You should be making the loops around the eyes and the mouth, also try to make a 'collar' of loops that flows from the neck. Hard to explain, I think looking at the face loops on my Franken Stienfeld wireframe might help, because of the pose it is hard to see the shoulder area, it is a few threads down...
I have a male character that I will try to post a wireframe of tonight that might be more helpful to you.