Socially challenged

Fifty-five percent of women are more likely to buy a brand they connect with online.

Fifty-five percent of women are more likely to buy a brand they connect with online. 

We may be busier than ever, but “girls rule” when it comes to social media. Women outnumber men on Facebook, making up 58% of its users, Twitter at 64%, and dominate Pinterest with a whopping 91%. Why? Because social media makes us feel connected to the rest of the world, so we spend more time on these platforms and visit them more frequently than men do.

As a result, social media provides the perfect opportunity for marketers to reach female consumers, but many don't know how to create meaningful engagement. Why is this? According to Jen Drexler, co-author of What She's Not Telling You: Why Women Hide the Whole Truth and What Marketers Can Do About It, it's partly due to the fact that most top marketing executives don't actually use social media themselves.

“How many senior-level marketing people aren't on Twitter? It's difficult for them to consider a marketing strategy that's based around something they're not familiar with,” says Jen. She's got a point.

While most brands have some social media presence, it's often not enough. For example, a “Like” on Facebook is not the end game. It should be a starting point that leads to deeper connection with the consumer. It's this deeper engagement that ultimately translates to product trial, sharing, and greater brand loyalty.

So what can marketers do to create more engaging social content? Marketing executives can start by playing around with these social platforms themselves. It should be mandatory for every CMO, regardless of sex, to have a personal Facebook, Twitter, and Pinterest account.

How else are they going to learn how to use these platforms? I'm not asking people to “pin for pinning's sake,” but to get to know Pinterest so you can share what your female consumer is passionate about. In addition, marketers can leverage those who fully understand the power of social media. If top executives actually used social media and implemented more engaging strategies, I guarantee that they'd better understand their consumers and reap more financial benefits.

This three-part blog series is based on a P&G Alumni Network panel discussion held on June 27th in NYC. The panel titled “Are Women the Key to Fixing the Economy?” was developed and moderated by Maureen Lippe, founder and CEO of Lippe Taylor, an integrated communications agency that specializes in “why and how women buy.” The panel included Stacy DeBroff, founder and CEO of Mom Central, Aliza Freud, founder and CEO of SheSpeaks, and Jen Drexler, co-founder of Just Ask A Woman and VP of Insight Strategy Group.

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