Social media is quickly becoming extremely important when it comes to the success or failure of a business. Even so, the field is still very new, and a comprehensive understanding of how best to take advantage of social media has not yet been conclusively demonstrated.
It is already quite clear that ideas which spread rapidly through the social media can be used in order to promote a business or a particular organization. At the same time, it is not as easy to identify which ideas will spread rapidly through a group, and to what extent it is possible to facilitate this process. Nevertheless, it is certainly worth asking these questions.
One question that certainly bears asking is the question of how gender relates to the social media. Are women more productive with social media than men are?
A straightforward, cut and dry answer to this question is probably impossible. Nevertheless, there is certainly some evidence to suggest that this might be the case. More than half of adult women participate in the social media on a regular basis. A study conducted by RescueTime found that women spend about 6.43% of their time on social networks, while men spend about 3.96%. This would tend to indicate that women would, if nothing else, have more experience with the social networking interface.
Additionally, while men tend to outnumber women in some of the more obscure social media sites, and are tied with YouTube, they outnumber men on Facebook, Twitter and MySpace. The fact that women tend to frequent the more commonly used social networking sites while men tend to use the more obscure ones might say something about how men and women interact. Men might be more likely to specialize and obsess over specific fields of interest, where women are more interested in general human discussion.
Young women can be expected to be especially fluent in the “language” of social media. Seventy-three percent of women in the “millennial” generation (currently aged 18 to 26), frequent social media at least twice a week. Only 62% of women in “Generation X” can say the same. Only 46% of baby boomers and 30% of the elderly visit social media over twice a week.
The top three topics that women use social media for are entertainment, food, and health and wellness. The vast majority of them use it to stay in touch with friends and family (75%). More than half also use it for fun or to get in touch with people sharing similar interests. What all of this says about productivity is hard to identify.
Businesses hoping to spread awareness about a product related to entertainment, health, or food would probably do better working with more women than men. It might be fair to say that while men may be more likely to be able to identify the best website host, email hosting provider, or even by easily signing up for free Facebook ad placements like different social media marketing tools on the web, women are far more likely to understand how to spread the news.
The evidence seems to suggest that women are generally more skilled at contacting people, communicating with them, and spreading messages than men. It should go without saying, of course, that the skills any given individual has should be evaluated on a person by person basis, rather than on the basis of the performance of the group.
What do you think?