Social Media Marketing Not Working on Women

    September 2, 2009
    Chris Crum

A study from ad:tech Chicago and Q Interactive’s "Women Channel" found that women don’t seem to be incredibly influenced by social networks when it comes to purchasing decisions. In fact, 75% of the thousand women surveyed claimed that they were uninfluenced by these channels.

Matt Wise "There lives a growing impetus for marketers – especially those working with Fortune 500 CPG brands who enjoy a majority female customer base, to build a better connection with women in the dynamic social media landscape," says Q Interactive President Matt Wise. "We know women are social creatures and highly active in mediums like Facebook, where they now outnumber men. Yet, we found, they are virtually uninfluenced – and sometimes put off – by brands in channels that are a routine part of their day."

Some findings from the study:

– 75% of women are "more active" in social networking than last year

– More than half (54%) visit social networking sites at least once per day

– 75% share that social networking sites "not really" or "not at all" influence what they buy

– 52% of women surveyed have "befriended" or "become a fan of" at least one brand

– 83% feel "neutral" or "negative" when they see a brand on a social networking site

– 10% of women engage in product / brand-related activities ("get product information, including coupons and savings" and "writing reviews about products") most on social networking sites – above common activities like "send private messages to friends" and "share photos"

Drew Ianni

"While brands seem to have such small influence within this space, which is relatively new territory for marketers, over half of the women surveyed have ‘befriended’ or ‘become a fan of’ at least one brand," says Drew Ianni, Chairman, Programming for ad:tech Expositions. "This tells us there is a willingness among women to partner with brands in social media – but the current dialogue is not where it needs to be."

Granted, it’s hard to say that a thousand women represent women all over the world, but the study does appear to indicate that there is some work to be done when it comes to marketing to women online, or at least in social networks. I have to wonder though, how much different are the numbers for men? Is this really about gender at all?