In January, I wrote a post
about how I use Pinterest as a curation tool to organize and share visual content
in a visually-pleasing way. As the platform has evolved over the past few months, I've facilitated a few workshops and briefings about Pinterest for nonprofits to explain what it does, its benefits, and examples of how nonprofits and others use it.
Chris Sietsama has a terrific article called "Abandonment Issues: What To Do With Content Archipelagos." Sietsama asks you take a bird's eye view of your content to figure out if there is a content area that "stands alone," or is not integrated into your overall strategy.
If you're just starting to think about adding Pinterest to your content strategy, or if you jumped in before you had a strategy, you can do this type of questioning on the front end. Perhaps you can come up with a small experiment that supports an overall goal and measurement strategy.
You might also want to do a little research and browse some of the Pinterest statistics sites. This will help you get a sense of Pinterest's users and determine whether Pinterest is a good fit for your content.
Here are five I came across:
1. Repinly: Evaluate the top Pinterest users and boards.
Repinly is a site that analyzes Pinterest users and content. You can discover the most popular categories for pins and boards, how users spend their time, and the most-followed users. A good way to learn best practices is to check out top pinners.
2. PinMe: Have others pinned you?
It also might be worth it to do a little research on PinMe to see if other users already pinned any of your existing content. I was surprised to find that others pinned so much of my blog content.
You will also want to take a look at how other nonprofits use Pinterest. There are several Pinterest boards that showcase nonprofit users like these:
For more ideas, see this list of 50 nonprofits on Pinterest.
3. Pinpuff: Measure your "pinfluence."
Pinpuff is sort of like Klout for Pinterest. It gives you a number between one and 100 that indicates your "pinfluence." It also gives you suggestions of other users who collect similar content.
While there are some bogus stats that attempt to give you a dollar amount for pins, the site does provide some useful data. For example, you can see a list of the followers, repins and likes for all your boards.
4. PinReach: Find trending pins, topics and users.
PinReach is a similar site that gives you a number between one and 100 and suggests influential followers. It also shows trending pins, topics and users, although I found it too general to be of use.
5. Pinerly: Market your visual content.
This is probably the best tool, and I'm on the waiting list. Based on this analysis from the Poynter blog, it looks like it provides useful metrics.
How does your organization use Pinterest? Have you explored any of these tools?
Beth Kanter is a co-author of "The Networked Nonprofit." She also writes Beth's Blog: How Nonprofits Can Use Social Media. A version of this article originally ran on the Nonprofit Technology Network.