FACEBOOK’S STAYING POWER:

INDISPENSABLE TO WOMEN

By Hollis Thomases, 5/16/14

2013 FACEBOOK STATS

MY THEORY

While 10-year-old Facebook is no longer a shiny

object and its primary audience has shifted from

college and high school users to more “elder

statesmen,” its true staying power is now in its

adult female audience base because…

Women tend to be more social than men

Women like to stay informed with what’s going on

with their social circles and other social circles

around them

Women are the social planners of the household

Women still lead the daily management of family life,

including children and purchasing decisions

TESTING THE THEORY

YOUNGER FACEBOOK USERS STRONGEST

FRIEND-CENTRIC

“FRIENDS” MAY BE THE CLEAR

WINNER, BUT LET’S LOOK

BEYOND…

FAMILY IS MORE IMPORTANT

TO OLDER & NORTHEAST RESPONDENTS

MONITORING KIDS EQUAL AMONG

35 – 54 YEAR-OLDS & NOT MIDWEST

VERY FEW RESPONDENTS VALUE BRAND

OFFERS AS A TOP REASON…BUT 25-34 YEAR-

OLD, MIDWESTERNER, SUBURBANITES VALUE

IT THE MOST

LIFE MANAGEMENT

By offering this option, I meant to explore how dependent upon Facebook women might be for activities such as arranging/following after-school obligations, school communications, social events, etc, some of which are now only communicated by Facebook. This aspect may require more clarification and deeper analysis.

RESPONSES BY INCOME LEVEL

“FANS OF FRIENDS” DON’T VARY MUCH

ACROSS INCOME SPECTRUM

“FAMILY FANS” SKEW WEALTHIER

“BRAND FANS” SKEW WEALTHIER

“FACEBOOK MAY BE A CURRENT MEDIA

DARLING AND THE #21 GLOBAL BRAND, BUT

THE MAJORITY OF ITS AVERAGE USERS AREN’T

ON IT TO INTERACT WITH BRANDS, AND

THOSE THAT ARE HAVE MONEY AND SEEK

OFFERS.

IF YOU’RE GOING TO ADVERTISE ON

FACEBOOK, GIVE PEOPLE WHO ARE THERE

FOR YOU WHAT THEY WANT: SOMETHING

SPECIAL OR PROMOTIONAL.”

HOLLIS THOMASES, MAY 2014

HOLLIS THOMASES – CLIENT DIGITAL ADVOCATE

A highly-driven subject matter expert, Hollis has a passion to deliver unbiased, simplified information and advice to allow businesses to make better decisions about how to spend their dollars and resources.

In 1998, Hollis Thomases founded her first company, Web Ad.vantage, a provider of strategic digital marketing and advertising service solutions for such companies as Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals and Visit Baltimore. Hollis has been an regular expert columnist with Inc.com, and ClickZ and authored the book, “Twitter Marketing: An Hour a Day,” published by John Wiley & Sons. Hollis also frequently speaks at industry conferences and association events.

Hollis Thomases graduated from Cornell University with a BA in Social Relations. You can find her in the Twittersphere @hollisthomases, on LinkedIn, by email or by old-fashioned phone: +011-484-679-6364.