Seniors on social media

Social media start-ups are vying to accommodate the fastest growing proportion of online Australians, baby boomers.

People over the age of 50 accounted for 32% of Australia’s online presence and 20% of its social media use in July 2012, according to the most recent Nielsen poll.

In 2011, Andrew Dowling launched Tapestry, an online platform designed for seniors that integrates social media, email, village noticeboards and other features into one, user-friendly interface.

Mr Dowling conceived the idea after observing some of the more alarming trends in aged care, reflected in the experiences of his own grandmother.

His vision for Tapestry was that it would assist the elderly to combat feelings of social isolation and loneliness by helping them stay better connected with family and friends.

By interconnecting with popular social media sites like Facebook and Twitter, users can automatically reach loved ones who exist in those networks, without having to sign up themselves.

Over 2012 and 2013, Tapestry was trialled with 15 residents of Wesley Mission’s Alan Walker Retirement Village in Sydney’s north-west.

They were given the latest tablets to experiment with the program, finding family and friends across the city, inter-state and overseas.

Wesley Mission CEO Keith Garner said the village embraced the concept because of its simple, secure and effective means of reuniting loved ones.

“One resident was overjoyed to see photos of her great grandchild only a few hours after it was born,” Dr Garner said.

Another participant, Shirley, who has since passed away, was competing with her granddaughter on Scrabble app Words with Friends following the first day of the trial.

“She’d never even used a computer before,” Mr Dowling said.

While many found the prospect of technology daunting, even threatening, Tapestry offered the safeguard of a paid account system to avoid advertisers known to request personal details.

Dr Garner said older Australians are ready and willing to use social media if given the opportunity, skills and support.

“The program provided intellectual and social stimulation, and for many, opened up a whole new world which would otherwise seem daunting,” he said.

“The trial has provided an even greater impetus for Wesley Mission to think strategically about the use of new technology and social media.”

Social media expert Matt Cox said Tapestry addresses the usability of the social media platform, making it a major drawcard for elderly people repelled by the Internet.

However, after training in aged care, Mr Cox found that most elderly people who were comfortable with the Internet did not find Facebook too much of a problem, and questioned the need for a simpler platform.

“Facebook is kind of the hub for social networks, the conduit for Instagram, Twitter and others to travel. The seniors that I’ve seen using Facebook, do so quite competently,” he said.

Mr Cox said there is a lot of value to be gained for elderly people using social media.

"One of the cool things we've found with elderly using social media is the idea of legacy," he said.

“Three years ago Facebook rolled out the Timeline, which essentially tells the story of your life, allowing you to slowly curate your identity and build a legacy.”

Mr Cox said the market for Tapestry exists predominately in nursing homes and retirement villages, and will shrink as emerging generations become more comfortable using social media, namely Facebook.

“By the same token, we don’t know what will be around in 40 years that may replace Facebook,” he said.

Mr Dowling has currently postponed further development of the Tapestry program to pursue his latest venture, Stitch.

While Tapestry helps seniors connect with people they know, Stitch is the gateway to connecting those who don’t yet know each other.

“When you get to a certain age, your social circle inevitably shrinks as people die or move away.

“We built Stitch because nobody needs to feel lonely, no matter what their age.”

Stitch launches in the Bay area of San Francisco next week.