Facebook has over 500 million users and has become the dominant social networking platform. To be effective, marketers must understand how customers use Facebook to determine the best communication methods to build trust and acquire customers. On average, women have 55% more posts on their walls than men and are more likely to provide more profile information than men. The most popular pages on Facebook are related to movies, TV shows, books, music, and celebrities, while religious organizations and medical services are among the least popular.