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July 25, 2010 / Tony Arena

What you need to know about women consumers and social media

As of December 2009, almost 90% of women engage in social media. If your business offers something particularly interesting or useful to women, you simply can’t ignore the numbers that are glaring you in the face. That is, unless you just have no interest in keeping your business moving in the right direction. Considering that in 2008, the percentage of women engaging in social media was only 48%, you can see just how quickly it has picked up. I highly doubt there will be any drastic downfall anytime soon.

Many of the larger, online businesses have already kicked into gear to keep up with these trending numbers. Baby and Me, for instance, clearly understands how quickly word-of-mouth and referrals can go – or in the online world of marketing, how quickly something can go viral when done right. Take a look at their Facebook page and you’ll see that the first thing you see is a custom-made page that asks you to share the page with someone you know. They also have an active presence on Twitter. For businesses that have an audience of primarily women, Facebook should be the priority though.

• 50% of people engaging in social media have bought something after seeing information about it on one of the social networks.
• 40% of people engaging in social media have taken advantage of coupons offered through social networking site.
• 95% of women engaging in social media use Facebook
• Nearly 40% of women engaging in social media use Twitter

Take note here. While lots of women clearly use more than one social networking site, Facebook is the big daddy. Yes, 90% of women using social media are using Facebook. But guess what? 72% of Facebook users say that they login to the site on a daily basis. Compare that with Twitter, which only 36% of users login daily.

If women are at the core of your customer base, surely you can easily see how important it is for you to be using social media – especially being active at establishing an active Facebook presence. The exact nature of your business doesn’t really matter. It doesn’t matter if you sell baby gifts like Baby and Me, if you simply provide baby shower games, provide vacation planning, if you’re a realtor, or if you own a local spa in Kansas City. Women are responsible for 85% of all consumer purchases! Using social media doesn’t cost much money at all (can often cost a big whopping zero dollar if you’re willing to put in the time to do it yourself). So there’s really no reason at all that you can’t grab a piece of the pie.

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