Over 50 and wired: Web-based stakeholder communication

Authors

  • Heather Martyn Emerson College
  • Linda M. Gallant Emerson College

DOI:

https://doi.org/10.5210/fm.v17i6.3449

Keywords:

Older Adults, Social Media, Stakeholder, Online Communication

Abstract

Public relations professionals in the era of online communication and social media need to use the best channels of communication to reach specific publics. To achieve this, research is needed in how specific demographic segments seek out and use online communication. A growing online audience segment is adults 50 years old and older, important organizational stakeholders. A layered case study, utilizing surveys and interviews, presents an organization’s research on Web–based communication strategy with older adults. The findings reveal several important communication dynamics for online interaction with audiences. These include: how older adults prefer to seek out and receive information; the importance of a technology’s ease of use; increasing uses of social media profiles; and, personal contact.

Author Biographies

Heather Martyn, Emerson College

Heather Martyn is a briefing and research specialist at Forester Research. She completed her M.A. in communication management at Emerson College. Heather?s research and professional interests are in web-based communication.

Linda M. Gallant, Emerson College

Linda Gallant is the graduate director of the communication management M.A. program at Emerson College, where she is an assistant professor of communication studies. Her research focus is on web-based communication and social media.

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Published

2012-06-02

How to Cite

Martyn, H., & Gallant, L. M. (2012). Over 50 and wired: Web-based stakeholder communication. First Monday, 17(6). https://doi.org/10.5210/fm.v17i6.3449