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Well, samantha and Samuel are both very popular and have been for some time. But I still think Sam short for Samuel is much more popular than Sam for Samantha. I doubt there's very many Samuels who go by the full name, but there's plenty of Samanthas who don't use a nn.

I prefer it for males. A very classic, simple yet pleasant name. My cousin has a 4 year old son named this. In his case, it's short for Samson. I personally prefer the name by itself though the fuller names are alright. (Samuel, Samson, Sampson etcetera)

I know more male Sam's, but I would never be surprised to see it on a girl. I like it for both equally, it's a very friendly name.