This is a guest post by Jennifer Smith. You can read more of her work at paidtwice.com.

Many people have pegged Pinterest as the social network for women, due to the fact that a majority of users are, in fact, female. A Quora search turns up percentages ranging from 59% to 63% and even 80%. Even NPR recently ran called “So Pinterest Is A Woman’s World. Does That Matter?”

 While a majority of Pinterest users are women, a great many male users have taken to the image-based site. The perception that it’s a women’s network only discourages more men from joining, which is a problem similar to the one the community arts and crafts site Etsy suffers from.

To that I say: “So be it … more for us!”

If men don’t understand the incredible marketing possibilities inherent in this new, exponentially growing site, it’s theirs to lose. To the entrepreneurs who get it, here are a few of the reasons both women and men should use Pinterest for DIY viral marketing:

1. Market research.

Like Twitter, Pinterest thrives on trends. Instead of word-based hashtags, though, Pinterest runs on visual memes. These trends do not get bogged down in personal details like Twitter and Facebook can. The main goal is to post, find, and share things you like.

Because the site is focused solely on interests, it is an ideal tool for both marketers and company brands. The fashion magazine Elle uses Pinterest to both follow and create new trends, using “pinterns” to contribute a steady stream of ideas and “pins.”

2. Reputation management.

It’s only a matter of time before Pinterest is a primary tool for any online reputation management company. Facebook and Twitter have already been deployed in order to share positive content about brands that need good PR and SEO. Pinterest can accomplish the same thing, only more organically and with less obvious marketing bells and whistles.

The clothing franchise Gap is a great example of a company that uses Pinterest both as a showcase for new product lines and as a dynamic brand management campaign.

3. Curated web experience.

Internet browsers like curated web experiences because it’s easier to surround themselves in the things they like. Pinterest thrives on its easy search options and curated galleries of artwork, products, and ideas. Pinterest affords companies and marketers the opportunity to share information with consumers in a way that will not seem intrusive. They won’t be pestered by pop-up ads but will rather be exposed to new interests.

Whole Foods is another example of a company that successfully uses Pinterest in order to showcase new colorful culinary items in their deli’s and new product offerings.

Whether Pinterest remains majority female or sees a heavy infusion of new male users is neither here nor there. It will continue to be a powerful marketing tool and a popular way for marketers to study trends and consumer interests and promote brand awareness without being intrusive.

Are you using Pinterest to market your business? If so, how?

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