Social networks aren't interchangeable. They serve different groups in different ways, and you'll do much better if you leverage them accordingly.
Pinterest is probably the biggest example you're going to encounter of that point, with a global userbase that's more than 80 percent female.
This makes it somewhat unique, in that it provides you with a perfect tool to engage specifically with female audiences; you can use Pinterest to communicate with women - and, for the most part, just women - in a way that even the most demographic-tailored of traditional advertising media wouldn't come close to allowing. Depending on your business and its demographics, this can be quite significant.
What Is Pinterest?
Basically, Pinterest is an image-sharing system modeled on a pinboard. Users upload (from their hard drive or from another website) and share images and videos as "pins" on their boards; they can view each other's boards and add pins from them to their own at their leisure. Pins are sorted into categories and displayed on the front page, and can be shared via Facebook or Twitter.
The key here is that Pinterest taps into the urge to share things that capture your interest; it makes it very easy for you to spread an image to a large number of people.
Pinterest allows you to make customers the backbone of your advertising strategy. What a user likes is exposed to others who fit a similar demographic; Pinterest makes recommendations based on the things that others with similar tastes have pinned. If someone pins one of your products to their board, then they're presenting that product to everyone else in that ecosystem.
What's more, you can also examine the boards of people who have pinned your content; you can build a detailed image of exactly who your audience is and cater to them. Pinterest gives you data well beyond "female"; you have a channel into the tastes and opinions of your customer base.
Making Use of Pinterest
The key to using Pinterest effectively is categorization. You only want to show someone the things that they're likely to be interested in; your goal here is to get them doing business with you.
Make as many boards as you need to, and pin only those things that are relevant to that section of your audience! You want to bring people into your board and get them to repin what they find there, in order to attract further customers; if there are a lot of items that don't appeal to an individual, then they're less likely to do that.
If you've noticed that item groups X and Y tend to be mutually exclusive - that is, people pinning one aren't likely to pin the other - then put them in separate boards.
Provide users with the resources to move from pinning to purchasing, too. Link the relevant page on your website, if applicable, or at least provide information on the channel through which you intend to sell your wares. Include the price and any other points that a customer should be aware of, too; if you're trying to sell someone something, then don't try to hide the numbers.
If you look like you're hiding something, then your audience is going to assume there's a reason for that; it's going to damage your relationship with potential customers and make them less likely to repin your content for others.
Keep on top of your tone. Pinterest is an informal, scrapbook-y type setting; it's not the place for thrice-rehearsed advertising speak. Present a somewhat loose, casual, friendly image; show some personality.
Your content needs to help to make the audience aware of your business, but being fun is just as important; you don't just want someone to view your board and leave, you want them to spread content to others, and that means that you need them to like what's on offer enough to appropriate it for their own use.
Lastly, ask yourself whether Pinterest is the best choice for your business or not. As a tool, Pinterest allows you to target a very specific band of demographics; you're looking at people who are predominantly female, with an older skew than a lot of other social media.
Mothers are a very significant demographic here. That narrowness makes Pinterest an amazing tool if you're well served by its demographics; it also makes it almost useless if there's not enough overlap with your target audience.