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Pinning Your Company's Hopes on Pinterest

By Scott J. Slavick and Andrew J. Avsec

Launched in 2010 by Cold Brew Labs Inc., Pinterest is one of the fastest-growing social media websites of all time. A March 2012 Experian report estimated that Pinterest received 104 million visits, making it third only to Facebook and Twitter in popularity, while online sharing service Shareaholic reported in January 2012 that Pinterest drives more traffic to websites than Google+, LinkedIn and YouTube combined.

Pinterest is a scrapbooking site or, as the company itself proclaims, a virtual pinboard that allows users to create topical, individual bulletin boards on which they can “pin” images linked to third-party websites. Members use their boards to collect, bookmark and share information for personal projects, such as “My Kitchen Idea Book” or “Wedding Plans”; to display their own products for sale, e.g., jewelry or artwork; or to promote their company brands.

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