May 23, 2012
/ by Katrina M Mendolera
As a popular new social media option, Pinterest has literally caught the eye of more than just its female target audience. PR professionals are finding that this visual platform can be used in various ways, from bringing in traffic to connecting with journalists. inVocus spoke with several industry professionals who dished on how the latest social media craze is being used in their respective workdays.
Rachel Margaritis, PR director at ViralFashion.com
Within the past week, I have really started focusing on using Pinterest to direct more traffic to our site. Because we are a fashion magazine, photographic content is extremely important to us and I have been reposting our content to Pinterest. We’ve seen a fairly good response, and hopefully as we continue to build our Pinterest page and pinboards, we’ll see more click-throughs to the site as a result.
Kathleen Hennessy, principal at Axiom Marketing Communications
Since I’m personally addicted to Pinterest, it wasn’t a big leap for us to start using the social medium for our clients. We use it to create inspirational boards for our gardening clients. Pinterest gives us another visual platform to show beautiful images. It also allows us to show potential customers how our clients’ products can fit into their lives.
Pinterest has been very helpful in connecting with our key journalists. Following their boards allows you insight on where their personal and professional interests lie. Following the boards of their media outlets gives you a better sense of what they’re covering.
If your target customer is female, you need to be on Pinterest. With up to 97 percent of the users being female, we focus our message on this social media platform exclusively to that target. We try to make our boards as visual as possible and our pins easy to repin and recommend.
Stacy Broff, owner/president at Diamond Girl Media Inc.
I use Pinterest for work. I think it’s another great outreach for social media. The more you use any of these sites the better results. I post client-related products and personal things. I seem to acquire new followers daily. Many of these followers are editors I work with. In addition to Facebook, Pose, Twitter and my personal Tumblr blog, I feel like I’m covering a lot of ground. Every little bit helps. There are 2 billion social media users. If you’re reaching a tiny percent of those people you’re getting some pretty good extra exposure.
Sam Hurley, marketing/PR affiliate at Prezzybox.com (Based in the UK) I’m a massive fan of Pinterest and love how simple it is to use and how addictive it is! We therefore ensure it is part of our marketing strategy. So what do we do? Here’s a few points:
1) We include the Pin Button alongside our other social networking buttons. Sounds obvious, but not many sites actually do.
2) We make sure that our images are “pinteresting.” This way people will pin them to their boards.
3) We make sure we pin them on our own company board at prominent times of the day (preferably lunchtime or early evening) as this will then appear on our followers home page.
4) We follow lots of people – they will follow you back as a general rule
5) We make sure all of our staff have Pinterest accounts and engage with it, pinning/re-pinning our images
Pinterest now accounts for over 2 percent of our entire referral traffic. It’s still fairly small, but is growing rapidly. Surprisingly it accounts for more referral traffic than Twitter and drives 10 percent of the users of Facebook to the site. The great thing about Pinterest is that 89 percent of the visitors are new visitors to Prezzybox.
–Katrina M. Mendolera
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