Brand reveals strategies that work best on Pinterest

In a new white paper, examines its own experience and other organizations’ results to find out what makes the website and its users tick.

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That’s the key conclusion to a new white paper about the booming social media site, which reached 11.7 million active users in February.

Gillian Luce, marketing manager at and author of the white paper, says she arrived at those conclusions through reading case studies on the Web and digging into her company’s own experience with the site.

“We started our Pinterest efforts in late 2011, so we’re continuously gaining new experiences and insights into this platform,” she says.

What it is (and isn’t)

Over the past few months, the real-estate listings firm has noticed one huge effect from using Pinterest: more traffic to

In the first two months of’s Pinterest presence, page views increased by more than 400 percent. Referral traffic more than doubled. The company also saw a spike in sales around the time it was running a Valentine’s Day contest, but it wasn’t as consistent as the traffic boost.

“Pinterest, we really view as a driver of traffic rather than sales,” says Luce.

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