What is Pinterest? And should your brand climb aboard?

The social media site is a sort of reverse Twitter; most messaging is done with images, and text is secondary. It could be a great communication tool, some say.

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A visit to Pinterest.com can be a little overwhelming at first. Users see several columns (the number changes depending on how big your browser window is), all of which display photos, most of which have captions. Under the photos, there are comments from users and notes that folks have “pinned” those photos to lists they create.

You can think of it as sort of a reverse Twitter. Whereas Twitter focuses on text but enables users to post photos, videos, and links, Pinterest’s main focus is on the visual. As a result, many of the brands that have established presences on the site fall into the realms of things that make for pretty pictures—fashion, crafts, and food.

But the social media platform has potential beyond those categories, say communicators.

“People are really looking toward imagery now,” says digital marketing communications specialist Julia Cantor. “People can consume this information in a much quicker way.”

Figuring out your place

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