Pin It to Win It: Using Pinterest to Promote Your Niche Services
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PRACTICE APPLICATIONS
Topics of Professional Interest
Pin It to Win It: Using Pinterest to Promote Your
Niche Services
P
INTEREST IS POWERFUL—WITH values and expertise—and by doing that than Google!, LinkedIn, and YouTube
over 23 million unique visi- you can create a niche.” combined.5
tors a month—it is now the Recent developments announced by “The interesting thing [about Pinter-
third most popular social Pinterest in August 2012—including est] from a business perspective is you
networking site behind Facebook and opening the site to the public after re- can take your interests and use them to
Twitter.1,2 Built around the concept of maining invite-only since its launch in explain more about you and what you
sharing photos, users “pin” items of in- March 2010, and new iPad and Android have to offer. Here’s an example—I have
terest to their virtual themed-boards, apps, and an upgraded iPhone app—are a dietary restriction so I prepare and eat
hence the site’s moniker—a combina- intended to encourage new users, in- gluten-free food, which is why I am pin-
tion of the words “interest” and “pin.” cluding food and nutrition practitio- ning items such as gluten-free recipes.
But if you think Pinterest is simply a ners, to join the networking site, and if I’m sharing things that are personal to
tool for posting pretty images of food, they are already members, to expand me on Pinterest, but I am also helping to
you’re not getting the full picture. their use of the network to promote promote my specialty,” says Begun. In
“I think the popularity of Pinterest their services and grow their client other words, she might pin an appetiz-
coincides with the social networks base.3,4 ing image of a gluten-free dish on a Pin-
move from long form to short form,” terest board, and a user will click on the
says Janet Helm, MS, RD, chief food and GET AN INTEREST IN picture taking them to her website,
nutrition strategist in North America PINTEREST which features information about her
for Weber Shandwick, a public rela- “If you want to truly find success on services such as food and nutrition
tions agency, based in Chicago, IL. “Even Pinterest you have to first make the writing, corporate consulting, foodser-
before Pinterest’s meteoric rise, we saw time and then find a reason to actually vice consultation, and nutrition coun-
other photo sharing sites, such as Flickr like what you’re doing there,” says seling and lifestyle coaching—particu-
and Instagram, grow in popularity, and Stephanie Chandler, a popular blogger larly for people with celiac disease and
now that Pinterest has taken off, it’s for Forbes and author of several social food allergies.
clear that people are drawn to an im- media books, including Own Our Own Both Begun and Helm also urge RDs
age—an image is what gets them in to Niche: Hype-Free Internet Marketing to add a “pin” button to their personal
learn more about an idea, product, or Tactics to Establish Authority in Your website or blog. This button will easily
service,” adds Helm, a member of both Field and Promote Your Service-Based allow Pinterest users who frequent
the Dietitians in Business and Commu- Business. “People who are passionate on your website to share various images
nications and the Nutrition Entrepre- Pinterest stand out because they take and video content with other users
neurs dietetic practice groups (DPGs), the time to create and update interest- with a click of the button. And when-
and a blogger and former media ing pin boards—and that passion comes ever you add new content to your web-
spokesperson for the Academy of Nu- through. If you’re a [registered] dieti- site or publish a new blog post, it is im-
trition and Dietetics. tian who is passionate about super- portant to lead off your text with an
“What’s great about Pinterest is that foods and related recipes, that’s the interesting image, compelling potential
it allows the user to share his or her kind of subject matter that you can ex- pinners to share your content or blog
personality,” explains Rachel Begun, cel in on Pinterest, and really have some post on their boards.
MS, RD, CDN, a current spokesperson fun creating interesting pin boards.” Another essential component to be-
for the Academy, and chair of the Dieti- According to Chandler, a business coming a Pinterest power player—pro-
tians in Business and Communications doesn’t need to be product-based to ef- vide value. According to Helm, this
DPG. “Every registered dietitian (RD) fectively leverage Pinterest, but there means making the Pinterest experience
has a different specialty, a different job, are some definite guidelines RDs more than a self-promotional one. She
a different nutrition philosophy, and should follow if they want to expand advises mixing it up by including pins
Pinterest is a good way to curate your their sphere of influence on this net- to articles you have written or videos of
work. your media appearances along with
The primary thing to keep in mind is pins to content created by others that
that a key function of Pinterest is to offer value, such as seasonal recipes,
This article was written by Tony
Peregrin, editor and writer for a drive users to your website or blog nutrition tips, and cooking tutorials.
Chicago-based medical association where they can learn more about your She also suggests creating boards that
and freelance writer in Chicago, IL. expertise as a food and nutrition prac- help represent your brand and particu-
titioner. In fact, Pinterest reportedly lar niche, whether that’s childhood
doi: 10.1016/j.jand.2012.09.026
drives more web traffic to other sites obesity, diabetes, or “green” eating.
