I read this great article on the She-conomy blog that provides some really interesting insight, based on a report of a study conducted by Charlene Li (author of another fascinating book called Groundswell), on the types of brands using social media, how they’re using it, and how these levels of engagement impact the bottom line. You can read the whole article, and download the report, here: http://she-conomy.com/2009/09/03/male-marketers-social-engagement-social-channels-increased-revenue-from-women-and-now-theres-proof/
As we within the direct sales industry consider how to engage our audience online (which is primarily female on the party plan end of things), we should use data such as this to guide the tools we build to facilitate engagement. The way your brand engages online WILL have an impact on the bottom line, as shown by this study. Go take a look!