With social media having made its mark on the daily lives of consumers, marketers must begin to optimize their participation on these sites. Because more women than men are using these sites and are spending more time in this media space on a daily basis, marketers can win brand evangelists if they go about the engagement process properly. This is especially true as research shows that a significant percentage of women prefer communicating through social media instead of in person.
About 86% of women now have social media accounts, an average of 2.2 per person. For the most part, Facebook is the top site with 81% of women maintaining a page there. The average time spent on social media is 12 hours a week. This compares to 33.7 hours a week spent watching TV and 3.2 hours a week reading print newspapers.
What exactly draws women to this format? For 62%, it’s about controlling who they talk to and when. 24% of female social media users who responded to Weber Shandwick’s recent study, The Women of Social Media, would rather talk to their friends online than in any other format.
So how can brands win in this environment? First, they should tread carefully. About 40% of social media women have stopped using a specific social channel. For the most part, they are too busy or didn’t find the environment all that interesting. Marketers who have spent an average of $9.56 acquiring the consumer on social media know it is expensive when they lose a fan.
To limit these losses, analysts recommend that marketers listen to the social queues that women are sending on social media:
- Know which contests and promotions these women respond to and engineer future offers along these lines.
- Don’t assume all women are married or have children – the churn for younger social media women, ages 18–24, is much higher for older women and making assumptions about the personal lives of these younger users could drive them away.
- Locate the most committed members of your community and work through them to engage other users.
Have you had any success trying these strategies?[Source: Women of Social Media. Webershandwick.com. 4 Mar. 2013. Web. 23 Mar. 2013]