HR/benefits managers looking for new and more effective ways to interact with baby boomer employees should be inspired by a new Pew Research Center report that found social networking participation among this highly coveted group surged more than 60% in the past year.

The survey of more than 2,200 adults conducted between April 26 and May 22, found that 32% of Internet users between the ages of 50 and 64 are now using a social networking site such as Facebook, LinkedIn or Twitter on a daily basis — up from just 20% at this same time last year. It’s also the first time in Pew Internet surveys that social networking participation among all adults eclipsed the 50% threshold.

“The graying of social networking sites continues, but the oldest users are still far less likely to be making regular use of these tools,” says Mary Madden, senior research specialist and coauthor of the report. “While seniors are testing the waters, many baby boomers are beginning to make a trip to the social media pool part of their daily routine.”

Barrett writes for Financial Planning, a Source Media publication.

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