The Value (of a Study about) Pinterest

Alan Belniakbusiness, General, guidelines, Marketing, technologyLeave a Comment

Pinterest use (as seen on

I read a post recently where the topic was ‘Who is Using Pinterest’.  The post included an infographic, so I was drawn to at least skimming it.  This kind of post, if you can get your hands on the data, is really simple to write: assemble it in a (relatively) coherent way, come up with a graphic, use some nice SEO-friendly words in the title, and you’re off to the races.


The post stops short, though, of being 100% useful (this is no knock against Mashable! – just an observation in general).  What can you do with this?  Well, if I were Julie Miers, who works in Corporate Brands Marketing at Kroger (thanks LinkedIn!) or Alex Nelson at Motorola or Kate G. at Good Housekeeping, I’d pay attention to this.  Jana Jeffery at Albertson’s Market does (scroll down in the post comments and see for yourself).


(Note: all I did here was cherry-pick three of the companies mentioned in the Pinterest post, search for them in LinkedIn with the qualifiers of ‘current company’ and ‘social media’.  These people may very well be leveraging Pinterest to the hilt – kudos to them if they are.)



Because it’s free data and market research that someone else put together, telling me that this is a social network (place) where people are talking about my stuff (product).  Done right, and it’s even a form of advertising (promotion).  Looking at this, I’d say that could be about 75% of the marketing “Four Ps.”


Having a presence on Pinterest isn’t going to guarantee you any success.  But if you have a business that falls within the core demographics, it’s probably worth a shot.  As Dan Opallo of StrongMail states here, “Companies should participate in Pinterest without over-committing resources—yet.”


So Now What?

This post isn’t about Pinterest (unless you want it to be).  There are so many of these studies that come out about brands and organizations and people on line and how we spend our money and … It’s exhausting.  The larger point is to look at what the study or research or infotainment can tell you, and apply it – selectively – to your own business.  Just be careful to not blindly take everything that’s given to you and assume it as fact.  Read the data with a bit of speculation, as Chris Penn here advises.


Start small, think big, do, review, measure, edit, iterate.


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link to original Mashable! post: