Social Media Opens More Doors for Women (and Youth).

Yesterday on Mashable there was an article titled "Why Social Media Means Big Opportunities for Women". The article brings up some very compelling points as to why social media is opening more doors for women in many ways.

Women have firmly established their presence on the social web, and account for the majority of users on many popular social media sites. But what does this mean for the future of women in social media?

One word: Opportunity.

Companies looking to reach women — whether as consumers, entrepreneurs, employees, or advocates — have an unprecedented opportunity through social media to engage them. For women, social media presents abundant opportunities to lead, effect change, innovate, and build relationships across sectors, locally, nationally, and globally.

Not to take away from the point being made but I believe the arguments provided can apply to youth in general. The article argues that companies, through the usage of social media, are gathering real time feedback from female consumers about products, ideas, marketing, etc. Companies are starting to use social media to do their product testing and aiming directly at women (and youth).

Conversations between companies and female consumers are moving beyond “what do you want?” types of questions. Companies are starting to use social media to secure real-time feedback from women on products, services, and marketing campaigns—sometimes before they go to market.

Unilever used social media to launch their new Pond’s Age Miracle moisturizer in China, recruiting bloggers to try the product and share their findings. The strategy was risky because of the heavy usage of social media there, but it came with a huge upside: If the bloggers liked the product, word of mouth could lead to major success. If not, the poor publicity from blogs would make the launch difficult to salvage. The risk paid off and the moisturizer was a hit, leading to the adoption of social media strategies by other Unilever offices in Asia.

If companies use targeting like Unilever did they can be just as successful, regardless if they are targeting and gathering feedback from women or youth. However women are dominating the usage of social media sites, and they are gaining the lead in mobile web usage too.

A significant opportunity exists for companies to connect with women using mobile technologies. Women comprise 47% of current mobile web users, and between 2008 and 2009, the number of women using the mobile web increased by 43%, compared with a 26% increase in the number of men.

While women's influence is growing in the world of social networking and technology the article does provide some insight to where it isn't exactly the most inclusive.

not all conferences are women-friendly. At some, sexualized images of women are still included in presentations. Others feature scantily clad women as props or for entertainment. Stone, Page, and Jardins observed that “the organizers of many conferences, especially tech conferences, don’t seem to appreciate that women don’t want to sit through presentations — PowerPoint, video and otherwise — that depict women as porn stars and/or sex objects.”

However there is optimism that it will change, as women continue to become even more influential in the world of social media we will hopefully see a move that way.

The number of women programmers, entrepreneurs, bloggers, consultants, community managers, and social media users continues to grow. It’s only a matter of time before these numbers translate into greater visibility and influence in the social space.

Trapani, too, is optimistic: “Ladies, now is not the time to be timid. Step up, take chances, push yourself beyond your comfort zone, use your powers and influence for good, and let your expertise shine.”