In a world where Facebook isn’t a social network but The Social Network, it’s difficult for a new social networking site to gain traction. Since there’s already someone out there doing it bigger, the alternative has to be better -- at least in some respect. Enter Pinterest, the latest social networking site on the block. If you haven’t heard of it, you will soon. And chances are you’ll be hearing “Pinterest” and “copyright” frequently mentioned in the same breath.
What Is Pinterest?
From the horse’s mouth, Pinterest is a “virtual pinboard” that “lets you organize and share all the beautiful things you find on the web.” At its core, it’s a relatively basic social photo-sharing website. It’s sort of like virtual scrap-booking: first, you add the “Pin It” applet for your browser. Then, when you see a photo or picture you like (a “pin”) anywhere on the web, you click the “Pin It” button in your browser and add the desired pin to your virtual pinboard. You can create virtual pinboards by topics or object of interest, such as “cats and dogs,” “wedding ideas,” “products I love,” or “yummy desserts.” Other Pinterest users can “follow” you and see your pinboards, and vice-versa.
As of December 2011, Pinterest entered the top 10 social networks in terms of Hitwise data, with 11 million visits per week. Now it’s number 4, and drives more referral traffic to retailers than LinkedIn, YouTube, and Google+. In terms of traffic among all websites, Pinterest is currently number 16 in the U.S. Pinterest is popular, especially among “moderately educated women under the age of 35.” The site’s users are predominantly female, and 97% of the site’s Facebook “likes” are made by women. Pinterest’s popularity among women is creating significant ripples in the world of social marketing.
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