Women are social content producers, brand promoters

mom Healthcare marketers have long known the influence that women have when it comes to the consideration, selection and use of health and medical services.  They can be your best word-of-mouth advocates, or most harsh critics.  It doesn’t take long when browsing through social media sites – Facebook, Twitter, blogs, message boards, consumer review sites such as Angie’s List – to produce significant evidence of how women engage in discussions about health topics AND about healthcare providers.  The good, the bad and, all too often, the ugly.

A recent study by SheKnows, a women’s media platform and a lifestyle  site, provides interesting insights into how women in different age and lifestyle segments use  technology and social networks to build their relationships and personal  identities.  Here’s a quick snapshot of the findings from “Content Producers and Brand Promoters.”

  • Women are producing content at record speed and exerting influence over millions of consumers they have never met.
  • 56% of women share product recommendations through social media.
  • 35% of Millennials recommend products on social media at least once a month and follow, on average, 22 brands.
  • 44% are more likely to go to a brand’s social media page to log a customer service issue than to call the company on the phone.
  • Women trust content produced by their peers; 63% of women ages 18 to 65 consider a friend on social media far more trustworthy than a blogger, a celebrity, or a website editor.

The online study was conducted by Harris Interactive in July-August with over 1,000 U.S. women ages 18-65 who have consumed digital content.  For more insights on women and social media from this study, you can download (with a simple registration) the whitepaper, “Marketing to the ‘Likeable’ Mom: A Report on How Family, Brands, and Technology Influence Her Social Identity” at http://www.sheknows.com/whitepaper.  You can also read the full press release on the study at  PR Web.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s