Playing the Generation Game 

Let’s start with a simple question. Do you know which generation group you are in?

There are so many different terms that it has become quite confusing, especially as I now see business articles referring to target audiences as Gen X, Gen Y and Baby Boomers. These are terms frequently used in the news and in marketing, but what do they all mean?

A recent article I received, about finding the best social media platform for my target audience, had me scouring the internet to find a concise definition. Then I thought, if I don’t fully understand what generation groups are, other people may be just as confused.

It’s not just a personal thing. From a business perspective, we need to be seen on the right social media platforms. We have to know which groups our customers fall into, because different generations have their own social media favourites. 

Our Ancestors

When people talk about Generation X it can be a bit baffling. It seems to me that it’s because when we think about generations we think about the family – parents, grand-parents, great grand-parents, etc.


This is one way of looking at it, and it’s called ‘Familial Generation‘. You and your siblings are one generation, your parents, aunts and uncles, are another, grand-parents are another. And so on. 

When you hear talk about Gen X, Gen Y and Millennials there is a different term for these and this is when it gets a bit mind-boggling. These are called ‘Sociological Generations‘. It’s even more of a tongue-twister than ‘Familial’ isn’t it? I think it’s more important to know the actual group names, than understand their definitions, but I’ll try and summarise it.

Life Events

Putting people into sociological categories – Baby Boomer, Generation X, Y, etc is more complex because it’s seen from two different angles.

One is based on birth rates as documented by the census, which considers population expansion and contraction. So if there is an age difference of 5 or 6 years between siblings, according to the census they could be in different sociological generations. If your parents were very young when they had you, you could potentially belong to the same category, as defined by the census. That part of it is probably the most difficult to understand. 

The other way of defining sociological generations is through life events that link groups of people. Sociologists look at common life events and shared experiences to define the groups.  

For instance, ‘Generation X’ grew up with parents who divorced and mothers who worked. Personal computers were just coming on the scene. And there was that cross-over from analog to digital tv. Along comes MTV, Atari, computer games, Apple, YouTube, Facebook. It’s these elements which are used to define the X, Y and Zs.

Therefore, in marketing terms, it’s the sociological generations that are being referring to, and that we should try to understand.

Identify the Generation Group

generation group and year of birth


I’ve made it into the Baby Boomers group (1963) so this article, about finding the Best Social Media Platforms is actually pretty accurate when I think of how I interact with the world wide web.

Knowing the generation group will help to focus on theright social media outlets. So saving time posting to the right social media sites might give us more time to focus and improve other business areas, such as our websites, orimproving our content

It won’t be a ‘one-size fits all’ for every business scenario, and there might be some trial and error. But, when we’re running a business, this ‘Generation Game’ might give us more time to spend with our loved ones. That has to be a ‘Brucie’ bonus.

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Social Media & SEO

Do you promote your business on social media platforms, such as Facebook, Instagram and Twitter? Did you know that boosting your postings on social media could help your Search Engine Optimisation (SEO)? 


“…it’s a fact that social media properties do dominate the front of the search engine result pages for brand names. Which means, social media profiles indeed have the power to rank in the top 10 results. Social media profiles are a great way to connect to your prospects and customers”

Kyren Smith, Lyfe Marketing


So, does social media impact SEO? Well, yes, there is a tenuous link between although it may not be immediately clear or easy to explain. Boosting your postings could improve your search engine rankings and bring traffic and visitors to your website. More traffic means higher visibility in search rankings and ultimately more customers. 

How does it work?

If you write a blog and post the link to this on your Facebook page then it will get liked and shared. If not, then maybe you need to brush up on your blog-writing skills, but that’s another story. Social media is built for sharing, so the more people like and share your blog, the more people see it and your business gets more visibility. Make sure your post settings are public, so if friends of friends see your post they will click on the blog link (the URL), like and share it.. The blog URL is linked to your website so by clicking on the blog link takes traffic to your website. So you are linking the blog to the site and that link is an important factor in  SEO ranking .

According to Google, social media is NOT a factor that directly affects your SEO ranking, but there is evidence that things like ‘likes’ and ‘shares’ are somehow related to your ranking. However, social ‘likes’ and ‘shares’ are definitely a direct ranking factor for Bing.. 

Optimise your Social Media sites

If you have several social media sites…Facebook, Twitter, Instagram, LinkedIn, Pinterest…are they consistent?

  • Make sure you have a profile image so you are more recognisable. Complete the profile section, making it relevant to your business, and appealing to your audience. 
  • Wherever possible make sure your profiles include a link to your website and if you have any offers or promotions then try and add a link to those as well. 
  • Be consistent with your posts and blogs and provide regular updates. But bear in the mind the post guidelines for each site because you don’t want it to look like your spamming. For example on Twitter you should post several times a day, but you don’t need to do this with Facebook or LinkedIn. 
  • Posts do better with images. Use eye-catching photos to attract attention. Catchy headline. Great content. And ask people for a share – it’s good, proven optimisation.
  • Use Hashtags because they are Keywords. They help categorise your content and help people find it. Just don’t over do it and use them correctly on the different platforms. Register a brand-specific hashtag and use it on all your posts
  • Review your website and make sure your content is optimised for social media sharing. Add social media sharing buttons. Videos show up in search results so add some into your content. 
  • Interact with people. If someone comments on your post, respond. Join groups and take part in conversations.
  • Keep posting – stay professional, unbiased, credible, approachable, and most of visible.


