Events and social media
Events and social media are a wonderful match. I would argue that events that specifically center on women are an even stronger match for social media. It’s where IRL (“in real life”) can leverage URL (the digital sphere). Just as events are, I would argue, an increasingly important part of the marketing mix – because they represent a social and unique experience – social media is a perfect way to perpetuate the IRL event.
Globally speaking, women are not just more present on social media, they tend to have more contacts, participate and share more and, importantly, mobilize (1). Sixteen of the top 19 social media sites have a majority of women (2).
Twitter, where women represent 55% of its users (3), is one of the standout tools to accompany a forum. First, it’s a great tool during the conference as a live stream. Secondly, by virtue of the fact that you can have followers without needing to be followed, it is a great way to meet and discover new people.
LinkedIn is a second obvious go-to social media network in regard to an event. Aside from rendering the business card exchange more powerful, LinkedIn is a great tool for reconnecting after the event. It allows you to see who is linked to whom. One of the great assets of Linkedin lies in the powerful search engine. Without doubt, though, as with all social media, the real value comes from participating.
With its 850+ million users, 54% of whom are female (4), Facebook is hard to avoid. Beyond the incredible reach, Facebook provides great functionality. It’s a great way to share other media such as images and video. There are many robust pages (“Groups”) that contain valuable content and conversation.
(1) An Invesp survey in 2011, showed that women spend 6.5 hours/month on social networking sites, versus 5.0 hours for men. A Porter Novelli study, which looked at around 10,000 consumers across the UK, France, Germany, Spain, Portugal, Belgium and the Netherlands found that 65% of women were active on social media, accessing it at least once a week, vs 51% for men.
(2) Pingdom survey from 2009.
(3) From AdAge (2011)
(4) Kissmetrics (2011)