Introduction A survey carried out by the British Crime Survey(1983) reported the prevalence of domestic crime fear among the elderlypopulation. As stated by Costa (1984) “for the elderly the fear of crimeis even more a problem than the crime itself” and this can lead to whatGoldsmith and Tomas (1974) have called self-imposed “house arrest”.
The65+ aged group is the most vulnerable group within the elderly populationbecause, as highlighted by Walker (1985), over 70 years there is a rapidincrease in severe incapacity and it is very likely that the elderly live aloneand be forced to live at home. With the winter coming, cases burglary increasesdue to longer nights offering more coverage, to poorly lit or isolatedproperties more vulnerable during dark nights when for a thief it is easier toknow if a property is empty (British Crime Survey, 1983). Criminals’ favoritetarget are empty houses so it is important for elderly to take action.
Consideringthe elderly’ particular difficulties in controlling their domestic space,(Walker, 1985), the Hertfordshire constabulary marketing campaign aims to raiseawareness of the elderly for the winter nights, alerting them to the increasedrisk of burglary and communicating crime prevention strategies in order to haveprotected housing units, maximize security feelings and reduce fear feelingsrelated to crime.Social MediaChosenThe Ofcom’s 2017 Adults’Media Use and Attitudes report reveals that the percentage of 65+ users usingsocial media is increased significantly; the 41% in 2016 (19% in 2015) have asocial media profile. Statist’s compilation of the most popular social media inthe world reveals the primacy of Facebook as the most used social network forunder 30 and over 65 users: about nine on ten (87%) of 65+ social people chooseto have a Facebook account.
Users exclusively having a Facebook account are45-54 aged (40%) and over 65 (58%) even if this percentage is decreasing due tothe increasingly wide range of social media available. A survey conducted bythe Pew Research Center (2017) shows that the increase in Facebook is in partlinked to the increase of older social users. As result of the researchescarried out, Facebook, with more than 1,870 million active users and 18% marketshare, turned out to be the most popular and generally used social media, butabove all the most relevant and appropriate social media for the 65+ targetsegment.
Action PlanThe best solution for the social media’ success is tohave a balance between publishing often enough to remain relevant but not sooften as to be blocked or perceived by users as spam. Professionals in theworld of social media marketing who have learned the art of publishingfrequency on the various platforms reveal that two posts a day are the bestbalance to maximize clicks and the involvement of content on Facebook, forpages with at least 10,000 followers (Hubspot.com, 2017). Since theHertfordshire police’ Facebook account has 59.
437 followers and the Neil Patel’rule proposed on Forbes (2016) is not affected by differences among targetgroup, two posts per day will be the best publishing frequency decision for the65+ target group. About the publication’ time, due to the complicatedNews Feed algorithm, finding the best time to publish on Facebook is acomplicated concept. But despite this limitation, studies carried out by theHootsuite social marketing team reveal that the best publication times to getmore likes, comments, shares and click-throughs on facebook is Between 12 pmand 4 pm, except for the weekend and Tuesday. In the weekend the peak inclick-throughs on posts posted is between 12 pm and 1pm and the worst period isbefore 8 am and after 8 pm. Tuesday, as explained by Hootsuite’s social mediamarketing specialist Amanda Wood, seems to be the worst day of the week interms of Facebook’s involvement, but despite this the most effective slot timeof the day is between 12 pm to 3 pm.
Further important aspect is to monitor thepublications’ performance to keep track of the results. This can be easily donethrough “Insights” Facebook’ tool.On the basis of the information above and on theinformation obtained from the Ofcom’ report, two posts per day will bepublished, 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).