No abstract

The emergence of the baby boomers, as a new group of people aged 55 to 75, with unique interests, media exposure and shopping habits, set a before and after in the language that brands must speak. The main objective of social media is to build engagement, and in the digital environment, it means engaging both seniors and companies. For this, learning how they act in the digital environment is key. This paper aims to show how baby boomers behave in this environment, showing the challenges and advantages brands have to reach them effectively. Based on an exploratory and qualitative study with focus groups of senior internet and social network users from Portugal and Spain, the results show that analysing their habits of exposure to these media and the interests, brands do not seem to speak the same language they do, and that is why baby boomers do not feel engaged with them online. This work provides recommendations to get this engagement and improve the digital experience. In this line, to build this engagement, brands need to understand the variables of interest for baby boomers stemming from this study: affiliation and support. On the other hand, they must assume that this level of engagement will depend on establishing an active dialogue, with content targeted at different segments of the population, related to the variables above (affiliation and support), and to a degree enough to reach baby boomers emotionally.

Social networks host numerous comments on television programs. Two-screen viewing, where the viewer follows their favorite programs from the television screen, the screen of their computer, tablet, or mobile phone, allows the use of social networks to know the responses of viewers in real time, creating a communication channel (backchannel). Regarding the methodology, the analysis carried out in this work is based on the use of indicators. The main objective of this work is to show the methodology of evaluation by indicators in social networks of Spanish fiction series broadcast by general channels. In addition, a case study is included: series, programmed in prime time, on generalist television. In conclusion, the authors see that it is becoming more common for viewers to change their habits when consuming television programs. Once again it has been revealed in the analyzed series where the exclusive profiles of the series generate a greater linear audience.