Yesterday TechCrunch reported the new social-media-kid on the block Pinterest has just hit 11.7 million unique monthly U.S visitors– making it the darling of any journalist interested in social networking.

The site revolves around the visual. For me, it’s like a cross between Twitter and Tumblr, placing images at the forefront of how users connect with each other. For sewing bloggers, like those who read Seamless and take part in the pledge, it’s more or less the perfect tool to collate inspiration.

I’ve seen a couple of boards dedicated exclusively to coveted fabric from around the internet which passes from pinner to pinner. That is, if it’s pretty enough.Inevitably, in journo-land, a slew of posts about how we can use Pinterest to our advantage have cropped up. Over on Journalism.co.uk, it was this week’s journalism tool of the week, while International Journalists’ Network has listed seven ways journos can use the site on Mashable.

I first heard of Pinterest when I noticed some traffic coming from the site to Seamless and found a couple of people had used the site to sign up to the pledge and also to pin some of the more striking images on the site. When I got there, it very much felt to me to have the kind of community which drives sites like Lookbook, BurdaStyle and various style bloggers across the internet.

The site is an absolute goldmine for lifestyle journalists, but I’m not sure it’s somewhere to find hard news, not yet at least. Here we have a very specific demographic (18-34 year-old women) and it’s one I happen to fit very neatly into, as do Seamless readers. Once I get my next sewing project finished, I’ll pin it to the site myself and see how things pan out from there.

Yet there’s a different feel to Pinterest from other social networks not just because it’s so image-heavy, but because it’s not being used by organisations to drive traffic to their sites right now. Rather, it’s a case of users actively picking and choosing content to show to their friends.

Got good content with good images? Then, if you’re hitting this demographic, it’ll probably get pinned.

This is probably because it’s still pretty new. It’ll be interesting to see how things change, but I imagine it will start to feel more like Facebook and Twitter – a mixture of organisations, journalists, companies and users sharing content.

Also, let’s face it, there always has been and always will be a certain degree of narcissim to most social networks. You’ve got this sense of ‘LOOK AT ME’ with both Facebook and Twitter.

I don’t get that from Pinterest. It’s more like the scrapbooks I kept when I was younger, full of postcards and pictures I picked up from all over the place – in other words, it’s exactly why it’s so damn popular.