Looking for public relations? Not so much! Pinterest has it too but my search for “public relations” on Pinterest delivered mixed results.
It delivered a microcosm of what’s on the Internet. Some of the 240+ hits or “pins” were relevant, useful and right on target. A couple were brilliant or evocative. Many were random, off-topic, sometimes silly but often entertaining.
I decided to do a closer analysis.
Analysis of PR on Pinterest
Let me highlight a few “pins” from the 240 PR search results to illustrate my findings:
- PR-related; somewhat to very relevant – 85 pins (35.4%)
- Infographics; mostly social media – 43 (16.7%)
- Agency or PR service provider promos with no content value – 34 (14.2%)
- Links to posts; some duplicates – 34 (14.2%)
- Individual PR pro profiles – 26 (10.8%)
- Brand/product marketing; mostly blatant service or product pitches; not PR-relevant – 20 (8.3%)
- Book covers and book pitches – 18 (7.5%)
- Irrelevant; no relevance to PR – 23 (9.6%).
The data shows clearly that only 35.4% of the “pins” in my survey were somewhat to very relevant to public relations. Many of the posts such as infographics (16.7%) and books (7.5%) were somewhat useful for PR and were included in the “pins” that I deemed relevant.
Nearly 10% were totally irrelevant to public relations and more than 40% above were promotional or of no true content value. Clearly, I didn’t find enough real PR value on Pinterest.
My PR Take on Pinterest?
I won’t bother to do a “how-to-use” Pinterest post because it’s dead simple to use. See Danny Brown’s post below.
My assessment of Pinterest at this time:
- useful for niche marketing and branding projects, especially if visual
- potential for creative and innovative PR and marketing applications
- contains much “fluff”
- potential for research, listening and monitoring
- tough to measure specific ROI
- fun to play with
- staggering growth, so important to follow closely for future PR applications.
Based on my initial analysis, I’m not finding enough value to spend a lot of my time on it. Like any new social media channel though, you need to be familiar with it and watch for new developments.
I’ve pulled together a useful reading list of 30 Pinterest resources I know will help you make your own assessment of this shiny, new social channel. For me, it’s got potential but it’s not yet ready for prime time PR.
Are you using Pinterest successfully? Are you getting results? I’d enjoy hearing your take in the comments below.
You’ll also find other useful social media resources in The PR Library including content marketing, Twitter, Facebook, LinkedIn and much more. Don’t forget to subscribe to The PR Coach blog for weekly PR tips and social media insights or get it in your favorite RSS reader.
Author: Jeff Domansky
Pinterest Resources for PR Pros
6 Ways Brands Can Rock Pinterest [Social Times]
Useful tips on using Pinterest for PR and marketing .
12 Ways to Use Pinterest for Your Nonprofit [John Haydon]
Nonprofits can have success with Pinterest too.
18 compelling stats to help sell your boss on Pinterest [Communication Conversations]
Arik Hanson shares powerful Pinterest stats and useful tactics.
Beyond the Like: Don’t Measure Pins Because You Won’t Find Them Useful [C&M]
So how do you measure ROI?
How Educators Are Using Pinterest for Showcasing, Curation [MediaShift]
Mark Glaser looks at how educators are innovating.
How The Wall Street Journal Uses Pinterest
Editors are pinning memorable quotes and seeing traffic to articles as a result. W
How To Optimize Your Pinterest Images [The Content Strategist]
This Infographic has practical Pinterest tips.
How to Use Pinterest for Marketing Research [The Steveology Blog]
Smart marketing research tips from Steve Farnsworth.
How to Use Pinterest for Public Relations [SMedio]
Seven ways you can use Pinterest for PR.
Is Pinterest the next Facebook? [CNNMoney]
Great look inside the Pinterest business and its founders.
Is Pinterest the Next Big Social Network in Europe? [comScore Data Mine]
The new network is spreading fast in EU too.
Online Pinboards – Is this the new way to Facebook? [comScore]
Exploring where and why Pinterest is hot.
Pinning for Gold [Jeff Turner]
Pinterest: Early adopter guide.
Pinterest Hits 11 Million UMVs (and 8 Tips for Brands) [Ogilvy 360]
Pinterest: The newest ‘pin thing’ in social media? [Tressa Robbins]
Several smart ways to use this new social media tool.
Pinterest vs Facebook: A Social PR Strategy Smackdown [C&M]
Simple vs cluttered.
Pinterest: What’s in it for you? [ed Social Media]
The basics and how higher education is using Pinterest creatively.
Pinterest: Why What It’s Not Says So Much [MediaShift]
Courtney Lowery Cowgill explores Pinterest from every angle.
Pinterest UK stats [Drew B]
Drew Benvie looks at UK adoption.
The Only Pinterest Post You’ll Ever Need to Read – EVER! [Danny Brown]
DannyBrown shares his funny take on the new social media phenom.
Three Things Brands Should Know about Pinterest [H+K Strategies]
Here’s what marketing needs to know.
Top Media Outlets Discuss Pinterest Strategy [Cision]
Shiny new toy or legit new channel?
Understanding Pinterest and Your Audience [BurellesLuce]
Five simple Pinterest tips.
Unpinned [Beyond PR]
Good counterpoint on brand and user rights on Pinterest.
US Army Pinterest Page
Even the US Army is into Pinterest.
Using Pinterest Yet? 13 Tips for Gaining Business Exposure for Your Clients [PR News]
Popular pointers for, you guessed it.
Very ‘Pinteresting’ Infograph Shows Rapid Rise of Social Media Site [Simply Zesty]
What is Pinterest and How Can You Use it for Marketing your Business? [Jeff Bullas]
Jeff Bullas looks at the unrealized potential.
Why Pinterest may not be right for your business [Ragan.com]
This infographic guides you through why Pinterest may not be your best social channel.
Why You Need an Interest in Pinterest [DreamGrow]
More tips and Pinterest insight.