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Social Media Blogs by Aliza Sherman

Aliza Sherman is a news media entrepreneur, author, women's issues activist, and international speaker.
Sherman has received recognition for her role as an entrepreneur focused on women's issues, particularly women's role in the news media industry and their participation on the Internet.

Rethinking Your Business Pinterest Account

Rethinking Your Business Pinterest Account

If you’re on Pinterest, you know that some of the most popular ways people use it is to create collections – or boards - of images of products they’d like to purchase, places they’d like to go, and items they need as they plan parties and other events, including weddings. Recent reports on the effectiveness of using Pinterest for marketing shows Pinterest is a strong website traffic driver as well as one of the stronger social networks that stimulate online sales.

Knowing the strengths of Pinterest, take a closer look at how you’re using this popular, visual social network to make sure you’re taking full advantage of its features. Here’s a checklist of the elements of Pinterest that could benefit your business.

  1. Make sure you’ve set up a Pinterest business account. If you set up a Pinterest account before the company rolled out business accounts, you can still convert your personal Pinterest account into a business one and not lose your followers. Go to the Pinterest business website at for instructions.
  2. Verify your Pinterest account. You can verify your Pinterest account and tie it to your company website by downloading an HTML file that Pinterest generates for your business account and uploading it to your website’s server. Once you do, you’ll see a white checkmark in a red circle next to your website URL in your Pinterest profile.
  3. Pin from your own website. While you shouldn’t only pin from your site when using Pinterest, not pinning from your company site at all prevents you from benefitting from the power of Pinterest as a traffic driver. Make sure the images – and video - on your website are eye-catching and sized appropriately for Pinterest – the larger the better.
  4. Add the Pin It button to your site. In addition to making sure your website visuals including video are formatted properly for Pinterest, add the Pin It button to your blog posts and web pages to make it easy for others to pin from your company site and drive even more traffic to you. If you’re selling products online, the Pin It button can be even more useful to help drive sales.
  5. Check your Pinterest stats. Under the Settings gear on your Pinterest home page, choose Analytics to see which of your boards and pins are the most appealing to others, find out who is engaging with your pins, and check how pins from your company website are doing. Check your metrics regularly to track your progress and improve how and what you pin.
  6. Use Rich Pins. Rich Pins contain enhanced information pulled from the pin source or added based on the type of pin you’ve posted. There are six specific types of Rich Pins: app, movie, recipe, article, product and place. An app pin will include a download button. A place pin includes a map and even an address and phone number of a specific place. Recipes include ingredients, cooking times and serving information. You can greatly enhance your pin stream with Rich Pins.
  7. Promote pins. A newer offering from Pinterest is their Promoted Pins button. Pick a pin, choose your target audience, pay only for click-throughs to your website, and get metrics from your pin campaigns. If you don’t see the Promoted Pins button yet on your company account, you can sign up to be on the waitlist at

Don’t shy away from using Pinterest as part of your social media marketing mix even if you don’t have an image-oriented or product-oriented business. Be strategic about uploading appropriate images to Pinterest – and adding your company URL to the pins – to get noticed and lead people to your site.

Read other social media blogs by Aliza Sherman
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