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Editor's Notes

• #5: Quick show of hands, please… How many of you have got irritated or frustrated by an old person, maybe walking too slowly in front of you or taking ages to pay at a till/ take cash out?
• #6: Misao Okawa – 114-year-old - was world’s oldest woman. Daughter of a kimono maker
• #8: Bring some humanity, warmth and a story to older people People like Alan – who at 79 is still giving tapdancing lessons all over the world (as well as at his local Age UK) and is the President of the International Jousting Federation Or Fauja – the world’s oldest marathon runner. At the age of 102, he ran the London Marathon on behalf of Age UK. He’s now 104 and still runs every day
• #9: Knowing how you're going to write and talk to your audience is crucial. You need: consistency, distinction, humanity
• #10: Think about what encourages you to ‘do’ something beyond ‘read’ on social. It provokes something inside you. You could be irritated by someone who’s always saying things you disagree with, sad about a moving video, angry having watched the footage in America of the
• #12: These probably sound obvious, but if you don't even consider them before starting to build your following and posting, your channel will become schizophrenic and confusing to the audience you do have, making them less engaged.
• #14: On Facebook, we don’t solely use Age UK-related content. We take topics and stories that we know will resonate with our audience and put themout there. We follow the 10:4:1 rule Who likes talking to someone who always hogs the conversation about themselves and never wants to know what anyone else is up to? Age UK had 89k audience at time of writing These aren’t exceptional – we regularly get this sort of numbers…
• #15: We follow the 10-4-1 rule Even a potentially downbeat topic such as being in poverty can be made slightly more positive and emotional by getting real people to talk to about it.
• #16: We all know that a tweet is so short that it has to really work hard. Some tweets can tell the story in just the 140 characters, but the ones that work best tell the story and urge the reader to explore further
• #18: There was a bit of overreaction to the latest change from Facebook – essentially, they want to curtail what they see as ‘promotional content’ following responses to a recent user survey. What this means is that you have a really essential message, you may have to pay for it. What they don’t want to do is have what are effectively ‘ads’ appearing in a regular news feed. This speaks to the 10:4:1 ratio that I talked about earlier. It also doesn’t mean that people won’t interact with your content, but you have to be very clever about what you post.
• #19: Urgency can be blocked by customers minds if you don’t give them specific instructions on how to solve the problem. Be as clear as you can – vagueness won’t help.
• #22: For a recent Age International campaign to promote a new video, we achieved a return of 3p per view. For audience building, 10-20p a fan is highly achieveable – although a lot depends on your knowledge of your users.
• #25: Research into brain activation has shown that our brains actually light up when we hear or see our own name. In addition to that, we are more engaged and more trusting of a message that includes our name.
• #26: The #1 thing that creates loyal supporters is ‘reciprocity’. Numerous studies have shown how important this is and 1-2-1 reciprocity is the most potent. This is why great customer service is so prized and – equally – why a good social media strategy that values excellent communication between your brand and your users is like gold-dust. If you’ve ever ticked the Gift Aid box when donating things to a charity shop, you’ll know that you should eventually get a letter saying