Social media sites spread both positive and negative influence to women.

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Over the past years the use of social media sites and apps have shot up. After much research, it has been shown that women have a higher percentage of social media users than men. It also shows that they have a stronger attachment with these social media platforms than men. With this recent observation, it is very important to see the influences that social media inflicts onto its female users.

Shows how women are more active on social media sites

There is already much discussion on how the media effect the self-esteem of women. For instance, the portrayal of women in advertisements, movies, and television is criticized. Yet we have yet to have much discussion on the effects of social media. Facebook, Tumblr, Pinterest and Instagram are some of the top most accessed and influential social media sites by women of all ages.

There can be both negative and positive to women. The fact that there are constant images of women, whether they are real or ideal, plastered all over these sites could be a potential hazard to a woman's self-esteem. It could encourage women to compare themselves with other women; not just with appearance, but also regarding social status and relationships. However, social media could also create healthy conversations between women that give them a sense of belonging or safety.

This is a relevant topic regarding public relations because it shows how important the influence of social media is to its audience. By understanding this research, companies can begin to market in a positive and sensitive way in regards to their female customers. They can see what content has the most influence, and use that to their advantage.