Pinterest a good tool for professional service centers looking to market to women

While the increasing popularity of social media has created a number of marketing opportunities for small businesses, some sites might help more than others. One of those is Pinterest.

Professional service centers looking to improve their social media marketing, particularly to women, would benefit from utilizing Pinterest. While social media marketing is a cost-effective measure to reach and retain more customers, a site like Pinterest could be reaching niche markets that are willing to spend more. 

ComScore reported that Pinterest usage went from fewer than a half a million visitors in May 2011 to nearly 12 million in January 2012. In addition, no other social media site reached 10 million visitors as fast as Pinterest. No small business can ignore these numbers. Experts investigated the rise in popularity of Pinterest. 

Researchers from Georgia Tech and the University of Minnesota looked into how gender plays a role on Pinterest and how the site sets itself apart from other social media outlets.

"We wanted to take a closer look at Pinterest because of its differences compared to other social media, including its focus on pictures and products and the large proportion of women users," said Loren Terveen from the University of Minnesota's College of Science and Engineering and co-author of the study. "These findings are an important early snapshot of Pinterest that help us begin to understand people's activity on this site."

According to the data, female users have more re-pins, no matter where they are from. This would have a wide range of implications for professional service centers looking to reach more women in their marketing strategies. In addition, the study showed that Pinterest differentiated itself from Twitter by four verbs: "use," "look," "want" and "need."

"Those four verbs uniquely describe Pinterest and are particularly interesting," said Eric Gilbert of Georgia Tech's School of Interactive Computing. "Words encapsulate the intent of people, revealing the motivations behind their actions. You can use the word 'this' after all of these verbs, reflecting the 'things' at the core of Pinterest. Many press articles have focused on Pinterest's commercial potential, and here we see verbs illustrating that consumption truly lies at the heart of the site."

Furthermore, the study showed that a higher proportion of Pinterest users are led to ecommerce sites, and once they get there, they spend a significant amount more money than people who are led to these sites from Facebook or Twitter.