Social media is becoming such a huge part of public relations. Understanding Facebook, Twitter and even Pinterest is becoming a critical aspect when developing a comprehensive and strategic plan for clients and companies.
Pinterest the newest social media trend that allows users to create boards and “pin”, or bookmark, things they’re interested in. Women, ages of 25 and 34, are dominating Pinterest, which is an important factor to consider when looking at the targeted demographic of your pins.
Some important things to consider when incorporating Pinterest into your plan include:
- Visuals: Since Pinterest is primarily focused on images— it’s important to pin relevant visuals. The images you pin work best when they can tell a story, or the story of your client. Pin things that align with your brands and the messages you want to communicate.
- Promotion: Pinterest is not a place for traditional product promotion. Pinning a product, advertising the price, and linking to the external website where the product can be purchased, is not what catches avid pinners eyes. Whole Foods Market(http://pinterest.com/wholefoods/) is a great example of a company who uses Pinterest effectively. By focusing on pictures of mouthwatering food and creating interesting and interactive boards, it is easy for customers to communicate with the company.
- Videos: Videos can be another valuable tool on Pinterest. A company can use Pinterest videos to inform users about its history or to release statements about industry issues.
- Find a balance: Creating conversations and connecting with consumers is what social media is all about. Instead of focusing on strictly your brand and your products, reach out and link to others. Followers want to find more than just your brand on your Pinterest page.
There are many reasons why people should use Pinterest, including the fact that there is less than 1% negative sentiment on the platform.
To get started on Pinterest, it’s best to create some boards about things you like, some about things you have a hard time finding, and some about you brand. This creates a good balance between promoting and creating a face for the company.
Once companies establish themselves on Pinterest, measurement is the next step. It is important to understand what pins are working and what pins are not. By looking at competitors, companies can also collect important data.
Here’s a great example of how Pinterest is being used and measure in the PR and marketing field.
Pinleague analyzes Pinterest users to better understand the target audience, finds ways to engage new influencers, and measures growth and engagement.
This article, The Public Relations Guide to Pinterest, gives great reasons why public relations, social media and creative agencies should invest time in Pinterest and ways to do it effectively.
Other great articles about how Pinterest can be used for public relations: