Jan. 07--When someone asks me to explain Pinterest, I could give them a generic definition and tell them it's a way of creating and sharing visual bookmarks, or pins, in collections called boards.
But that doesn't make me excited to join. So I like to describe it as a photo-driven social media platform of visually stunning wish lists -- that ooey-gooey chocolate chip cookie you've always wanted to bake, that lacy wedding dress you are determined to wear and that sun-drenched vacation paradise perfect for a dream honeymoon.
And sure, you can share that stuff on Twitter and Facebook and Instagram, but Pinterest encourages sharing. Post something super shareable and you may see it repinned -- that's like retweeting -- hundreds or even thousands of times.
There are two main kinds of pinners: People who enjoy sharing and doing it for fun, and businesses that want to drive traffic to websites and entice customers. Here are some key tips for each.
Pinterest for enthusiasts
Some people focus only on things they think will be easily shared. That works if your only goal is to gain a following. However, I am of the mind that you should pin on your own terms and share what interests you, no matter what it is. You only have to look at my Pinterest boards to see what I mean, as some of my most popular boards include nostalgia from the '80s and international candy. Hardly wish lists, but they are very shareable.
Also, make sure you don't just pin your own stuff. Share a mix of your own content and content originally shared by others.
Pinterest for businesses
A few ideas off the top of my head:
Fashion-focused business? Turn your boards into virtual mannequins so potential customers can see how your offerings would look on them. Your pins can link back to the items you sell, and you can throw in other fashion trends to mix things up.
Travel: Own or work at a hotel? Chamber of commerce manager? Pin what you have and why people should want to go there, then repin content from tourists and visitors. Not only is that going to boost your reach, but including the public is always a great idea. You could even consider granting access to superfans through a special Pinterest board and highlighting that to your followers.
Restaurants: I tell people in the restaurant industry this all the time: Your menu should be on Pinterest. You should take the most beautiful, mouthwatering photos of each of your menu items and pin them. You should also use other social media platforms to encourage your customers to pin photos of your food and share that content with your followers.
No matter where you pin and why you do it, always look for the highest-quality photos you can find, and add a mix of vertical and horizontal for maximum impact and reach.
Have questions about social media? Tweet them to @scottkleinberg with hashtag #SoSocial. He might use yours in a future column.
