1. Think visually first. Duh. It’s a site full of images. So, while I really do love Pinterest, if you can’t tell your story visually, it’s not the right place for you to spend time. An example we discussed yesterday is the Department of Transportation. While the group did come upwith a few ideas its communications pro could use, all-in-all there isn’t much exciting about photos of asphalt.
2. Avoid blatant promotion. We like to see a nice balance between your own boards and boards that highlight others. For instance, for our client Frank and Eileen, we have boards for its women’s and men’s shirts, but we also have inspiration boards.
3. Provide visual customer stories. We’re storytellers, which means we also need to know how to tell our story visually. The Chicago Bears do a nice job of this because the team not only gives you things to buy (clothes, merchandise), but also it tells a story of its history through photos.
4. Pin interesting things happening in your industry. And invite others to contribute to that board. I am a contributor to a social media board and also to Meta Pinterest – Insights & Resources. This enables you to keep up on trends, statistics, and resources without doing all of the work yourself.
5. Think about your events, publicity stunts, and news conferences. About 10 years ago, I was in New Orleans for the first time. We were launching Over ‘n Out Fire Ant Killer. In order to tell a story and drive interest from TV stations, we created a New Orleans style funeral, complete with a singing minister and mourners, for the fire ant. I did a search and found some images so I may still pin them—10 years later!
6. Pin videos. Most people do not know this, but you can pin videos. I started a Facebook question of the week board, just to see what would happen to views if I did. Turns out, a good number of people (in the top 10) come to our YouTube channel from Pinterest.
7. Put the “pin it” button on all of your Web properties. I need to take this advice myself. I use Chrome so I have the “pin it” bookmarklet in my toolbar. Because it’s so easily accessible for me, I forget not everyone has the same. Just do it.
8. Share articles, stories, and blog posts. Even though it’s a little bit self-serving, pinning articles, stories, and blog posts about your company also helps the person who wrote it. You get to highlight some of the stuff others are saying about you, and they get the benefit of increased traffic. Whole Foods does a nice job with this with its Favorite Books board.
9. Ask employees to create boards. Just like you want employees involved in your other social networks, ask them to create boards on the business page that showcase their talents, hobbies, and families (if they’re so inclined). Just make sure you have a couple of sentences in your social media policy about what’s cool and what’s not on Pinterest.
10. Pin blogs and websites you admire. I’m going to use Frank and Eileen as the example here again because I think my team does a nice job with this. They’ve pinned bloggers they love, based on the industry. So, for instance, they don’t have technology or social media bloggers pinned. They’ve pinned only fashion and clothing bloggers.
11. Share best practices. I do this for my speaking engagements. Anytime I read something, or hear someone speak, and think, “Ah ha! I need to include that in a presentation,” I pin it. You can do the same for best practices you’d like to incorporate into your business world.
12. Pin stuff from key journalists. This really goes hand-in-hand with tips eight and 10, but you can separate bloggers from journalists. The nice thing about pinning the work the reporters in your industry do, they can see who is driving traffic to their sites and so begins a relationship.
13. Take advantage of trade shows and conferences. Just back from Counselor’s Academy,Martin Waxman introduced Sharypic to the group, which is a photo sharing site for conferences. I’d like to see a mash-up of Sharypic and Pinterest for PR pros. The conference will use Sharypic to combine all of the photos everyone at the conference tweets and you’ll pin the ones important to your boards.
14. Change descriptions with search engine optimization in mind. This one drives me crazy. How often do you see a photo on Pinterest with the caption, “This is so cool!” What the heck is it?! People don’t search, “This is so cool!” They search, “Extra kitchen storage.” It’s easy to change the description. Make sure you do it so what you’re pinning is easily found.
15. Make sure links work. There is nothing more frustrating (on Pinterest, at least) than clicking on an image to buy it or a to make it and not finding the URL that has more information. If you’re pinning things that are going to drive back to your website or blog, make sure the links work.
16. Measure your efforts. One more example from Frank and Eileen, because I have easy access to its analytics. In April, Pinterest was its No. 8 driver of traffic, which represents 3 percent new visitors. Of that 3 percent, 83 percent bought a shirt, representing $2,670 in revenue. Not too shabby for a few images on a cool new social network.