During the Christmas holidays, when I told my mom that the brand whose social media I manage had a Pinterest page, she was somewhat surprised and curious. What in the world, she wondered, could a sports brand gain on Pinterest?
Actually, there is and continues to be quite a lot still to be gained from pinning and repinning.
It goes without saying that there are a lot of options out there to engage an audience via social channels. Some, like Facebook and Twitter, are more established that others.
Each time a new social media channel comes along, there’s the tendency to expand social reach there and do what you can to make your brand’s presence make an impact and stick.
That’s where brands such as Pinterest were about a year ago. Once the opportunity to create a Pinterest brand page, there may as well have been a ‘Oklahoma Land Rush’ to set a sports brand’s page up on Pinterest.
Now, a year later, it’s easy to move away from Pinterest and focus on areas such as Facebook or Twitter.
But Pinterest can still be very valuable for brands, as odd as some casual observers may find it.
For starters, if you have any merchandise to sell, it’s a tremendous tool, especially if its new.
Photos of great moments or fans having a great time? That can be a gold mine on Pinterest. If you can get fans to re-pin content like that, it can do a lot of engage fans – especially in off-peak times.
Here’s a look at who does it well among sports brands
The Portland Trail Blazers cast a wide net, posting content for current promotions, great historical moments and even use it as a means for fans to keep up with them on other social networks.
The University of Washington does a nice job of upselling the entire experience of being around Seattle and the UW campus.
In the NHL, the Pittsburgh Penguins use multiple boards to push out images of current and former players plus images of Penguins and hockey inspired food. Few things can energize fans for about the at-game experience than posting about and talking about food!
And who doesn’t love posting about their young fans? The Atlanta Falcons have taken advantage of that with a board of baby photos of fans in Falcons gear.
Pinterest is not a one-size-fits-all network. And with different brands looking to emphasize different things, that’s a good thing.