Pinterest has been around for over a year and a half, but it is already a social media force to be reckoned with. Over 2 million users share visuals on Pinterest daily and promote their Pinterest activity on other social media platforms.
Pinterest is now driving more referral traffic to websites than YouTube, Google+, and LinkedIn combined and more referral traffic than Twitter. Schools are becoming increasingly interested in tapping into this referral potential.
From a social media activity standpoint, it is normal for higher education institutions to try to determine whether Pinterest is right for them, and we have questions for you to ask yourself before developing your College Pinterest Strategy.
Here are five questions to ask yourself before making the Pinterest leap:
1. Are Current And/or Prospective Students on Pinterest?
As of January 2012, 80% of Pinterest users were females aged 22 to 44 with already some college education. Because of its reputation as a female-only platform, many schools are reluctant to jump on the Pinterest bandwagon, worried that they may be less exposed to their target audience. This is why you are unlikely to miss your target:
- Beyond the common trio (Facebook, Twitter, LinkedIn), all schools struggle to find a relevant platform in the middle of dozens of options. As pointed out by Lee Neel, unless you are confident that a significant portion of your students are on other platforms, there are considerable benefits to being active on such a fast-growing platform as Pinterest and being among its first users to get ahead.
- Facebook and Pinterest are becoming increasingly integrated. Each day, 10 million Pinterest users are connecting through Facebook. Their pins appear on Facebook, which your students are already highly exposed to.
- The Pinterest format forces users to create highly attractive and relevant content that will belong to their school, and that can be used on other platforms.
Infographics: Source: Mashable http://mashable.com/2012/03/18/pinterest-brand-attention/
2. What Is My College Pinterest Strategy?
Pinterest strategy for colleges is a great way to reach out to students and to let them get to know you and your values in a fun and casual way. However, your Pinterest strategy depends entirely on your overall objectives. What goals are you hoping to achieve through Pinterest? Do you hope to increase visibility? Strengthen your brand? Bond with your students? How does your Pinterest strategy fit into your social media for colleges marketing strategy? Only once you have answered this question can you determine what content needs to be posted on your account.
3. What Type of Content Should I Share on Pinterest?
Content will be directly correlated to your Pinterest strategy. If you wish to focus on promoting specific programs, then your posts should reflect that. Or, if you want to increase hype on non-academic initiatives, like volunteer programs or campus-wide sustainability practices, you can create theme-specific boards to increase exposure. Look at what Drake University is doing on Pinterest to showcase various topics. While everyone knows that Pinterest is a picture-based platform, the fact that it is now possible to share videos is still under the radar. Given that few people are doing it, curating short videos on Pinterest can give you a valuable edge over your competition. Here are 10 video tips for your school to use videos on Pinterest.
4. Do I Have the Resources to Create Relevant Content?
Creating good photography and condensed, relevant content can be time-consuming. You will need to determine whether you have the resources to do this internally or if you will need to outsource the work to a freelancer or external professional. But remember that great tools are out there to help you create picture-based content. Here is an excellent photo editing service to add text: http://www.picmonkey.com/. It allows you to add your overlays and make great, attractive content.
5. Is It Worth My Time?
Like every social media platform, the best results are achieved when you post regularly and share content from different accounts. Although using Pinterest can increase your exposure, your school’s marketing initiatives may be better served through other, more traditional tactics. But, as we have yet to see the full potential of Pinterest, shouldn’t you at least try it? What has been keeping you from joining Pinterest?
Further reading: A must-read article about what some schools have done. Another example of a school that does Pinterest well: http://pinterest.com/alliedfamily/
FAQ To Consider
What is Pinterest mostly used for?
Pinterest strategy for colleges is a great way to reach out to students and to let them get to know you and your values in a fun and casual way. However, your Pinterest strategy depends entirely on your overall objectives.
How do you use Pinterest in school?
If you wish to focus on promoting specific programs, then your posts should reflect that. Or, if you want to increase hype on non-academic initiatives, like volunteer programs or campus-wide sustainability practices, you can create theme-specific boards to increase exposure.
