Ages of Facebook users:
That means 40% of our audience is over 45 (not exactly senior citizens but pretty close in the technology world). Why is this the case? Are older users more inclined to follow cultural organizations? Do they have more time to devote to such activities? Or, is it more about the the topic of conservation?
We'll argue that it may be all of these, but my inclination is to suggest that the latter is the biggest contributing factor. This particular Facebook page is all about Elvis, a complement to the traveling exhibition Elvis at 21, Photographs by Alfred Wertheimer, and everyday is something new about the rock-n-roll legend--trivia, curatorial insight, photographic history, videos, etc.
Not that Elvis doesn't have a younger following. Indeed, some of the most rabid fans are under 25, but those who are most engaged on our Facebook page fall into the more mature crowd; they are the folks who listened to Elvis as a kid or sat in the front row at one of his concerts. They are the ones who know Elvis inside and out; in fact, these fans have taught us a thing or two on more than one occasion.
Switching fields a bit, we also have a Twitter account for the exhibition @elvisat21, but this platform doesn't seem to attract the same number of older followers. When we've mentioned the Twitter page to our Facebook fans, the usual response is "Oh, I'm not on Twitter," or "I don't really know how to do Twitter." Even when we baited the platform with free Elvis giveaways or trivia contests, the leap never occurred. Most of our mature Facebook users were happy to stay put, even if it meant missing out on some rare exhibition-related freebies.
The exhibition continues its national tour through 2013, and the Facebook/Twitter accounts will be there along the way, so the final verdict is still out, but it's certainly interesting to see how the social media world is embracing (or not) a new audience.