From my digital predictions of 2012, there is one platform in particular that I firmly believe is the one to watch.
Pinterest is social media's newest recruit and although it has kept a relatively low profile since its launch in March 2010, its recent success is making the likes of Facebook, Twitter and Google+ stand up and take note.
In simple terms, Pinterest allows its users to "pin" images they find online to virtual pinboards, allowing you to categorise and share your favourite things.
It has presented a fresh approach on image curation, enabling you to share an interest in anything from fashion to food in a visual sense to create your own digital scrapbook.
Whether you list the places you want to visit, collate favourite recipes, discover new social media trends, decorate your home or keep an eye on the latest gadgets, Pinterest allows you be inspired.
I feel that Pinterest plays on the concept that a picture can be worth a thousand words, as the platform itself is extremely visual with very few words to back up each image. As if to say that words are not required. The image says it all.
As expected, Pinterest comes with its own digital vocabulary in the form of pinning and re-pinning and, similar to other social sites, users can follow other users, Like images and Re-pin images to their own boards.
What's intriguing is that Pinterest remains in beta testing, accessed through invitation only, unlike other networks that have openly embraced mass engagement at an early stage.
I was lucky enough to be invited by a friend but the waiting list should not take longer than a week to grant you access. Once you're in, you can then invite an unlimited number of friends to join the network either via email or by importing your Facebook friend list.
I feel this is a refreshing approach that adds a sense of mystery to the network and allows early adopters to feel part of an "exclusive" club.
This closed network approach has not hindered Pinterest's success as they have already surpassed 10 million users and a recent study by Shareaholic reported that Pinterest is referring more traffic than Google+ and LinkedIn combined.
It's worth noting that Pinterest's audience is predominantly female with the majority of visitors in the 25-44 year old demographic. This insight presents forthcoming commercial opportunities to companies, particularly targeting this demographic, through affiliate links and the ability to add prices to individual pins.
I'm excited to watch Pinterest evolve over the coming months as I believe it has more to uncover behind the virtual pinboard concept. My recommendation would be to have a look and play around, as it does taking a little getting used to. But once you're up and running it can be addictive – you have been warned!
I think the recent partnership with Facebook Timeline apps will help with the mainstream acceptance of the network, as Facebook users are exposed to the pinning culture. And you never know what could happen, Pin could become the new Like.
Follow Suzanne on Pinterest
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