From my own experience, I’d say that this is spot on. Take Facebook for example, from my experience not only do there tend to be more women engaging with brands through sponsored pages, they are also the most active fans on the page and contribute much more to the conversation.

What could this mean for brands? I think it represents an opportunity to further diversify the way they talk to their audiences, providing the opportunity for near 360 degree engagement, but more importantly a continuous and collaborative conversation. The result – a carefully crafted brand built by people that care the most.