Social Media has indeed changed our view of the world. With news and information reaching nearly every household on the planet at the speed of light, its influence is unequivocal. It is also not untrue to claim that the new millennium has been all about empowerment. Women in particular have emerged as winners taking a lead in online engagement; as far as facilitating, networking as well as communicating on social platforms is concerned.
The past one decade has seen an all-encompassing digital revolution propelled by the Internet, broadband and smart phone penetration consecutively. While disparity still exists in under-developed and emerging markets, new media also remains a work in progress. According to Pew Research Internet Project: “Some 73% of online adults now use a social networking site of some kind. Facebook is the dominant social networking platform in the number of users, but a striking number of users are now diversifying onto other platforms. Some 42% of online adults now use multiple social networking sites.”
Talking in terms of empowerment, social media has played a critical role in providing women a unique platform for learning, raising awareness, finding their voice and most significantly exploring new methods to staying productive. Talking about gender equality and the role of ICT in women empowerment, in an Intel report Michelle Bachelet – Under-Secretary-General and Executive Director UN Women commented: “Information and communication technologies (ICTs) represent a significant opportunity for advancing gender equality, women’s empowerment and equitable development. ICTs and access to the Internet provide basic infrastructure for the 21st century and a set of tools that, when appropriately used, can offer benefits for women in all spheres of life. Given the convergence with traditional media, they also offer a mechanism for combatting pervasive gender stereotypes that continue to hold back progress for gender equality everywhere.”
A key driver on the virtual landscape, women are found to be more successful than their male counterparts primarily due to diversity in their approach. From the young to the old, the female gender has unreservedly embraced the social experience. Photo-sharing, engaging content pertaining to home, parenting, shopping or spousal advice and what have you; are the cornerstone of women’s lead in the virtual arena.
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In Pakistan particularly as well as other developing and under-developed countries in the world, new media is now being considered one of the primary channels for communication. Contrary to general opinion that undermines the benefits of social media deeming it a mere tool of leisurely entertainment; women in particular have definitely had more to gain from this social experience than anyone else. Sharing common opinions, networking with like-minded individuals and forming camaraderie were only the stepping stones. At present, social media has undeniably breathed new life and given a novel meaning to entrepreneurship. Now home-bound or even time-constrained, stay-at-home moms have discovered the spirit of free enterprise that promises immense financial potential. There is much to gain and very little to lose for mompreneurs – known for their dynamic multitasking abilities – who are now able to build home offices and work at their own pace.
What sometimes starts as a whim or a hobby is fast taking shape of a thriving business. Pakistani mompreneur Shafaq Faisal, founder of Shafaq’s Bakehouse, is a prime example of how Facebook has helped her business. Creating delectably saccharine delicacies, the mom of three used to bake scrumptious cakes for friends and family. Persuaded by her husband, she decided to give it a go. With oozing talent and a page illustrating the most mouthwatering delights one has ever laid eyes on, her only channels for advertisement were Facebook and Instagram. The shrewd mompreneur has not even begun Facebook advertising but still commands a 6000+ following. “Both Facebook and Instagram have helped my business tremendously. Being able to reach my audience on a personal level is really the secret to great marketing. In my experience, a visually appealing image combined with engaging content about my creations as well as quick response to queries makes it’s a wonderful experience for my customers,” says Shafaq.
Experts believe it’s a niche market for mompreneurs mainly because women have a more personalized approach to business something akin to social media. It is an open secret that women are comparatively more realistic than their male counterparts. By strategically putting more emphasis on social engagement, women have indeed effectively empowered personal relationships in business and thereby made a mark in the virtual world.
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