Do we really want Pinterest to become the next Social Marketing Outlet?
How many of you are on Pinterest.? I know I am and have been for about a year…especially after my wife told me about this neat little social network. She had to send me an invite in-order to join and ever since then…I have been pinning away.
What do I use it for? Well, between creating a board for my favorite photography gadgets, my gift wish lists, books I want to read, and even vacation destinations for Sarah and I…I am hooked!
Lately, Pinterest is starting to get lots of interest with the mainstream media including USA Today and Mashable.com.
In October 2012, USA Today wrote an article about Pinterst, “Pinterest stands out in crowded social media field.” They state:
“Time magazine called Pinterest — a website where users post collections of images of their favorite food, clothes, places and everything else — one of the five best social media sites of 2011, along with Google-Plus and Klout. The company has raised $27 million in venture capital led by the firm Andreessen Horowitz, which several tech news outlets have reported as valuing Pinterest at $200 million.”
Mashable.com started posting articles about Pinterest this past June and ever since have been featuring articles about this social outlet, leveraging the holiday audience. To date, you still need an invite to join Pinterest…but if you have a friend, they can invite you to this “some what private” social outlet.
Is the Mashable Effect starting to set-in, since they are the online social media magazine. You can see articles listed headlines including “The Top Brands on Pinterest“, “5 Ways Brands Can Use Pinterest to Boost Consumer Engagement“, and my favorite “Pinterest: A Beginner’s Guide to the Hot New Social Network.”
If you are a growing social network and you want to grow to the masses, you want an online media outlet like Mashable to write about your organization…and write regularly.
But as social consumers and connectors, do we want Mashable to take interest? Do we want main stream media to take interest. Facebook is no longer Facebook with the slick marketing of brands. Twitter is becoming overwhelmed with daily satire of “he said” “she said” quickly jumping to headlines. Between athletes, political outlets, and other individuals…it has become the first place to find people in the match-up of “one-ups”.
Yes…many people are in social media overload. I know I have been…my Facebook page is overloaded with friends, family, and others ranting political discourse leveraging digital word-of-mouth. So…can we keep Pinterest closed…fun…private…and enjoyable?
Do I really want to be influenced inside Pinterest? Do I want brands trying to build an experience for me inside my digital repository of fun-ness? It is the next big un-tapped market…I guess. I have sat through many marketing meetings thinking and wondering if Pinterest is a place to build a brand presence.
Econsultancy.com writes in the article “Revealing the demographics behind Pinterest’s users“:
“comScore says that the blossoming social curation site has over 4m registered users and is growing rapidly, while Google Ad Planner shows that nearly 1.5m people visit Pinterest every day – spending 14 minutes on the site on average.”
“Google Ad planner shows that Pinterest users are:
– Largely women (a 80% to 20% ratio)
– Aged mainly between 25 and 44 (accounting for 55% of the group, 30% are 25-34, 25% are 35 – 44)
– Just 25% of users have a bachelors degree or higher
– The majority live off a household income of $25-75k”
YES to this statement in the article: “So there’s some truth to Matt Buchanan’s post on Gizmodo yesterday that proclaims Pinterest as ‘a Tumblr for ladies’.”
No wonder brands and marketing staffs are trying to find an open path…this is a rich, wide open playing field. Even though these stats are wide in the bell curve, they seem every similar to the bell curve most healthcare marketers are looking for when connecting their brand to the end consumer.
Well, Facebook must see the value…now you can have a certain area to show off your pins in the new Facebook timeline. Yep…Facebook and Pinterest together connection people to brands. Hmm..
So…WHY. I want to keep it closed. PLEASE??? I want to enjoy pinning, sharing, and interacting with my little want lists. Well…I am not sure we can hold of the wolves, let’s get ready as brands and marketers like myself begin and continue to infiltrate Pinterest. Or maybe it has been open the whole time…we are pinning brands on our boards.