Dec 4, 2012
guest post by Marissa Wasseluk, originally posted here.
While covering the “Top 5 Social Media Platforms” during a recent social media training, one participant asked me, “Do our organizations really need to be on Pinterest?”
To which I answered yes, and no.
We’ve seen some nonprofits use the platform effectively because they know how to speak to their audience and can pull from a plethora visual content. Some nonprofits create boards centered around a specific fundraising and/or awareness campaign.
Since most website referrals today come from Pinterest, it certainly wouldn’t hurt to be on the platform. But before you add another online to-do to your communications plan, ask yourself a few questions first.
Question #1 – Is your audience on Pinterest?
The general pinning audience** is:
- Females between the ages of 25 – 54
- Have an income between $25,000 – $75,000
- Are visually stimulated & like “collecting”
Stats collected from ComScore – except for that last one, that last stat was all me and my keen powers of observation.
**It should be noted that these stats reflect American trends. In the UK your average pinner is male.
Question #2 – Is your site or your content ‘pin-able’?
Do you post pictures worth a thousand words on your site? Can you get your point across with a picture? Do you make your content easy to share?
Question #3 – Will you change your current communications plan to accommodate the Pinterest platform?
The rise of Pinterest definitely changes the digital communication game. Its rapid growth is proof of how visually-driven digital consumers are. Does this mean digital producers should create more visually stimulating content?
*cough*yes*cough* A smart digital marketer or blogger would change the format of their posts to accommodate this pin-nomenon (hehehe). They would make their content graphic-rich and add the Pinterest button to their posts.
So if you’ve answered “yes” to these questions, you may want to add Pinterest to your organization’s social media plan!