This holiday season, many retailers and online businesses have made charitable giving a focus. This isn’t really unusual, however, the ways that they are going about it could be considered unconventional. For the past few years, retailers have been turning to the internet for sales and marketing. This probably isn’t news to anyone. However, they are beginning to use these social outlets to promote charity as well. Companies are not only showcasing their own charitable causes, but also encouraging their followers and customers to do so as well.
One of the major social media networks, Pinterest, has taken it to a whole new level. For those who may only be personally familiar with Pinterest, let it be known that businesses are rapidly increasing their presence on the network as well. There are many ways Pinterest is being used by businesses. Many use Pinterest for marketing purposes, and some also use it just to keep customers engaged, much like a blog or Facebook page can do. Pinterest has the advantage of drawing in people who are more interested in visuals than in written content.
This year, Pinterest is spotlighting 30 brands during the holiday season. In 30 days, these brands will offer tips, recipes, and interest stories related to their companies during the holidays. Companies are able to pin images of products or things that they already have, or create unique images for this particular campaign. Companies can also explain further in the photo caption, what the image is symbolic of. Some big name brands and organizations that are participating include TOMS, Second Harvest, the NBA, and the Marine Corps. All of these companies will highlight their giving’s to local charities. TOMS will show it’s One for One campaign and the Marine Corps will presumably show their Toys for Tots program.
Some of the Pinterest contributors are geared more towards holiday traditions and fun activities rather than being charitable. It’s a nice mix of posts that feel “sponsored’ and those that do not.
While the 30 Days of Pinspiration calendar is likely already filled with brands, there’s no reason that small businesses can’t mimic this on their own pages. Here’s some ideas as to how to do that:
- Consider pinning holiday related content in order to draw in viewers. As mentioned previously, holiday cooking, baking, and decorating pins are extremely popular.
- Create unique content to pin. You’ll get more re-pins this way. This can include images from your company itself, or even infographics that feature holiday themes.
- Pin your own charitable ideas and charities that you support. This way, your Pinterest followers will know not only who your company supports, but gives them ideas about where to possibly donate as well.
And last but not least, try to take advantage of Pinterest to drive traffic to your company website. This can include pinning photos that are featured in blog posts on your site, or products that you offer. Pinterest, like other social media outlets, is a great way to get people to see what your company is up to. If your small business hasn’t had much success on social media, then now is the time to prioritize your efforts and figure out how to succeed so you can reap the benefits of all social media has to offer. The holiday season is a great time to start integrating social media – especially when sites like Pinterest are running specials like the 30 Days of Pinspiration calendar.
Megan Totka is the Chief Editor for ChamberofCommerce.com. She specializes on the topics of small business tips and business news. ChamberofCommerce.com helps small businesses grow their business on the web.