A new survey confirms that 80% of customers aged between 50 and 75 are active on social media.

McAfee’s Fifty Plus Booms Online study shows that the age bracket most likely to be in the market for a new car purchase are using social media.

Chris Caines, Pinewood marketing executive, commented on the findings: “This report highlights and reminds dealers of two key aspects of their brand’s social media use – know your audience, and maintain safe social standards to help the user.

“Many brands still wrongly consider social media as ‘the new big thing’ and that it’s ‘kids using Facebook’, when in reality the landscape is completely different.”

Pinewood has added free social media tools to its Pinnacle dealer management system in order to reflect the change in consumer behavior.

Caines said: “Your tone and the content of your social conversation needs to consider every single prospect and customer, young and old, as failing to do so might well distance them from your dealership.”

Additionally, the study serves as a reminder that online data protection is incredible important in an ever increasingly digital world. In the McAfee study it was noted that 52% of respondents have shared their email address, 27% their mobile phone number and 26% their home address on social networks.

Caines said: “Although data security responsibility falls with the individual, a dealership can help avoid situations where data might be divulged.

“The art of this is knowing when to take the conversation offline, and away from the social network. Do not ask a customer to tweet their phone number so you can call them to handle their complaint – ask them to send you a direct message, and speak privately online.”