AdParlor is a Facebook advertisement management firm and it just released new findings about click-through rates on Facebook. The data is for the last six quarters, all of 2011 and the first two of 2012. In 2011, Q1 men had a slightly higher clickthrough rate than women did. Since that quarter, however, the rate for men has declined by 13% to .06% whereas the rate for women has remained steady at around .073%
2012 Q2 shows a drop in rates for both men and women, but the drop was relatively the same so women are still more responsive to ads on Facebook. Women dropped to .063% and men to .048%. That result may just be an anomaly as Facebook fixes whatever change caused the drop or whatever external event adjusts.
The social media agency needs to account for these differences in determining its ROI on certain ads and campaigns. Targeting women will be more successful. However, Facebook does charge variable rates on clicks and those changes may affect the profitability of campaigns targeted to the different genders. The above numbers do change some when removing the rest of the world and focusing only on the US, but the trends still track.