1930 JOURNAL OF THE ACADEMY OF NUTRITION AND DIETETICS © 2012 by the Academy of Nutrition and Dietetics.
PRACTICE APPLICATIONS
Pinterest, according to Helm, Begun, adds Helm. “I think 10 is a good num- THE BIG PICTURE: OTHER
and Chandler, is a forum for users to ber, but it’s whatever you can keep up FOOD PHOTO SHARING SITES
share their passions and interests, so with. If I don’t have a category for some- Pinterest is the largest and fastest
don’t hesitate to include pin boards that thing new I want to pin, I just create a growing image-based social network,
show who you are as a person, as well new board.” but there are other websites that
as a food and nutrition practitioner. function as food photo galleries such
as Foodspotting (foodspotting.com).
PICTURE PERFECT—PINNING Source Images The idea for Foodspotting originally
101 It is important—and good pinning et- began as a coffee table book featuring
iquette— to give attribution for im- quality photos of unique dishes the
Providing value on Pinterest isn’t just
about the content you curate, it’s also ages and photos and to provide the creators had enjoyed from all over the
about how you express and showcase link from the original source. How- globe. That idea eventually morphed
those images and videos on your ever, if a user does not have permis- into a website and mobile app that
boards, in your profile, and when repin- sion to pin a photograph, he or she help users find and share their favor-
ning content from others. The following should not use it. ite foods.7
guidelines are for both novice and ad- “Foodspotting is about sharing dishes
“Prior to becoming a member, Pinter-
vanced Pinterest users: from cafes and restaurants . . . . The idea
est requires each user to sign an agree-
is that instead of reading or writing a
ment that includes language about
restaurant review, the user can find and
Create a Descriptive Profile crediting the use of others’ photos and
share photos of dishes that they liked,”
images,” explains Begun. “When using
Because a Pinterest profile can help de- explains Begun.
termine who follows you, make sure to others’ photos and images—and this
Another popular food photo gallery
post a complete profile, one that offers goes for an RD or a general user—ask site is foodgawker (foodgawker.com).
a capsule summary of who you are as a yourself, ‘Would I want someone using Foodgawker was the first website of the
person and as a food and nutrition prac- my photo without my permission?’ “gawkerverse,” a network of curated,
titioner. Include links to your website/ Probably not, so it’s important to give user-submitted photo gallery sites
blog, Facebook, Twitter, and be sure to others the same respect. If you can’t based in San Francisco, CA. The site al-
upload a professional photograph. identify the source of an image, it’s best lows users to visually search recipes
not to post the photo.” submitted by food bloggers, and to
“If you’re repinning an image on Pin- search recipes by category, tags, and
Name and Describe Your Pin
terest, I suggest clicking on it before popularity. To get more details about a
Boards
you pin,” adds Helm. “It’s important to photo, users click on the image and are
Avoid using the default Pinterest board
be sure the pin goes back to the original taken to the submitter’s blog post
titles and create board names with de-
source, and not to Google or Flickr. The where they may find a recipe, read a
scriptive titles and keyword-rich de-
originator of the pin needs to get the restaurant review, or learn about new
scriptions. “Make sure to think strategi-
credit, and the content is not as valu- food trends.
cally about your board titles, and make
able if the pin simply goes back to a Unlike Foodspotting or foodgawker,
sure they are clear and concise and easy
stand-alone image.” Healthy Aperture (HealthyAperture.
to understand,” advises Begun. “Be
If a website or a blog has a pin button com) is reportedly the only food photo
wary of having overlapping boards
next to a post or photo, you can assume sharing site founded and hosted by
with similar themes—make sure each
you have permission to pin. RDs.8 Created by Regan Jones, RD, and
board is distinct. Ask yourself, why is
Another way Pinterest works to curb Janet Helm, MS, RD, Healthy Aperture
this board there—what does it stand
copyright infringement is by enabling accepts submissions that include at
for?”
least one aspect of healthful eating,
content owners, including photogra-
such as whole grains or low-fat dairy
phers and designers, to report a viola-
Create a Variety of Boards products, and features various catego-
tion and have the content removed.
