So, you’re probably wondering how public relations and Pinterest are intertwined. The image-bookmarking site has over 70 million users. Brands have slowly started using Pinterest and if used effectively, it adds personality to that brand. Staying current and in the conversation is key!
One jewelry company who’s on Pinterest is Helzberg. They don’t just pin pictures of their jewelry, the retailer has boards dedicated to recipes, fashion and beauty. Not a bad social media job to have!
Some brands may stay away due to legal issues and unfamiliarity of the platform. If a brand doesn’t have an audience on the platform, it makes sense not to use it either.
Some brands have also turned to Pinterest for contests. The contests usually consist of creating a board pertaining to a specific topic and pinning accordingly. I think this is a great idea!
Sony Electronics held a Pinterest campaign in 2012. The company gave $1 to the Michael Phelps Foundation each time a user re-pinned an item from the designated board. This was a great experience for Sony and donated more than $12,000. This campaign engaged users while at the same time, spread awareness of products.
Brands can give tips to users about virtually anything. Being strategic and consistent with their imaging is important when creating an account. If brands are not going to be active on their account, there may be little purpose in having one. Staying up to date and actively re-pinning and pinning can help increase chances their brand name will appear in feeds.
If a brand is putting their product image on Pinterest, they must be sure they have enough inventory. If users see a product they want to purchase, not having it in-stock may not make them a happy customer.
Brands should be strategic with naming their boards, this is what may set them apart. An example would be Whole Foods creating a board dedicated to cheese titled “Cheese is the Bee’s Knees”.
When a brand adds appealing boards (that may not be related to their product), it helps put their name out there. Going back to Helzberg- they had a board dedicated to recipes, nothing to do with jewelry! This was a great strategic move and their account can appeal to a wider audience who may, at the time, be only interested in the yummy pins.
Pinterest is growing! I’m excited to see the new things that brands try out on this platform. Are there any great brands who you think are using Pinterest the best?