Pinterest and the Flock+Flood Effect
The new shiny object in social media is Pinterest. The growth of Pinterest in 2012 has been phenomenal, and that gets marketers excited to jump in with both feet to capture some of that growth.
Before Pinterest there was Instagram. Before Instagram there was Foursquare. What starts to happen is we see all the social media blogs start reporting big numbers on infographics and before you know it, there’s a feeding frenzy of people who can’t wait to get in on the hottest new thing and start selling their stuff.
But let’s take a moment and remember to breathe. In a previous blog post I used the analogy of marketers peeing in the pool with social media sites like Pinterest. We don’t fully understand the site. We don’t know how to measure data from Pinterest. We don’t know how to track brand mentions, or see where our content goes. We don’t have proof of any sustainable marketing activity, but who cares? It’s hot!
Before proceeding with any sort of brand building, it’s good to take some time to understand the site and its ecosystem before flooding it with noise.