Introduction best solution for the social media’ success


A survey carried out by the British Crime Survey
(1983) reported the prevalence of domestic crime fear among the elderly
population. As stated by Costa (1984) “for the elderly the fear of crime
is even more a problem than the crime itself” and this can lead to what
Goldsmith and Tomas (1974) have called self-imposed “house arrest”. The
65+ aged group is the most vulnerable group within the elderly population
because, as highlighted by Walker (1985), over 70 years there is a rapid
increase in severe incapacity and it is very likely that the elderly live alone
and be forced to live at home. With the winter coming, cases burglary increases
due to longer nights offering more coverage, to poorly lit or isolated
properties more vulnerable during dark nights when for a thief it is easier to
know if a property is empty (British Crime Survey, 1983). Criminals’ favorite
target are empty houses so it is important for elderly to take action. Considering
the elderly’ particular difficulties in controlling their domestic space,
(Walker, 1985), the Hertfordshire constabulary marketing campaign aims to raise
awareness of the elderly for the winter nights, alerting them to the increased
risk of burglary and communicating crime prevention strategies in order to have
protected housing units, maximize security feelings and reduce fear feelings
related to crime.

Social Media

The Ofcom’s 2017 Adults’
Media Use and Attitudes report reveals that the percentage of 65+ users using
social media is increased significantly; the 41% in 2016 (19% in 2015) have a
social media profile. Statist’s compilation of the most popular social media in
the world reveals the primacy of Facebook as the most used social network for
under 30 and over 65 users: about nine on ten (87%) of 65+ social people choose
to have a Facebook account. Users exclusively having a Facebook account are
45-54 aged (40%) and over 65 (58%) even if this percentage is decreasing due to
the increasingly wide range of social media available. A survey conducted by
the Pew Research Center (2017) shows that the increase in Facebook is in part
linked to the increase of older social users. As result of the researches
carried out, Facebook, with more than 1,870 million active users and 18% market
share, turned out to be the most popular and generally used social media, but
above all the most relevant and appropriate social media for the 65+ target

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Action Plan

The best solution for the social media’ success is to
have a balance between publishing often enough to remain relevant but not so
often as to be blocked or perceived by users as spam. Professionals in the
world of social media marketing who have learned the art of publishing
frequency on the various platforms reveal that two posts a day are the best
balance to maximize clicks and the involvement of content on Facebook, for
pages with at least 10,000 followers (, 2017). Since the
Hertfordshire police’ Facebook account has 59.437 followers and the Neil Patel’
rule proposed on Forbes (2016) is not affected by differences among target
group, two posts per day will be the best publishing frequency decision for the
65+ target group.

About the publication’ time, due to the complicated
News Feed algorithm, finding the best time to publish on Facebook is a
complicated concept. But despite this limitation, studies carried out by the
Hootsuite social marketing team reveal that the best publication times to get
more likes, comments, shares and click-throughs on facebook is Between 12 pm
and 4 pm, except for the weekend and Tuesday. In the weekend the peak in
click-throughs on posts posted is between 12 pm and 1pm and the worst period is
before 8 am and after 8 pm. Tuesday, as explained by Hootsuite’s social media
marketing specialist Amanda Wood, seems to be the worst day of the week in
terms of Facebook’s involvement, but despite this the most effective slot time
of the day is between 12 pm to 3 pm.

Further important aspect is to monitor the
publications’ performance to keep track of the results. This can be easily done
through “Insights” Facebook’ tool.

On the basis of the information above and on the
information obtained from the Ofcom’ report, two posts per day will be
published, the first at 9 am (peak point of social media’ reach for the target)
and the second at 4 pm (highest point of computer’ reach for the target).