Pinterest is a visual social media site which revolves around the sharing of images. In simple terms - a 21st Century web version of the beloved pinboard, where you can; create your own board, re-pin content which interests you posted by others, discover content in a simple visual way and connect with other like minded people. (See this data visualisation from MDG Advertising for more info on the basics...)
Up until recently is has been quite difficult for marketeers to measure their successes in a business context. Businesses had to create accounts that did not integrate with the popular digital marketing measurement platforms they utilise to measure their other social channels.
It could be said that this has made it fairly difficult for even the most modern marketeers to measure ROI from the channel, perhaps even deterring them from spending too much time on developing the platform for their business (particularly in the B2B market which I currently work in!) This has however all just changed...
Pinterest are now getting ready to announce a new initiative which will help businesses; gather more insight intoPinterest trends, create promoted pins, gather more information on Pinterest marketing successes and even connect their Pinterest to social media management tools via API (so far Hootsuite, Salesforce, Spredfastm Percolate, Piquora Curalate and Tailwind are said to be in on this.)
This could allow marketeers to incorporate Pinterest right at the heart of their social strategy, allowing them to measure the results of this channel alongside their traditional social channels as well as giving them the opportunity to invest more time and effort into their Pinterest pages, ensuring it is relevant to their audience and driving successes for their business.
Are you a business or agency who uses Pinterest? I would love to hear more about how you think these advances will change the way you use Pinterest as part of your marketing strategy, please feel free to get in touch and let me know!