Pinterest: Website 'Can Help Build Business'

By Christer Holloman, Author of The Social Media MBA

The world's fastest-growing social network presents an opportunity for businesses to engage with their customers in an unique way, according to one of the site's most prolific users.

Pinterest lets its 25 million monthly visitors create digital scrapbooks, bookmarking pictures from around the web and 'pinning' them to a virtual board that other users can follow.

Since its launch in 2010, it has become an important source of traffic for websites like Carhoots, a social car review site and marketplace, which is gaining around 10,000 new followers a day.

The West Midlands start-up's pinboard is one of the most popular in the UK, with more than 1.9 million followers. Car magazine Autotrader has about 100 while TV show Top Gear has 770.

The traffic those users generate for Carhoots makes Pinterest its most cost-efficient source after organic hits, with the platform estimated to be to the world's fourth largest traffic driver.

Carhoots' Pinterest board has more than 1.9m followers

Pinterest, whose owners are trying to find ways to monetise their service, recently introduced 'Pinterest for Business', a resource showcasing best practices, case studies and creative solutions for companies.

Lee Malcher, co-founder of Carhoots, said the key to success was sharing visually appealing images which drive inspiration, trigger social interaction and stimulate conversation.

As a result, people are more likely to click through to a website, he said.

Mr Malcher added that new features, including verification badges which certify the authenticity of a user's fan base, were a step forward for Pinterest.

However, he said he was disappointed there is no analytics tool or an API, which would allow his team to work more innovatively.

:: For more tech 'heads-up', follow Christer Holloman on Twitter

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