I am not sure writing about this is a good idea, but after reading Pew Internet’s report breaking down how women and men use social media in different ways, I could not help myself. As the above statistics show — though there are drastic standouts — generally, men and women use the same networks at roughly the same pace.
BUT, one obvious conclusion after looking at these is that women gravitate more towards visual networks, with higher percentages of women using Instagram and Pinterest. Meanwhile, men prefer more, shall we say, martial networks (cliche alert) like Twitter and reddit where there is more sparring and contested debate.
Pew offered this analysis, “…online discussion forums are especially popular among men.” My personal take is that people use social media regardless of gender, with men preferring to spout off online, and women digest a wider array of richer and diverse information types.
Further, outside of Pinterest every type of network has at least a 1/3 to 2/3 ration showing that gender usage is pretty evenly distributed. With the Pinterest exception, it’s safe to say that one gender doesn’t dominate any particular type of network or medium.
So what is the difference between men and women on social media? Ask a psychiatrist. LOL.
Perhaps they differ in the same ways that men and women face cancer. While their are difference between the way men face colon cancer and women face breast cancer, when they have a similar type of cancer (for example, lung cancer) both genders cope in the same ways.
Want a social media example? If you were following stereotypes, you’d say women are more likely to touch up their photos. In reality, men touch up their photos as much as women do, according to a study by PicMonkey.
The above graphic shows which types of pic genders are most likely to touch-up. Seems pretty evenly distributed to me. Exceptions, guys who post photos of themselves working-out (so much to say) touch up their photos much more then women. Add some shadows, deepen that muscle tone, son! Women are more likely to touch up their baby photos. Hmmm.
For the record I compulsively touch up every photo that I post now. It’s a bad habit. But I digress.
I think we all know men and women differ. But outside of the drastic lean towards Pinterest, I see few statistical studies that show many hard differences on actual usage. More than likely, it’s just in the way that each man and woman uses it.
In online circles we believe a community manager is someone who cultivates and activates a group or a brand following on a social network. In Africa I met the ultimate community manager, Joseph Mwakima, a fellow busy activating his community and inspiring change in Kenya’s Kasigau Corrdidor REDD+ (Reducing Emissions from Deforestation and Degradation) Project area through word of mouth.
But unlike his American counterparts, Joseph doesn’t use a Facebook Group, Instagram or Twitter as primary tools of his job (though he is on thoseWildlife Works community relations officer, he regularly meets with people engaged in projects throughout the region.
Joseph could have gotten a job in the city. He has a wife and baby, and could easily justify seeking more bountiful land. He’s also college educated, speaks fluent English, and is well travelled. But he instead came back to the region he calls home to make a difference. His community needs him, as does the overall Wildlife Works effort.
A variety of issues are impacting the region, including rapid deforestation through slash and burn farming and charcoal harvesting, a lack of jobs in the community, and disappearing wildlife. The REDD+ Project Joseph is part of seeks to counteract challenges with a sustainable community development program that creates jobs and protects the forest.
Nestled between Kenya’s Tsavo East and West National Parks, the Kasigau Corridor REDD+ Project is widely considered to be a leader in sustainable carbon offsets. Wildlife Works applies a wide set of innovative market-based solutions to the conservation of biodiversity.
Joseph works in the community to socialize the solutions and encourage adoption of them. Here is what I witnessed Joseph doing:
World Environment Day
Marasi Primary School hosted a World Environment Day celebration the day after we (the documentary team) arrived. It acknowledged many of the positive changes that have occurred as a result of the community’s fight to stop deforestation. There, I watched Joseph help a child plant a tree, speak with children, and converse with many of the community leaders in attendance.
The school in many ways symbolizes the future of the corridor. In total, Wildlife Works pays for the school fees of more than 3,000 students in the area, including partial scholarships for some college students. Most people who work for Wildlife Works reinvest their wages in their children’s education.
In this picture below you can see Joseph talking with several Wildlife Works Rangers. The rangers are an 80+ person ranger corps that protects wildlife throughout the corridor’s 500,000 acres from poachers seeking ivory. They also stop people from slash and burn farming or from simply cutting down trees for charcoal. So part of Joseph’s job is explaining to them why the rangers are stopping them from using the forestland, and what alternatives they have.
We spent seven days in the company of Joseph and Evans and Bernard, two of the Wildlife Works Rangers. I was impressed by their work, their passion for the wildlife in the Project area, and the danger they face from poachers. A poaching incident occurred on my last day in Kenya, and the pain was evident on their faces. You can see the rangers at work in the Animal Planet reality TV show “Ivory Wars.”
Instead of slash and burn farming and chopping down forests for charcoal production, Wildlife Works offers new alternatives to citizens. These include job opportunities, smarter farming education, and alternative methods of creating charcoal. This latter effort — the creation of eco-charcoal — offers an innovative, yet pragmatic approach to fuel.
Joseph showed us how the eco-charcoal is created. Teams clip small branches, collect fallen tree limbs, and burn them. The ash is then mixed with a pasty substance, and poured into casts for eco-charcoal bricks. The end result is a brick that burns longer and better than the charcoal most Kenyans make when cutting down trees.
Joseph introduced us to three different women’s groups in the region. The loosely knit associations of women engage in entrepreneurial activities like producing arts and crafts that are sold in the U.S. and Europe through Wildlife Works. In all, there are 26 registered women’s groups in the Corridor, touching 550 women, or four percent of the total population.
The women use the resulting money to build clean water tanks, buy solar lights and clean cook stoves for their households, and provide an education for their children. Husbands see the positive impact on their households and are encouraging their wives’ newfound roles in the Kasigau community.
These are just some of the programs that Joseph supports in the community. Wildlife Works engages in other economic development actions such as textile production, better farming practices and more to build a sustainable future for Kasigua Corridor REDD+ Project Area.
This type of community management shows the real-world impact that such a role can have in the right situation. When local people like Joseph interact with the community and serve as a liaison for Wildlife Works, adoption of sustainability programs increases, and ultimately transforms the entire region for the better.
Disclosure: Audi paid for me to visit Africa and capture content as part of a larger documentary that will be released this fall.
As one of my projects, Vocus asked me to program the Demand Success 2013 conference (6/20-21), their first marketing conference open to the general public. Last week we announced our second major keynote, Elisabeth Moss, who plays Peggy Olsen on Mad Men. I was tickled that the buzz revolved around Mad Men, and not the presence of two strong ladies Moss and Arianna Huffington as the leading voices of Demand Success 2013.
Hopefully by now you’ve heard about the plight of Russian punk rock band Pussy Riot.
The girl punk band was sentenced to two years of hard labor by Russian officials for staging a protest concert at a Russian Orthodox Church. The performance defended women’s rights and decried Vladimir Putin’s strongman hold on the country.
By levying a draconian punishment, the Russian government (and Putin) martyred Pussy Riot.