DIEM IS A SOCIAL SEARCH ENGINE WITH
big group chat energy
PSA! We are still early on in our journey to build a social search engine. Please continue at your own risk, especially if you want to help shape the way information is shared on the internet. 😉
CLOSING THE
gender information gap
Over generations, social, political, intellectual, cultural, and economic information resources have defaulted to serve the “default male” population. As a result, women talk, having learned that the fastest way to obtain reliable, valuable information is through each other instead.
Diem is building a social search engine to make searching the internet feel less lonely. Our aim is to turn the candid conversations that happen “behind closed doors”—whether they’re about friendships, birth control, toxic masculinity, harassment, chronic pain, big career moves, enthralling books, easy recipes, and everything in between— into public, searchable resources. Ultimately, creating a community layer to searching the internet.
Think of Diem like if chatGPT and your favorite girl group chat had a baby.
Or as one Diemer put it, “Google, but for hot girls.”
What is Diem?
Diem is building a social search engine. It’s a dedicated place for people to search, collect, discover and share information, inspired by the way women have been passing knowledge to each other for centuries.
Think of it like the best and biggest group chat you’ve ever been a part of, where all the important, silly, quick, private, and frenetic knowledge you share is organized and stored for everyone to benefit from.
understand what inspires us
-
Group chats with close girlfriends (Diem = biiiig group chat energy)
-
The energy in a woman’s bathroom at a bar at 1am. We’re strangers that can quickly band together over shared experiences.
-
Fighting against data bias in a world designed for men
Ok. How does it work?
We’ve trained a model called Diem AI to conversationally answer your pressing, personal, embarrassing, funny, and serious questions. The model combines an LLM with our own data model (meaning the knowledge shared by community members in our platform). When you ask Diem a question, you’ll receive an AI-generated response that scrapes Diem (and the internet) for a summarized answer, and then supplements that result with previous responses, related posts, communities and links from across the internet—all through a feminine lens.
Right now, Diemers have mostly been searching for answers to personal health, career, sex, money, sexuality, friendship, confidence and dating questions. They’re all pretty taboo topics, and that’s the point. You can also contribute to Diem by sharing your own stories and recommendations in response to publicly posted questions or by hitting that “Create Post” button.
PSA: The more you contribute stories or use Diem, the smarter it gets for everyone. Pretty cool, right?
Why did we build Diem AI?
The internet isn’t a particularly inclusive place. When women Google something personal, they’re not usually just looking for facts. They’re searching for validation—to know they’re not alone. For example, we know that 70% of Google searches that start with the words “is it normal” pertain to women’s health. Answers to those types of searches aren’t usually found in SEO-optimized results—they’re found in shared experiences and personal stories. We built Diem AI as a step towards literally closing the gender information gap, but also as a way to make searching the internet more social.
Read about our ideals
SEARCHING WITH THE DOOR OPEN
Searching for answers to your questions online can often feel lonely and frustrating. Diem is a place where we embrace candid conversations—about friendships, birth control, toxic masculinity, harassment, chronic pain, big career moves, enthralling books, easy recipes, and everything in between—in order to turn those conversations into public resources. The plan is to close the gender information gap together, primarily by collating a credible, people-powered database of wisdom. Diem’s community is what makes Diem’s technology work.
TALKING AND LISTENING > PERFORMATIVE SHARING
Wisdom is like a currency here—we think of every person’s unique experience as a well of knowledge that someone else can learn from. After all, so many “taboo” universal experiences go unspoken in public spheres. So let's talk! There are no popularity contests in Diem, and we don’t prioritize content that is curated to perfection. Instead, we encourage open conversations among our community members where people feel safe to both talk and listen.
EXCLUSIVELY INCLUSIVE
The Diem universe has the same energy that exists in your favorite group chat or in the women’s bathroom of a crowded bar at 1 am. We’re strangers that can band together over shared experiences. We acknowledge that we all have our own life journeys and opinions, but that there’s always more to learn and add to the conversation.
PRIVACY FIRST
In Diem, we promise to protect your personal data and we’ll never share it. Your searches won’t be subpoenaed here. Pseudonyms are also welcome, because who doesn’t want an alter ego?
OUR TECHNOLOGY IS POWERED BY OUR
Community
The more we talk, the better Diem becomes for everyone
 |  |  |
|---|---|---|
 |  |  |
 |  |  |
 |  |  |
 |
Diem Days
Diem Days are in-app activations to commemorate, celebrate or create a day that aligns with the values of our company and community.
JUNE 10TH
Equal Research Day
In the United States, women weren’t required in clinical research until June 10, 1993. Diemers commemorated the day by sharing their healthcare stories, here. Drop yours!
JULY 29TH
To All The Lipsticks I've Loved Before
It's National Lipstick Day! Join us in sharing the lipsticks you've loved throughout the years — bold reds, glosses, and beyond. Add your recommendations & stories here.
Diem Messaging Guidelines
Put people first.
Use people-first language that puts the person ahead of their characteristics. Instead of “a female athlete,” say “a woman on the Olympic swimming team.” People > descriptors. We should only be mentioning characteristics like gender, religion, race, sexual orientation, or abilities when they’re relevant to the discussion (which could be a lot in Diem, but we still need to be mindful of this).
Avoid calling groups of people “guys.”
The ”universal male” assumes that the default human being is male and “guys” isn’t gender neutral. Alternatives include saying “everyone,” “folks, “all” and “people.”
Avoid calling groups of women “girls.”
For people over 18 years old, woman or women is better phrasing.
Default to “they.”
Use “they” as the singular pronoun default if pronouns aren’t confirmed.
Avoid calling women “females” or “ladies/gals.”
“Females” can sound like a scientific term — it’s better to use women instead. Terms like “ladies” and “gals” can sound patronizing — it’s better to use women or “folks” instead.
Don’t underplay mental disabilities.
Descriptors like “ADD,” “bipolar,” and “OCD” are not metaphors for everyday behaviors — they describe real psychiatric disabilities that people have. We should also avoid derogatory terms that stem from the context of mental health, like “crazy,” “mad,“ or “psycho.”
Avoid gendered terms.
Common terms we use while building products that are gendered: grandfathered in, mom test, manpower, chairman, hacker. We should opt not to use these.
We don’t call women an underserved community.
The end.
When we write about a culture or ethnicity, we capitalize the name.
For example, we capitalize Black, Asian-American or Latino. We keep white lowercase because white refers to the color of a person’s skin and not a group of people.
messaging resources
Associated Press Stylebook
American Philsophical Association
Resources on Personal Pronouns
National Council of Teachers of English
The Radical Copyeditor’s Style Guide for Writing About Transgender People
Conscious Style Guide
GLAAD Media Reference Guide
The Association of LGBTQ Journalists Terminology
Trans Journalists Association Style Guide
Note: We originally made this guide for Diem employees to sync up on naming conventions, UX design, and our product voice, but we hope it’s helpful for other platforms who strive to build equitable online and offline spaces.
