Pinpointing the need for Pinterest

For awhile, I couldn’t quite sell myself on the value of Pinterest for businesses. It’s not that I didn’t love PInterest, my friends, in fact I was an early adopter and have hundreds of pins relating to my imaginary wedding. Who doesn’t?

Given my experience with the social media site — gowns, jewelry, paper products — I was remiss to believe Pinterest would add any real return on investment for businesses. However, after a bit more research I have changed my mind and now believe that any time a marketer can create a touch point for its target market then it is for the better.

I will now go forward and create a Pinterest account for my clients. Since four of them are newspaper companies, it will be easy to find regular content.

My plan is to start pinning photos attached to the most-read news articles, which of course will then redirect viewers to the respective website. Once the newsroom — and the C-suite — become accustomed to this I will proceed to pinning advertisements.

There remains a Chinese wall between the editorial and advertising departments in the media business. Where one department goes left, the other goes right. No longer can this be the case. The art department creates fantastically visual imagery in its advertisements — and their work needs to be showcased as much as the editorial work. The advantage of pinning advertisements will be increased pageviews, which can then lead to up-sells.

As I enter into the unchartered (for me) territory of pinning on behalf of businesses, and not just myself, would you offer me any advice?

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