With a record number of women on social networks, getting to the heart of their motivations for participating in these social spaces is more important to marketers and business owners than ever before. A recent survey by a women’s social networking site called ShesConnected attempted to tackle the question “What do women want out of social networks?” Their findings not only illuminated what women are looking for on social networks, but also where they’re going to get what they want.
Why is this so important? Well, if you’re looking for the perfect gift to get the woman in your life for her Birthday or trying to decode what she means when she says “It’s fine!” this information won’t help you; but, if you’re selling women’s products online this will give you a good idea of where you need to be to reach your market.
Where Are All The Ladies?
Facebook and LinkedIn were by far the most popular social networks with the women surveyed. Below is the percentage of women who indicated that they were members of each social network:
- Facebook 83%
- LinkedIn 73%
- Twitter 55%
- MySpace 41%
The results of the survey show that the women on these social networks are very active. In fact, more than half of women check their networks multiple times per day, and 48% reported being a member of four or more social networks.
What Makes These Social Networks Appealing to Women?
When surveyed, the top five responses that women cited as being “very important” reasons for them to join social networks were:
- Network professionally
- Stay up-to-date with friends
- Promote my business
- Stay up-to-date with my groups
- Research products and services
Interestingly, these responses do not match up with the reasons that were previously believed to draw women audiences to the social scene. With the rise of “Mommy Bloggers” there has been a strong emphasis recently on the profile of the female social network user that goes to social networks to research products for her home and family, make new friends with fellow women, and get the best deals and discounts online. This, however, may not be the “typical female social network user.” Women, more and more these days are joining social networks to help boost their careers, and also stay in touch with the people that are important to them.
Facebook and Beyond
If you sell women’s products online obviously you’ll want to go to where your audience is online, so here are a few key take-aways:
- If you’re limited on time right now your best bet is to start with a Facebook business page. Facebook is the most popular major social network right now with women. Start there, and when you have more time (i.e. after the holiday shopping season) expand outward.
- Facebook, LinkedIn, Twitter, and MySpace will not be around forever. If you understand why women are on these networks you can make more informed decisions about your company’s online presence as new social networks are developed.
-Kate Pierce eCommerce Specialist