How to Market to Men on the Social Web

September 6, 2010 by Douglas Idugboe
 
It's a popular saying – "Men are from Mars, Women are from Venus". However, when it comes to the world of computers and internet, people often believe "Men are from online gaming, women are from social networks". While it's true that men dominate the online gaming brigade, it would be foolish to ignore their presence on the social web.
Several research studies have shown that women are more active in social media circles than men. The latest report from comScore is a case in point that social networks (like homes) are mostly ruled by women. However, men represent a very important proportion of the social web population. Especially, when it comes to online marketing, it's important to have a strategy that caters to the male social web user.

Men have a shorter decision cycle
To put it in other words, men keep their decision making "simple". Once they've decided to buy a product or avail a service, they don't ponder endlessly over the dilemma of whether to go for it or leave it. Therefore, a large number of men use online shopping for a variety of needs. If the product is what they are looking for and the price is what they can afford, in all likelihood they will go ahead and purchase it. Therefore, they represent a very important segment of the social web brigade who has the capacity and willingness to spend online.
 
Blogging Manliness
Though men may not match up with women on social networking front, they are surely fond of blogs. Unique, original and informational content is likely to appeal to men. Therefore, from a marketing perspective, it's a good idea to provide highlighting interesting and informative content for your products and services.
 
Social Bookmarking
A large proportion of male population on the social web flocks to social bookmarking and recommendation sites to get advice for their online shopping needs. Therefore, if your business has a good reputation amongst recommendation sites, you are likely to see a surge in your male customer base.
 
Men mean business
Whether it's the social web or real life, men mean business. There is no doubt that the number of women on social networks far exceeds the male population. When it comes to using social networks for their shopping or business needs, men rule the roost as compared to women.  I don't deny that there are a large number of women, who shop online but the numbers are no match to their male counterparts.
It's fair to say, that men are the more "transactional type" – they look for more value out of their time spent on social networks as compared to women. I've come across several men who make the effort to lookup company or business data on LinkedIn before they get associated with a business.
There's no doubt that there's a social media gender gap. However, both men and women represent important segments of the social web population. To ignore one in the favor of the other can be a perfect recipe for disaster. Therefore, it's advisable to keep the men in mind for your marketing effort on the social web. Of course, you dare not forget the women or else you are asking for trouble 

http://smedio.com/2010/09/06/how-to-market-to-men-on-the-social-web