Status updates, tweets and now pins. What do all of these have in common? Different types of social media posts are likely the first thing that comes to mind, but there is more than meets the eye in today’s digital world. Social media is no longer just a way to let your network know your daily schedule. Instead, it is  a great (and pertinent) way to market your brand or event and create conversations.

At my PR and brand communications firm See.Spark.Go, we rely heavily on social media to communicate, and we certainly realize the importance of continued interactive content for clients. We’re going to help decode the latest and greatest of social media: Pinterest.

Similar to Facebook and Twitter, a business can use this social network to share their goals, event information and ideas all through “pinning.” Pinterest is a visual-based social networking site that has recently sparked the interest of some major brands as a channel for content marketing and communications.

Based on experience and research, here are five tips planners can use this visual social network to their advantage:

1. Promote a lifestyle. People align to the “idea” of something quickly.
Pin images that capture a lifestyle and/or the essence of your brand. This can be more effective and engaging compared to traditional advertising because the consumers can really see how your brand, event or tribe resembles their own lives.

Example: The National Wildlife Federation does not just pin images linking to donate to the federation, but rather promotes the lifestyle of protecting wildlife for the future and encouraging others to do the same.

2. Pin sporadically and during lunch, between 8 p.m.–1 a.m. EST, and on Saturday mornings.
Knowing when to pin can be crucial to target and pinpoint (excuse the pun) your brand’s audience. The right day and time can really mean the difference between one click-through from a pin to your website to several. By pinning sporadically, rather than in blasts, you will reach a wider audience (and not inundate them with your pins).

3. Remember: Pinterest is highly visual. Ask yourself: is this pin-worthy?
If you have ever been on Pinterest before, think of which pins you are most inclined to click on. Most likely it’s the the ones with the best images. Beautiful images lead to repins, which lead to more traffic to your website and hopefully more engagement.

4. Add a hashtag for better search optimization.
That’s right! Pinterest uses hashtags, too. Just like trending topics on Twitter, Pinterest’s algorithm has a better chance of displaying a pin with a hashtag when pinners search that word. The hashtag also categorizes pins with other pins similar to yours. This leads us back to tip No. 1, where people are looking for the “idea” of something, rather than specifically for a product.

Example: Kate Spade’s #livecolorfully shown on an individual pin and a board containing all images with the hashtag.

5. Engage in conversation and build relationships.
Sounds similar to other types of social media right? Well with Pinterest, interaction is key to building and maintaining relationships with your customers. If a business or event can display great images and show their dedicated online presence, it can set them apart from the rest.

Example: Kanakuk Kamps, a client of See.Spark.Go., offers free printables for kampers.

Overall, Pinterest can be a great resource for events looking to expand their digital presence. By seeking out opportunities for great conversations and relationships, organizations can utilize Pinterest to suit their needs and grow their audience interaction.

Pinners, what have you seen as a best practice for your business’ Pinterest use? We’d love to hear!

Brittany Thoms, cofounder and principal at See.Spark.Go, a PR and brand communications firm, is presenting multiple sessions at Rejuvenate Marketplace. See a complete list of education sessions here. Find the company on Twitter @SeeSparkGo or at seesparkgo.com. 

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