For or against social networking it is here to stay.

On Facebook alone there are more than 400 million users, with over 50% logging on every day! (Facebook stats) The popular belief is that sites such as Facebook, Twitter, Xanga etc. are for the ‘yoof’ of today however, the average user is 37. (Pingdom)

In fact, according to Pingdom, 64% of Twitter’s users are aged 35 or older, 61% of Facebooks’s users are aged 35 or older and the average MySpace user is 31! The Tech-savvy span all age ranges, and it is the older generation that are using the networking phenomenon to make a difference, to get connections and network; and it is this age group who are the decision makers in organisations.

The difference social networking can make is outstanding. Take Jon Morter for example, a 35 year old logistics expert from Chelmsford, he decided to use Facebook to change the face of the music history. His story began in 2008 when he attempted to get Rick Astley to the top of the Christmas charts. Although Alexandra Burke won, there was a clear Rick Astley resurgence which gave him the chance to tour again in the summer. At Christmas Jon Morter tried again, pitting Rage against the Machine against Joe McElderry of X-factor fame. Thanks to celebratory backing the plight snowballed and the single sold 50,000 more than Joe’s.This win was seen as a bit of fun, but it really does show what the public can do if they have a voice.

This phenomenon can be used negatively too. When Jon Venables was recalled to court, early this year, a vigilante group setup a Facebook account naming David Clavert as the Bulger Killer. Over 2,000 people joined, all seeking revenge for the crime – without taking into account that Jon Venables would have been in a prison and not wandering the streets of Blackpool. The account was shut down before any statistics about age could be garnered but it would be logical to suggest it wasn’t a group of under 18’s.

The rise of the internet and social networking has given everyone an opportunity to share their opinion. When more than 100 people agree then the process of change can start. Although these activists are voicing their opinion and Digg-ing or Reddit-ing it, they are not physically making the change. Rage against the Machine won through download sales and David Calvert was never physically hurt by the 2,000 strong mob.

The 2010 election is another example of how social networkers are all talk but no trousers. During the TV debates, Twitter and Facebook was alight with ‘Cleggmania’. Various Libdem hash tags assured that the party was in the top 5 Twitter trends for the weeks running up to Election Day.

The exit polls and even Nick Clegg himself suggested a two-horse race between Liberal Democrats and the Tories. By reading Twitter many were inclined to agree. Then Election Day came and the Liberal Democrats have only won 57 seats, (they had 62 in the last general election 2005) and actually lost a number of seats to the Conservative and Labour parties.

The TV debates gave the country the opportunity to vote for who their favourite party was, and in every one Nick Clegg came equal or surpassed David Cameron. So what happened to these people? If the average age is 37, are these not the majority voters? Why are they not getting on their feet and reiterating their strong opinions? If the country could vote online for the general election, would we see a huge difference in proportional seats?

This age group are also the ones that buy the larger products, the new cars, the kitchens and the expensive holidays and as this last example shows; to use social networking to your advantage you need to make consumers really want what you are selling.

Focus your audience on one area of your product, i.e. sales, and then get people talking. Use friends, family and customers to review the product and get them tweeting about it, becoming a fan of it etc. soon it will be clear how big a difference, social networking can make.

There is more to life than a computer, but why not take advantage of it?