Wednesday, January 9, 2013

Spark your customers' [P]interest...


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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