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To Pin or Not to Pin?

Colleges Weigh the Pros and Cons of Pinterest

April 25, 2012

To Pin or Not to Pin?

by Alexis Mattera

Does your college have a Facebook page? Has your university retweeted one of your Twitter posts? At this stage in the social media game, both scenarios are pretty common so it’s not too surprising that many institutions are also turning to Pinterest to interact with and engage their students as much as possible. Is it the best move for every school? An answer has yet to be pinned down.

Pinterest’s growth over the last year is hard to ignore(Modea reports the number of users jumped from less than 500,000 last May to 11.7 million in January) and while some schools (Drake, the University of Minnesota, UPenn, Oberlin) have already started building their Pinterest presences, others aren’t as gung-ho about the concept. Drake’s digital media specialist Aaron Jaco was an early Pinterest proponent, tasking his student interns with creating multiple boards (17, according to this Inside Higher Ed article) that were whimsical, human and fostered engagement. Jaco’s goal for Drake on Pinterest seems pretty simple – “The more we can engage in a friendly, non-sales way, the better,” he said – but other schools are still on the virtual fence. Bill Keller, a new media specialist at Muhlenberg College, would rather wait until an effective marketing strategy is more clearly defined. “When we do jump in [to Pinterest], I want to make sure it’s a strong footprint with solid intent behind it,” he said.

What do you think of colleges using Pinterest to connect with students? Is their presence on the site necessary or do you think their messages would be better received via other social media platforms?


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