Three Questions to Ask Before Using Pinterest

There is possibly no other social media site that burst onto the scene quite like Pinterest. For those of you unfamiliar with it, Pinterest is a pinboard-styled social photo sharing website that allows users to create and manage theme-based image collections.

Despite a strong launch in 2011, which included being named to the 50 Best Websites of 2011 by Time magazine, Pinterest only recently caught on in the last two months as a buzzworthy social platform. But is this the new wave of brand building or just another fad that will burn bright and fizzle in a year? Here’s how to evaluate Pinterest for your association.

Is a picture really worth a thousand words? Like many forms of social media, Pinterest isn’t right for everyone. Because it is a photo sharing website, think about what kind of visuals you can offer that truly give your target membership base a sense of who you are. If imagery doesn’t accurately define you, opt for a social media platform like a blog to offer you a more generous space for building association awareness.

Is Pinterest sustainable for your association? Participating in social media should be an ongoing plan—not a hasty bandwagon jump just for the time being. While you might have a few cool photos to post now, ask yourself if you will continue to have material six months from now.

Does it reach the right demographic? Pinterest has recently been tagged as site only conducive to reaching “young females planning a wedding.” While this label is a little extreme, there are reports that 83% of U.S. users are women, ages 35-44.  In Britain, 56% of the users were male and their age profile was different too, being about 10 years younger than the U.S.   If this does not fit your target audience, consider other social media sites that cater to a wider cross-section.

Still having trouble determining your social media strategy? Check out the infographic “Should You Be on Pinterest?” or contact the CMA PR team to help you decide which way you want to go.

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