When social media for business first made an appearance in the grocery sector it was was put on HR’s desk, which is largely a woman’s domain. They didn’t want it but social media was thought as woman’s work because it’s all chatty. And we know chatty isn’t serious.
Tell that to the guy who got the biggest social network going. Was it just a happy accident that Zuckerberg knew that chatting and sharing was pure female? Argue all you want, it’s in our DNA. It’s what we do.
It works like this: when we like something, we tell our friends and people we don’t even know. We share it. The thing can have tremendous value or hardly any. We don’t care if we’re discussing pipelines or nail polish colours. Telling stories and listening to them is how we communicate. That’s not to say men don’t tell stories, but it’s different. We layer ours, tell a few at time knowing it will all come together or not. We don’t mind if there’s an endless discussion with no solution, a definitive one, or even several. In fact, many solutions are fine (think of recipes) because we know there are many ways of doing things right. Even if men say we talk too much, then tune us out, we don’t care; we keep right on saying what we have to say in our own way. It’s simply how we are. We are the original engagement marketers!
Men in the persuasion business in the early part of the last century (because most people in any business back then were men) figured out that women’s stories have an emotional element and emotion sells. Then those men figured out how to use that information so it made them money. Women were, still are, a big, big revenue source.
In my business, the grocery industry, I watch men market to women all the time (actually, this is true of the whole retail business except maybe car parts). That’s because women still buy the groceries and men still run the businesses. I know grocery shopping patterns are changing and some men will even say they do it more than women, but that’s not how the stats show it. Which means grocery store social media pages could be so much more than the glorified flyer they are. They could be about the ingredients inside the store – what to do with them, who made them, where they come from, what’s in them – food stories we can share. Social media could be an ongoing conversation. But that’s not how it is. Not yet.
For now, know this: the reason women make the best social media managers (if that’s what we want to do) is because we’re women and our brains are wired for sharing. Not only that, we’ll implement the ROI, the SEO, and the complex communication and marketing strategy. We’re clever thinkers.
A note about the photograph. Unlike the others, except the Halibut story, this is not my image. It’s from NeONBRAND and I got it from Unsplash