Facebook, LinkedIn, And Little White Secrets

Half Truth: Women divulge details of their lives via ubiquitous social media outlets and opportunities to share.

Whole Truth: Women divulge only the details that that portray them in a chosen light.

Do women really keep secrets anymore? In this culture of confession, with Oprah as high priestess, why would anyone keep a secret when telling them is so easy? In a real-time, digital, Twitter world, where every private thought can be broadcast in a split second, are today’s women just more calculating about what they reveal and what they conceal? How many women post their most flattering (if out of date) pictures on Facebook? Ever read someone’s supposedly accurate profile on Match.com?

The Whole Truth is that women share those secrets, online and off, that portray them the way they like to be perceived and support the personalities they aspire to. Conversely, they safeguard the secrets that damage that image.

Secrets don’t have to be damaging. They can be ‘little white secrets.’ Ask a beauty marketer how many women play down their sins of self-inflicted sun damage while bragging that they wear SPFs all the time. Ask a pharmaceutical marketer how many female consumers promise compliance, yet double down on dosage based on their own doctoring. Ask a furniture marketer how many women claim to have modern, simple taste, yet actually fill their houses with overstuffed furniture and knickknack collections?

You say you don’t keep secrets? Is there a small blip on your resume that seems to have been deleted? Was there an event in your life you’ve never confessed to your spouse? Ever eat a cookie in the bathroom? Keeping secrets is something we learn to do when we are as young as three or four years old. Holding some things inside is part of human nature.

So if you think women don’t keep secrets from you, you’re in for an awakening. We’ve certainly exposed more than our share of them.

Want to learn more about half and whole truths? This post is straight from our book, What She’s Not Telling You: Why Women Hide the Whole Truth and What Marketers Can Do About It. Read the first chapter online HERE, and grab a copy for yourself from Amazon.

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April 13, 2024
by Mary Lou Quinlan

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