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Revised Digital Strategy for ABC Health

Revised Digital Strategy for ABC Health. Group: “Over the Hill but not Six Feet Under” Jacob, Larisa, Ludan, Monique. Social Media & Older Adults. Late adopters of technology TV and printed newspapers remains the primary source for information

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Revised Digital Strategy for ABC Health

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  1. Revised Digital Strategy for ABC Health Group: “Over the Hill but not Six Feet Under” Jacob, Larisa, Ludan, Monique

  2. Social Media & Older Adults • Late adopters of technology • TV and printed newspapers remains the primary source for information • 12% of adults age 65+ and 32% of those ages 50-64 years old own a smartphone • Adoption rates for those 65 and older have tripled in the last four years (from 13% in the spring of 2009 to 43% now). • Strategy: Focus on YouTube-since the platform is closest to “TV” • Use of social media is viewed as an “accomplishment” in Seniors.

  3. Branding Dr.B - “He’s a Bit of a Baldwin”

  4. Branding Dr.B • Chief Health Correspondent vs. Chief Health & Medical Editor • Personalize his ABC bio pg (e.g., efforts worked on not just CDC creds etc… - give it a human angle & meaning) • Increase visual presence • 1 min videos on site • Re-occurring health segment on ABC • ‘Ask Dr.B’ headshot icon on main health pg 4. Tend to trust & refer back to 1 individual for health news 5. Establish Dr. B as an “authority on health” 6. Clean up Dr.B’s Twitter: followers >> following

  5. Social Media Opportunities YouTube as #2 search engine Role of grandparents as advisors wrt child rearing Opportunity for reciprocation through word of mouth with Twitter (grandkids) & ads or health news articles on FB (50+ year old kids) #DrBchat #askDrB

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