While men buy into the productivity of social media use in the workplace more than women, more women actually use those tools for collaboration than their male colleagues.
I wanted to write a book called the Feminine Future because women are so much BETTER at word-of-mouth marketing than men it was clear marketers should be sure messages resonated with women. This is before the social media explosion. That thought seems even more valid now except instead of crafting language to appeal to a segment invite them in and ask how they would create your marketing if they were you.
This infographic and article underscore the Feminine Future.