The conversation of gender inequality in the professional space has recently risen to the top of conversation over the past decade, arguing that women are generally doing less and as a result making less than their male counterparts. These results may still remain true in most fields, however young women are taking over the social media marketing space as leaders of change in styles of storytelling in the new digital economy.
According to a study done by social media expert Dr Ruth Page, of the Department of English, University of Leicester, women are biologically more expressive, willing to share and reveal more about their personal lives. They primarily use social media to connect and and form relationships with those they follow.
Men, by contrast, use social media specifically to gain influence and expertise over competition. They primarily perform research and interact only with those that can help the individual better himself and his career.
So what does this mean? In terms of social media marketing, women are naturally the main target and the ones leading the social media revolution.
This study commissioned by American Express found that 6% more women than men use at least one social networking site for their small businesses, while 8% more women than men make products available for sale online. Women recognize that their target audience (other women) are the ones that actively use social media and to succeed as a business, they know they must market primarily through those outlets.
According to Page, “The role of young women as leaders of the changes in the styles of storytelling in social media is significant as it is at odds with other statistics that show that they are under-represented as the developers of social media sites and software.”
A solid strategy for any social media business effort is to be as human as possible in your interactions with fans and followers. Does that mean a woman should be running your social media presence especially when working with influencers? Not necessarily but it might be worth a try for you as a small business to try and help promote your brand image as being relatable and naturally conversational.
This could mean feeding into notoriously female cliches as a means of building community and boosting fan loyalty. Examples: Posting more personal information and content relevant to your brand, or engaging more frequently and readily in online conversations by teaming up with female power influencers.
Sometimes girl power is the way to go, especially when it comes to social media.
Check out these info graphics for more information about how women are dominating the digital marketing space!
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