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Why Women Are The Big Prize of Social Media

Why Women Are The Big Prize of Social Media

Ladies, do you ever feel really unappreciated?  Well, at least you can rest of the fact that you’re important to someone.

Yes, the marketing department.

Businesses, paying more attention than ever to social networking and who tends to make the majority of household purchases, have suddenly realized that women are in fact a hot commodity.  And they are revamping their outreach to cash in.

Via Forbes Woman:

Research shows that women are more active than men in social networks like Facebook (where they are 57% of users and do 62% of the sharing) and are more likely to trust information found in online women’s communities, particularly when it comes to making purchasing decisions. In fact, a recent study by women’s site iVillage revealed that 51% of women’s community users trust product information found in them, compared with only 14% on typical social media sites.

More importantly, women control 85% of household spending decisions, making them PepsiCo’s strongest consumer base. “Women are increasingly influential in the digital space,” says Jamie Stein, digital director for the company. “We want to build a community to have a two-way dialogue. Our strategy is listening, engaging and enabling–connecting with women in real time, on their terms.”

The need to reach women is beginning to rumble through the business world. Wal-Mart’s lead strategic planner, Katherine Wintsch, founded think tank The Mom Complex to improve the retailer’s mom-vertising. NBC launched marketing research group Women at NBCU to better understand the female consumer. Rumor has it that Pepsi’s snack rival, Kraft, may be launching a similar initiative soon.

“We see a lot of runway here,” says Stein. “Women are using social media in a huge way. We want to tap into that.”

So, the day of the 18-40 year old white male demographic may be coming to an end when it comes to consumer outreach.  Now, if they could just come up with a better, more inclusive term than “mom-vertising.”

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110 comments

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4:44PM PDT on Mar 27, 2011

this somehow doesn't make me feel better about our place in society.

2:36AM PST on Feb 23, 2011

Thanks for the article, and for the very interesting posts!
I hope times may be changing for almost the opposite reason: while for generations wives have been in charge of "daily" shopping, I see lots of husbands in the younger generations sharing this chore... "dadvertising" is going to be another annoyance, but also a sign that families are achieving a better balance!

11:25AM PST on Feb 20, 2011

yes, that's a fact...and we own to whom who fought to accuire equality for women...still a long way to go...take a look at World Bank reports...USA and Canada still are so behind in comparison to Scandinavian countries in equality indexes but far better than Arab countries!! but maybe hidden patriarch system here loves the fact...

12:30AM PST on Feb 20, 2011

it a women world but they leave us men to do the dirty heavy work

1:19PM PST on Feb 19, 2011

i'm glad i know this. i'm gonna watch out for adverts.

9:56PM PST on Feb 18, 2011

Thank-you for the interesting article. Just to make sure I read it in the manner it was intended, are you saying that the males of this species are finally coming to their senses?!?! I once read a quote that basically said, "behind every successful man is an intelligent woman". A little food for thought.... And as far as those social websites go such as facebook, myspace, etc., in my opinion, they are a mere replacement for the white picket fence. Don't people have anything better to do w/ their time??? Thank-you.

6:22PM PST on Feb 18, 2011

Women are valuable to more than just the media..I know this is not the main point of the article, but still..

9:33AM PST on Feb 17, 2011

Most companies realize that women are the shoppers and cater to that fact. I have worked for retail stores and they do customer surveys to find out who's doing most of the spending and for what items.

7:52AM PST on Feb 16, 2011

I'd hardly call being the target of consumer marketing campaigns "being appreciated". This illustrates the primary good reason not to "like" any corporate interests on Facebook. I, for one, will resist the pandering(soft sell though it may be), much as we resist the spammers here on Care2. Where's the "flag as inappropriate" button? Oh, I know! "Unlike" them all!

5:33PM PST on Feb 15, 2011

Thanks for the article!

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