Ever wondered why more women than ever are using social media? Women are now the majority of users on popular social sites, and frequently outnumber men in terms of engagement across countries and age groups. So what's going on? It turns out that women are using social media for reasons that go well beyond its social aspects. This work is an expansion of my articles on Mashable about women and social technology, and includes previously unused research, and interviews with women in technology and academicians.