Now that your company is just getting the hang of navigating the social world of Twitter, Facebook, and YouTube, along comes another site that you should start leveraging...Pinterest.The two-year-old social book marking, or "digi-scrapbooking" site that enables users to collect, "pin," and share images, videos, and products that interest them and follow the collections of others, is rapidly gaining steam. In fact it's the fastest-growing social network with 32 million visits in November, according to Experian Hitwise, helping to rank Pinterest as the 7th social networking site by visits ahead of MySpace and Google+
Why is this important for your business? Because not only do users visit Pinterest, they stay there too. Comscore reported that in November the average visitor spent nearly an hour and a half on the site over the course of the month and more than 15 minutes per visit.
Some brands are already leveraging this bountiful crop of engaged consumers. Land's End, Whole Foods, and Nordstrom are just some of the greats already on Pinterest. They realize that this site can serve as another channel to create buzz about their brands, introduce their companies to new users, create word of mouth when users re-pin their sites to their boards and circulate their brand throughout their networks, and potentially drive traffic to their websites.
In my opinion, Pinterest represents the epitome of unadulterated consumption--a place where consumers can kill time hunting and gathering pretty pictures of Jimmy Choo shoes, Teacup Yorkies, or the latest craze in zebra nail polish design. So why not go where the audience already is and feed their inspiration?
While some news organizations debate the longevity of Pinterest popularity, don't wait to find out if it is simply a fad. If Pinterest actually succeeds in turning into the next Facebook, I don't want to be here three years from now explaining why your business needs to be on Pinterest.
That's getting old.