Create a range of boards, and make sure ries such as breakfast, snacks, gluten-
Websites may also use an opt-out code
to populate them on a regular basis. The free, vegan, and kosher.8 Healthy Aper-
that disables images from being shared
boards could include speaking engage- ture also has a presence on Pinterest,
on Pinterest. (Yahoo Inc’s Flickr added
ments, links to news articles in which including a “shared” board allowing
the opt-out code for users of the photo others to contribute (Pinterest.com/
you appear, recipes, or emerging food
trends. “Start out with five boards and sharing site earlier this year.6) HealthyAperture).
populate them with pins,” advises In addition to exhibiting good “pin Begun says, “[Healthy Aperture has]
Helm. “I tell people when they start a etiquette,” there can be a real benefit to made themselves very relevant to Pin-
blog, make sure they have three blog properly sourcing photos and images. terest users because the founders only
posts before they go live, and the same “If a user sees that you are giving them pin recipes that have been approved by
can be said for Pinterest. I never follow source credit, it shows you are reliable RDs, and because they feature good-
someone on Pinterest who doesn’t have and that you are a reputable Pinterest quality photographs.”
a single pin on their boards!” user, and that could lead to new busi- “We noticed that photos at other
“There isn’t a hard and fast rule for ness opportunities for the RD,” says food sharing sites always featured the
the number of boards on Pinterest,” Begun. gooiest desserts . . . and we thought
December 2012 Volume 112 Number 12 JOURNAL OF THE ACADEMY OF NUTRITION AND DIETETICS 1931PRACTICE APPLICATIONS
Academy Pinterest Boards
The Academy has several Pinterest boards representing the Academy and the Journal.
Journal
The Journal appears on two boards administrated by its publisher, Elsevier.
Nutrition
pinterest.com/elsevierhealth/nutrition
Journal-Clinics
pinterest.com/elsevierhealth/journals-clinics
Academy
The Academy has two main “pages” on Pinterest: Eat Right (pinterest.com/eatright) and Kids Eat Right
(pinterest.com/kidseatright).
July 14th: Can it Forward Day
Eat Right boards
pinterest.com/eatright/july-14-can-it-forward-day
(12 boards as of September 6, 2012; some are time-sensitive,
eg, July 14th Can it Forward Day) Summer 12 Survival Guide
pinterest.com/eatright/summer-12-survival-guide
Food and Nutrition
pinterest.com/eatright/food-nutrition Men’s Health Week
pinterest.com/eatright/men-s-health-week
Nutritionists We Love
pinterest.com/eatright/nutritionists-we-love Garden of Eatin’
pinterest.com/eatright/garden-of-eatin
National Nutrition Month
pinterest.com/eatright/national-nutrition-month Now We’re Cooking
pinterest.com/eatright/now-we-re-cooking
It’s all Geeky to Me
pinterest.com/eatright/it-s-all-geeky-to-me Food & Nutrition Magazine
pinterest.com/eatright/food-nutrition-magazine
Get Offthe Couch
pinterest.com/eatright/get-off-the-couch Kid’s Eat Right boards
(13 boards as of September 6, 2012)
Gluten-Free & Celiac Disease
pinterest.com/eatright/gluten-free-celiac-disease
Kids Eat Right Articles Veggie Friendly
pinterest.com/kidseatright/kids-eat-right-articles pinterest.com/kidseatright/veggie-friendly
Kids Eat Right Recipes Fruity Fun
pinterest.com/kidseatright/kids-eat-right-recipes pinterest.com/kidseatright/fruity-fun
Family Friendly Ideas We Like Kitchen Tips
pinterest.com/kidseatright/family-friendly-ideas-we-like pinterest.com/kidseatright/kitchen-tips
Fun & Games Smoothies
pinterest.com/kidseatright/fun-games http://pinterest.com/kidseatright/smoothies
It’s Playtime Cookout
pinterest.com/kidseatright/it-s-playtime pinterest.com/kidseatright/cookout
Healthy Reading On the Go
pinterest.com/kidseatright/healthy-reading pinterest.com/kidseatright/on-the-go
Cute Critters
pinterest.com/kidseatright/cute-critters
Figure 1. Academy of Nutrition and Dietetics Pinterest boards.
‘what if we could feature beautiful pho- Visitors to Healthy Aperture are able item. The website’s editorial team is
tographs of healthy food,’” explains to browse recipes by page or category. composed of professionals with experi-
Helm, who says they contracted with When they click on the image, users are ence in the areas of nutrition, recipe de-
an outside agency to help develop the taken to the submitter’s blog where velopment, food styling, and food pho-
site, which is just over a year old. they can learn more about the food tography.
1932 JOURNAL OF THE ACADEMY OF NUTRITION AND DIETETICS December 2012 Volume 112 Number 12PRACTICE APPLICATIONS
Figure 2. Screen shot of Academy of Nutrition and Dietetics’ Pinterest page (pinterest.com/eatright).
