Pin-mania, what’s your strategy for branding on Pinterest?

As the resident social media manager at R&R, my job requires that I am up to date on all things social, which essentially means I spend a great deal of time reading about Facebook, Twitter and any new or buzz-worthy social darling. The latest platform to flirt with the masses is Pinterest. In case your job description does not include reading copious amounts of social media related material, Pinterest is a virtual pinboard that allows you to “organize and share all the beautiful things you find on the web.”

Turns out, there is much to share. In fact, Pinterest was ranked in the top 10 social networks by Hitwise in December 2011 and comScore reported 11.7 million unique users in January 2012. Yet, it appears pinning is for women, with a whopping 80% of those unique users representing the fairer sex.  Now why is it that women love it and men shun it? Perhaps it has something to do with an overwhelming number of boards devoted to fairy-tale weddings and bouncing babies. However, there are just as many boards promoting fitness and travel, both gender-neutral topics.

As a woman-owned company you could say it was only natural that we’d take up pinning. However, the opportunities to socially engage on a local or global scale and create additional touch points for potential brand advocates are far more compelling then the ratio of xx to xy chromosomes currently pinning.

Using Pinterest for professional as opposed to personal purposes does remove a bit of the romantic and wistful qualities of the site, but it does allow us to create a visual story board for our fans, followers and clients to partake in the act of design. Currently, we are experimenting with the boards for two logo projects. The projects will remain unnamed until they are completed, but with color choices, font selections and inspirational elements we are offering a peek into the typically private world of creative concepting. Our hope is that through these boards, we will gain followers who check back frequently to see the evolution of a design from start to finish as well as individuals who are drawn to our aesthetic and share it with others.

Pinterest may be female-centric now, but as with any social media platform it can change tomorrow. So don’t turn your nose up because there are more dresses than suits scouring the site. Instead, focus on creating a sound strategy that can successfully meet the marketing objectives for your business.

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