To read more, go to: How does Social Media Impact SEO? And if you need expert help with Social Media marketing, in my opinion there is no-one better than Micala Wilkins at Alacim Social Media Marketing. She has been in the marketing business for several years and has helped me enormously. Remember Social Media does impact SEO but only if you get it right! 

First published 22nd Feb 2020. Updated 9th April 2020

SAA I.T Test Consultant


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Why having your own business website is so important

In a recent poll I conducted on Facebook a couple of weeks ago, I asked ‘Do you think it’s important to have your own business website?’ A staggering 96% voted Yes. And I say ‘staggering’ because when I check out the various social media platforms, I rarely see anyone promoting their business website.

So maybe there’s a lack of understanding as to why social spaces are the perfect arenas to promote their business website. 

Online research still on the increase

More and more businesses are setting up online because they have the potential to sell their products or services to a wider market. Data shows that researching on a product, service or holiday before parting with any cash is still on the increase.

Having a website designed for your business is an important step towards grabbing a piece of the online marketing pie. And building a business website is so much easier now. You can hire a professional to help build it or you can use one of the various Website Builders, such as WordPress, Wix or Squarespace.

Searching online using multidevices

What are the Pros and Cons of having your own business website?


 1. Less competition 

If you sell your products or services on eBay, Amazon, AirBnB or similar sites you are competing with other sellers. Your potential customers don’t go on the main selling sites to look for your products. Even if they find one of your items, they can be distracted by other adverts flashing up around them. Creating a business website means your products and services can be found and, with no distractions, they are more likely to buy.

 2. Create brand awareness

It’s a competitive world out there and building a website with your brand name means that if it’s good people will recognise it, talk about it and share it. Having a business website with a secure (https) domain name that’s relevant to your business stakes your claim to that name. Getting there first will protect and secure your online brand and reputation. SAA IT Test logo

3. Reach a wider audience

Having your own business website you can attract customers from anywhere in the world, not just social media users. Not everybody has a Facebook account but most people have internet access and they use it to research before they buy.

4. Customer service 24/7

You can keep in touch with your customers and offer advice and support anytime anywhere.

5. Access to Business Information

Even if your physical shop is closed your customers can still find your business website and they can access it from a variety of devices. As long as you keep the information uptodate they can check availability of goods and services and check your prices.

6. Advertising

Use your website as a tool for advertising your business and creating customer awareness of your products, brand, and offers. Encourage your customers to leave reviews.

7. Fresh content

This can be a Pro and a Con. Your website is there to promote your business. Make sure the information is uptodate and interesting enough to attract more customers. Writing great content is a task in itself, hence why it’s also listed under Cons. There’s plenty of help out there if you know who to ask, and some excellent tools too. (that’s another Blog topic!)

8. Reduce communication costs

The Internet is an inexpensive form of communication and a great way to keep in regular contact with customers, suppliers and other businesses.


1. Website crashing

Error message on a website

Sometimes your website might crash making your business unavailable to customers. It’s normally only short-term so don’t let this put you off.
2. Accessibility

More and more customers use mobile devices for online purchases and if your website isn’t customised for mobile users they go elsewhere. Make sure you have a Responsive Website Design (and that’s also another topic).

3. Poor design

Some websites look cluttered and the user journey from searching to buying is too complex. If customers can’t find what they are looking for within a few seconds they won’t stay on your website very long.

4. Bad publicity

If customers leave a negative reviews on your website the bad publicity could have a huge impact on your brand reputation. Don’t ignore bad reviews and feedback. Respond calmly and professionally. Tell them what you will try to do to change things, offer a free replacement. How you respond can turn bad publicity into good publicity. But this isn’t just linked to business websites, it anywhere someone can leave a rating or review.

5. Not reaching your target audience

It’s not always easy to reach the right audience straight away. It can depend on your content and how your business ranks in searches compared with your competitors. Don’t be disheartened, there are people out there who can help with advertising, SEO, and content writing.

6. Poor content

Keeping your content fresh, informative and uptodate can be a real advantage. If you’re not comfortable writing your content then the thought of it could put you off having your own business website. There is help out there and sometimes all it needs is a fresh pair of eyes and a little encouragement to get you on the right track.

Increase Your Sales

So, you can see the Pros for having your own business website outweigh the Cons. The potential for increasing your customer base, business branding, reputation and increased sales is just too good an opportunity to miss.

What are you waiting for? Let’s get your business website working for you today.


Shirley Atkinson

SAA IT Test Consultant

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