Few organizations are ready to dive in to social networking site Pinterest, according to a new survey by The Creative Group, a division of specialized staffing leader Robert Half International that specializes in advertising, marketing and public relations.
Almost half (44 percent) of advertising and marketing executives interviewed said they have no current interest in using Pinterest—where users collect and share photos of their favorite interests and hobbies—for business purposes. Only 7 percent reported they're already using it, and another 10 percent said they intend to join the online pinboarding community.
Advertising executives at large agencies were more active on Pinterest than those at smaller agencies and their corporate marketing counterparts. Nearly one-quarter (24 percent) of advertising executives at agencies with more than 100 employees reported they are already using Pinterest as part of the marketing mix, and another 6 percent said they plan to create an account.
"With so many potential social media opportunities for businesses, marketers must carefully invest their time and resources in those that best match their demographics and brand personality," says Donna Farrugia, executive director of The Creative Group. "Pinterest has attracted a huge following quickly, but companies may be waiting to see if its popularity will last and what the potential business uses are in order to determine if a presence there makes sense."
The Creative Group offers three tips for using Pinterest to display creative work:
1. Organize your boards wisely. If you want people to peruse your pins, you have to make it easy and intuitive for them to find what they're looking for. Carefully consider what content you want to showcase, whether it's a collection of your own print and web work or fascinating infographics you've seen, and create a clear, concise title for each board.
2. Create captions. Make sure viewers understand the context of your pins by labeling personal portfolio samples with the client's name (assuming you have permission), project objective, your role and any positive outcomes. When repinning, comment on why you found the image compelling.
3. Build your following. The best way to attract more eyes to your Pinterest page is to engage with other pinners. Follow boards and users with similar interests, and then like, comment on or repin images you find inspiring.