The social networking landscape has shifted over the last five years as more women have found their way to the internet. The rise of more visual sharing has piqued the interest of large female demographics and is altering the objectives of big advertising.
The gender breakdown of major social networks is provided here from Information is Beautiful. Women make up the large majority of Pinterest users, an image sharing platform that has exploded over the last several months. They also lead men in Facebook and Twitter use, by not as much, but still an extremely significant amount granted the sheer size of these platforms.
Men tend to spend more of their time on Reddit and music services than women. As far as social sharing goes, females are becoming the target audience of top advertising campaigns. This is not only because they are more active but is also due to women today having greater authority in household financial decisions than they did a few decades ago.