It was interesting that even in the Facebook discussion of the Superbowl, the top three gender-age demographics were female.
The Facebook campaign with the least commenting we’ve ever seen was for an action-sports-oriented page with 95% male fans. We had focused on building a completely male fanbase, since the client’s experience was that few women purchased their product. But we found out that the result was no discussion at all!
Women converse more than men? It depends. Some guys are more chatty. Some guys act like that cliched “strong, silent type.”
Even when you’re marketing in a male-dominated niche, we recommend you also advertise to women. They can be like the “glue players” that hold the team together. Most of us would rather interact in a mixed group, anyway. Some guys don’t want to talk only to guys.
Much as marketers look at 25-55 year old women as the household and healthcare decision-makers, we may want to look at them as central to social media conversations.
There may be a few exceptions- do you want women in your “low T” discussion? Well, maybe you don’t want to discuss that publicly anyway!
And sure, conversation isn’t always critical to social media profits. Too much talk may even get in the way at times. But if it’s important to you, don’t exclude women.