Two Key Facts You Don't Know About Social Networks

There's so much buzz about Twitter and Facebook, LinkedIn and FourSquare, you'd think all any of us do every day is check each other's status.

Social networks finally attracted scrutiny from Harvard's Business School, and their study found some fascinating facts about why, and how, we use them.

First, do you know the #1 draw, the so-called "killer ap" of Facebook?

Pictures.

70% of all actions on social networks are related to viewing pictures or viewing other people's profiles.

Turns out we're all voyeurs. Especially guys.

The biggest usage categories are men looking at pictures of women they don't know, followed closely by men looking at pictures of women they do know.

Men enjoying looking at women "secretly" -- who would've thunk it?

Women, on the other hand, like looking at pictures of women they already know.

In terms of sheer usage, women receive two-thirds of all page views.

The second really interesting fact is that there are more women using Twitter than men, and while women tweet at about the same rate as men, men's tweets are followed at a disproportionately higher rate.

This is very weird, because it's the exact opposite of all the other social media sites.

It's too early to know what kind of impact Twitter can have on media businesses, or most businesses, for that matter. And, it's important to remember that most of these sites aren't making real money, yet.

Still, if you want social media to be part of your connection with your viewers/listeners, you have a couple of hints to help:

1. Include pictures as often as you can -- of your team, of your events, of your pets...

2. Stop using your social media updates to sell things. Instead, use these tools to improve actual connections between you and your "friends." Personalize your content, one connection at a time.