, users can work with family members on a secure site to “build your family tree, share photos and stories, stay current with family events and reminders, and much more.” What Boomers will like about Famiva is how easy it is. There’s no sign-up required and has really great features to capture genealogy as well as connect current family.They also have a great tour which makes it easy to know exactly what to expect from the network.

Genoom.com
Genoom is an innovative site with a bevy of tools to create private family networks. Genoom helps family researchers not only learn about their past, but connect family together for current events and create digital heirlooms for future generations.

Geni.com
Geni  is a great great family social network which helps users trace their family roots. Geni also has the family tree, photo sharing, and event calendar of other family social networks, but it also allows users to add family friends as “friends of your family tree”.

Obviously, boomers are becoming more active in social media, one study last year cites that 45% of boomers online are using family social networks. What does this mean for businesses looking to advertise on social media? Don’t count out baby boomers in your social advertising plans. They’ve got financial strength that many Gen Y and X don’t have yet, so if your product or service has any overlap for the boomer generation, either as users or buyers, make them the focus of some of your marketing efforts.

If you’re ready to create a social media marketing strategy, and would like to see how you can incorporate boomers into that strategy, contact me. Let’s talk about how we can work together to help you reach your goals.

ghennipher [at] ghennipher.net

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