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Welcome everyone to this short work week. I am Colin Receveur of SmartBox Web Marketing and for the next two days we’re going to talk about how women dominate social media – and how you can use that to your advantage. Stay tuned.
– Today is Tuesday, May 27, and I want to refer you to some great information compiled by two guys at FinancesOnline.com.
– They compiled 2013 social media data from the Pew Research Center, Burst Media and Neilsen.
– We’ll get into the details in just a second, but overall what they found is that women use social media more than men AND they use those sites in more ways.
– Women also interact with brands more often and share news more often than men.
– Why is this important?
– For one, if you’re looking for transactional dentistry (drill, fill and bill), moms run households and make dentistry decisions for their families.
– If you’re looking for transformational dentistry (big case, elective, cosmetics and implants), women are fantastic prospects, especially as they get into their 40s, 50s and beyond.
– Let’s look at the details of the data:
– First, more women than men use Facebook, Tumblr, Pinterest, Instagram and Twitter. Only LinkedIn, the professional social media site, has more male users than female users.
– Here are some amazing stats that could affect your dental marketing
– 76 percent of women use Facebook compared to 66 percent of men
– 54 percent of women are on Tumblr compared to 46 percent of men
– Only 18 percent of women and 17 percent of men are on Twitter
– So what does this mean?
– I am not a big fan of finding new patients on social media, but I believe dentists can use it to engage existing patients to get them to stay, pay and refer.
– So these percentages seem to be a pretty good guide on how to spend your resources: Facebook yes, Twitter no.
– Second set of data: 30 percent of women and 26 percent of men check social media several times a day.
– My takeaway: Don’t waste a bunch of time posting multiple Facebook messages, blogs, Tumblr updates or Tweets in a day.
– Third and final for today, women are more likely than men to interact with brands on social media.
– Now, this probably applies more to big brands like P&G, Nike, etc., but it still gives you an idea of the reach of social media. I’ve also included what I think you can take away from this information
– 54 percent of women show support for brands vs. 44 percent of men
– That means you can expect to get Facebook likes, Twitter followers and the like from women, but less likely from men.
– 53 percent of women access offers vs 36 percent of men
– That means you can run specials like free consults or whitening specials on your Facebook and Twitter and have a good likelihood women will respond. Even less likely from men.
– 39 percent of women stay current vs 33 percent of men
– Now we’re getting into diminishing returns. Fewer than 4 in 10 men or women will regularly visit your social media to up-to-date on what you’re doing.
– 28 percent of women comment vs 25 percent
– This means you can’t use comments to judge whether your Facebook, Twitter, Instagram or blog posts are effective. This shows that just because people aren’t commenting doesn’t mean they aren’t viewing.
– I know this has been a pretty detailed podcast, so I’ll cut it off there.
– Come back tomorrow and we’ll look at the final three findings of this interesting research.
– Until then, keep moving forward.