It is a widely known fact that
social media has had a huge impact on the way people interact with each other
and how they are exposed to companies. My current favorite social media site, Pinterest, recently made news when the site
updated its terms of service to better cater to businesses. I was first
introduced to Pinterest a little over a year ago, and quickly became fascinated
by the site, which allows users to organize pinboards that feature pictures of
home décor, fashion, gardening, and everything in between.
According to an article on Adotas by Richard L. Tso, Pinterest’s new terms of
service permit businesses to join the site and create boards that feature their
brand or products. Pinterest also created business accounts to differentiate
brands from consumers. One flaw Tso points out is that the new accounts do not
include analytics to track return on investment, clicks per pin, etc. Many
companies however, are beginning to launch analytics software that brands can
use to track such details. Each pin has an embedded link, which businesses can
use to led customers to the company website. The analytics software then allows
businesses to see exactly which pins attract the most customers and revenue.
Pinterest is quickly becoming one
of the most popular social media sites and is an excellent way for brands to
gain exposure. A recent FCW article by Frank
Konkel lists Pinterest as the “third-most popular social media website behind
Facebook and Twitter.” Even the United States government is utilizing the site.
The White House, Army, Navy, and National Guard are all prominent users. Many
marketing experts encourage federal agencies and businesses to join Pinterest
because of a growing trend in social media toward using images instead of
words. Customers often have more of an emotional connection to pictures, which is
what has made Pinterest’s brand successful.
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