Gender Intelligence – The Key to a Strong Social Media Strategy
Over lattes at Starbucks a few months back, a business associate of mine suggested that I pick up the book The Gender Intelligent Retailer by Joanne Thomas Yaccato with Sean McSweeny. While waiting for a flight, I picked up the book and began to read, and have been hooked ever since!
Every time I read through a chapter I gain greater insights into the power of understanding your company’s market niche. Thomas Yaccato and McSweeny do an excellent job of explaining the connection between women consumers and business growth – which has great applications to a brand’s social media campaigns. It is not only about understanding the psyche of the female consumer, it is also about understanding the differences between the two genders and how we relate.
Women Demonstrate Higher Degrees of Loyalty:
Women are good at top-down, big picture perspective, as opposed to men who are more likely to think in a linear, step-by-step fashion. Thomas Yaccato explains that women “integrate, generalize, and synthesize, and they tolerate ambiguity better than men do”. As a result, women take longer to make decisions, but it is well thought out. This is one reason why women demonstrate a high degree of consumer loyalty to a brand. They have taken their time and researched enough to determine that the decision they make is the best one for them and their family.
The Power of Word-of-Mouth:
Brands are interested in Facebook ‘Likes’ not because of the one person attached to that like, but because of the community that lies behind that one person. When someone likes a company on Facebook, the company is able to post updates that show up in the person’s newsfeed, subconsciously increasing brand familiarity and their chances of being read by the individual.
When you interact with a woman, you are also interacting with her entire social network as well. It just makes good business sense to make your product, service, and campaign woman-friendly – which means interactive and relational.
Here’s the kicker, women see the glass as half empty.
Thomas Yaccato explains that women tend to biologically internally amplify their negative life experiences. Due to women’s attention to detail, they are more likely to amplify negative experiences and emotions. While over time women show greater trend effects of negative emotions, men on the other hand show greater positive emotions.
WhiteFire Social, a software used by MavenSocial, allows brands to identify their social media influencers, as well as demographic factors such as the average age, and gender of campaign participants. This way, we are able to tailor our custom made Facebook campaign applications for your brand and your clients.
Overall, it is worth it for companies to focus on women – because they are powerful brand influencers with access to a large community of committed friends and family.