Social Media: Pinterest for Business
Pinterest is a website dedicated to photographs, infographics and various other images that spread between people’s boards (or profiles) and get shared and “pinned” by various people. This way images spread and, while they don’t go viral, their exposure increases massively if tagged and managed correctly.
One of the dangers for businesses in the social media age, however, is that they feel that they need to maintain a presence on every social media platform available. Even as an SEO professional I’ll tell you that this is nonsense. Imagine, if you will, that your company manufactures nothing, instead offering services. A Law firm, for example, specialising in divorce. While maintaining a Facebook page would be useful for people to make instant contact with you in that personal, online space, a YouTube or Pinterest account might prove to be surplus to requirements. You might find that the audience of people who are interested in learning about the services you offer on YouTube is limited, while people might not often take to Pinterest to learn about the ins and outs of divorce proceedings. By spreading yourself too thin you take away valuable time from your social media staff that could be better spent engaging with your customers in more appropriate spaces.
If, however, your company is a manufacturer, or even a company that sells goods, that social media channels that offer a more visual flavour will be essential. Pinterest allows you to build a profile by selecting areas of interest. If you sell Kitchenware, for example, it’s important that when you “pin” photographs of your products you do so with the correct tags. If you’re trying to sell a kitchen wall clock of a specific design, then tag it as a customer might search for it. If they find the clock and pin it, before finding out it is an actual product, than you’ve done the job correctly.
One final thing that businesses should be aware of when it comes to social media, especially pages like Pinterest, is what impact it can have on sales. That’s what it all comes down to anyway, right? Despite what we may think, social media engagement does not guarantee sales. How could it possibly? Pinterest is about brand exposure, it is about engagement with potential customers. A “pin” doesn’t mean that you’re going to make a sale, the same way a “Like” on Facebook or a “Retweet” on Twitter doesn’t. But those are what social media live and die by; the more you get retweeted the more your brand spreads, the more your products are pinned the more likely customers will see them, the more people like your Facebook page the larger catchment your posts will have. It’s a long game, but you need to play it carefully.