Social Media Today reported late last month that the gap between the average male and female salary of those working in social media has widened - even though the statistics show women’s presence online is growing.

Women are being touted as increasingly influential in the social media and networking sphere. Mommy bloggers, female YouTube celebrities and community managers make up a larger percentage of the market than men.

According to the Forum One Network’s Online Community & Social Media Compensation survey for 2009, Social Media Today revealed two frustrating facts (based on approximately 370 respondents, with no margin or error noted on the sales description of the survey):

•    The average male respondent said that their salary was $86,644 (up from $85,423 in 2008), while women reported an average of $75,624 (down from $77,319 in 2008).

•    Respondents made a general mention that they felt like they were being inadequately compensated because of the lack of data regarding salary in the social media and community management space. As well, a lack of understanding of their contribution to ROI relative to their organization’s activities.

Perhaps most alarming to me was the discussion that followed this article, of which I have recently participated in and am awaiting the moderation of my comment. The general consensus as to why women are now making only 87 per cent of what men make, compared to last year’s 91 per cent was that women are not aggressive enough when negotiating their own salaries.

While I can agree some people are more timid than others when asking for a raise, it isn’t true for everyone. However, the fact that some employees don’t know or understand the worth of their work to the company they work for - that is bothersome.

If you don’t know where you stand, you can’t know what you’re worth. Take a piece of your own advice - get social. If you don’t know the answers, you probably know how to find them.