Should you be Pinterested in the next big social network?

Still questioning Quora? Found that Google Plus has turned out to be a negative? Then you are probably uninterested in Pinterest – the very latest in a long line of social networks that experts are citing as the next best thing. However, unlike the others, Pinterest actually has taken off and was one of the fastest networks to reach 10 million users a month. When it comes to sharing content and meeting people with similar interests to yours, Pinterest is perhaps the most useful social network of them all so why should you join in with the buzz?

Firstly, let’s myth bust; Pinterest is not a new social network. It has been around for several years but only recently has found itself blossoming in popularity. Unlike similar hyped up networks like Quora, Pinterest’s early adopters were not typical internet geeks but in fact, average everyday women with mainstream interests, opening up the passageway for a wide ranging audience of users. There is no intimidation factor here; no importance laid upon keeping up with the most influential users. In fact, unlike most social networks it runs at your own pace and can be about anything you want it to be about.

Bridge Pinterest

Your Pinterest boards can be about anything you want - we even have one for Bridgit!

The idea of Pinterest is that you share ideas online by pinning images from the web to virtual pin boards. Users then have the choice to follow a particular pin board or repin something of interest to their own pinboard – much like Twitter’s retweet facility.

Upon first visiting the website, the first thing to note is its appearance and usability. It’s very easy on the eye and very simple to use. Much of the content on the social network is about products; furniture, books, clothes and household items and it can at times seem like a large online shopping store – the female influence coming across heavily. However, leaf through the typical domestic boards, the wish lists and the clutter and there are some very interesting boards. Boards on social media, infographics, images of old newsrooms and even one board looking at hot businesses of the month. It is easy to see why Pinterest is attractive to advertisers – this is a place that they can promote themselves, with links back to their own website without ramming advertisements down a user’s throat.

In terms of content marketing, Pinterest could well become the most useful and important social network of them all. Of course, a lot depends on the user and that is the beauty of Pinterest – it can be about absolutely anything you want so as long as people share interesting content it will always have a purpose. However, unless you are specific, your individual boards may well become lost in translation. Millions of users will be following pinboards about marketing so make yours niche. Title it content marketing, digital marketing or b2b marketing and allow it to stand out from the crowd.

Make sure you are repining interesting content to your own pinboards and sharing it with your own network of followers. As with any social network, following the right people can bring new content to your attention which you can then, in turn share with other creating a chain of content marketing practitioners. 

As a business you need to curate your content properly and organise it into different areas of your business. If you are a retailer, just as you organise shop shelves, you need all your products categorised and displayed together. If IT is your industry, sub categorise the genre into different factions; network systems, new innovations, mobile devices and web devices. The key is to make your content unique, niche and interesting enough for others to repin and share.

Above all else, have fun. Pinterest is unlike any other social networks in that there is no pressure to be seen as an industry leader. It moves along at its own pace and can be personalised to suit your needs. As well as serving as a platform for content marketing, Pinterest can also be your own personal pin board of interests, products you want to look at further and links or diagrams of particular interest.

Pinterest is unfortunate in that it has been tipped for success by the experts and predicted as the hot new social network of 2012. However, unlike fellow victims to this hype like Quora and Google Plus, Pinterest is causing enough of a stir to actually live up to its expectations. The interface is simple, the idea effective and the reasons for using it plentiful. In fact, Pinterest could just be the most (P)interesting thing to happen to content marketing.

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Posted on April 5, 2012, in "public relations", "digital media", "marketing", Brand Reputation, Bridge PR, Communications, Content Marketing, PR in Coventry, Social media marketing and tagged , , , , , , , . Bookmark the permalink. Leave a comment.

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