It’s been hard to miss the efforts going into transforming the nations over 55s into “silver surfers”.

Online workshops, niche networking sites like Saga Zone and even Sir Terry Wogan as a Silver Surfer Day ambassador (Yes – it really exists!) and all urging the over 55s to log on.

It all seems to be working. According to the latest research from Pew Research, the average age of users of social networking websites such as Facebook, LinkedIn and Twitter are getting older.

According to the research, the number of online users over the age of 50 has nearly doubled to 42% in May 2010 from 22% in April 2009, as older people use social networks to keep in touch with relatives and catch up with old friends.

So what? Well to many brands, the rise and rise of social media has been considered a youth phenomenon (or under 35 anyway). Encouraging brands to reevaluate this, even with the latest stats is challenging. Just like all social situations – understanding who you’re talking with, and why, is key.

I don’t think many do – and what’s more, I believe that the ‘silver surfer’ title may be doing us all more harm than good.

Lumping everyone over the age of 55 in one group in any other sense seems ridiculous.  At 55 you may have taken early retirement and be pottering around the garden, but you may also be a high flying businessman or woman. At 65, 75, 85 and 95, life, commitments and challenges are different. (For those who think 95 might be pushing it, then remember Ivy Bean, the world’s oldest tweeter, who died aged 104 this year.)

Mixing an older audience into current social media communications means that we all need a greater understanding of how all of the people over 55 use that space.

Just like the niche communities that spring up in our teens, twenties and thirties – this 50 year age block wants different things, from different people at different times.

They may be on Facebook but are they watchers, commentators or broadcasters? Do they actively look up brands that they engage with to share their opinion, or do they silently read, absorb and relay the news to their offline community?

It’s time for brands to consider the people behind the tag and gain a greater understanding of their desires.