PICTURE THIS: PINTEREST among food and nutrition [practitio- courage users to repin your
SUCCESS STORIES ners], and we’ve used the platform to posts, and install the pin button
Attractive and dynamic images are key collaborate with other organizations to on your sites to allow for effort-
to succeeding in all social media to a promote campaigns.” less pinning by your readers. Be
certain extent, including Facebook and sure to offer a mix of self-promo-
Twitter, but those platforms are more POWER PINNING TIPS FOR tional content along with con-
about sharing content and engaging in EVERY USER LEVEL tent created by others in an effort
a dialogue. There is very little dialogue Whether you are a novice user of online to temper the self-promotional
on Pinterest as it is more of a visual social networking, or a seasoned and tone of your boards and provide
platform— one that Begun and Helm frequent user of these sites, there are a true value to users.
says goes hand-in-hand with RDs as ed- few key concepts every dietetics and • Advanced user: Cross-promote
ucators. health care practitioner should be your activity on Pinterest by link-
“It is very easy to pin pretty pic- aware of when using Pinterest to pro- ing your pins to other social me-
tures—it’s almost too easy, meaning mote their brand and services. dia such as Facebook and Twit-
you have to be careful to think about ter— but do this selectively so as
image selection in a very strategic • Beginner user: Generate a com-
plete Pinterest profile, including not to oversaturate your connec-
way,” cautions Begun, who points to tions on other networks. Take
the RDs behind the Healthy Aperture a picture of yourself. Be sure to
start out with at least five pin advantage of the newly released
website as strategic and successful Pin- Apple and Android Pinterest
terest users. boards and be prepared to popu-
late them with pins on a regular apps to make the promotion of
There are several companies and your services on Pinterest a more
publications that are successful and en- basis to attract potential follow-
ers. Make sure you are using de- mobile experience—and one that
gaging Pinterest users, according to Be- is not tethered to your personal
gun, including the Academy of Nutri- scriptive, keyword-rich titles for
your boards, and be sure to prop- computer. Engage in “live-pin-
tion and Dietetics (Figures 1, 2, and 3). ning” or “event pinning” by up-
“We’ve had great success [with Pin- erly credit the source of your im-
ages. loading a photo during a confer-
terest], not only in engaging our read- ence or an educational cooking
ers in a visually creative environment, • Medium user: Provide value by demonstration.
but also promoting their expertise to performing as a strategic pinner,
consumers through highlighted recipes selecting dynamic, colorful im- If the rising popularity of online vi-
and articles by [RDs],” says Liz Spittler, ages that help build your brand sual pin boards, such as Pinterest, is any
executive managing editor of Food & and create your Pinterest iden- indication, digital curation of image-
Nutrition Magazine. “Our tutorials and tity. If you have a website or blog, based content is here to stay, and will
guides (www.FoodandNutritionMag. make sure your text leads off continue to evolve in the future.
org/Pinterest) also have been popular with an interesting image to en- As information consumers, we’re in a
December 2012 Volume 112 Number 12 JOURNAL OF THE ACADEMY OF NUTRITION AND DIETETICS 1933PRACTICE APPLICATIONS
Figure 3. Screen shot of Elsevier’s Pinterest boards, including the Journal of the Academy of Nutrition and Dietetics
(pinterest.com/elsevierhealth/journals-clinics).
period of transition,” asserts Begun. 2. Pragnell A. Why Pinterest could be the next com/2012/02/01/pinterest-traffic-study/.
“We’re getting content online, so we social media giant. Forbes.com. http://www. Accessed July 25, 2012.
forbes.com/sites/investor/2012/07/02/why- 6. Poletti T. Is Pinterest the next Napster? Wall
are consuming this material in very dif- pinterest-could-be-the-next-social-media- Street Journal. http://online.wsj.com/
ferent ways—which means consumers giant/. Accessed August 15, 2012. article/SB1000142405270230445000457
want abbreviated or bulleted informa- 3. D’Onfro J. It’s official: Pinterest is open 7279632967289676.html. Accessed July
tion—and they want more photos, im- to the public. Inc.com. http://www.inc. 25, 2012.
ages, and videos, which is one of the com/jillian-donfro/pinterest-opens-to-the- 7. Drell L. Startup success: How Soraya Darabi
public.html. Accessed August 10, 2012. put Foodspotting on the map. Mashable.
reasons that Pinterest is so popular.”
4. Ong J. Pinterest launches iPad, Android com. http://mashable.com/2011/08/02/
apps; Photo site goes mobile. ABCnews. soraya-darabi-foodspotting/. Accessed Au-
com. http://abcnews.go.com/Technology/ gust 21, 2012.
References
pinterest-launches-ipad-android-apps-now- 8. The Kitchn. Healthy Aperture: like Tastes-
1. Shontell A. Even though the hype has died
facebook-twitter/story?id"17010676#. potting, but for healthy food! http://www.
down, Pinterest’s traffic is still exploding. SF
UD9W-dZlQdU. Accessed August 21, 2012. thekitchn.com/healthy-aperture-like-
Gate. http://www.sfgate.com/technology/
businessinsider/article/Even-Though-The- 5. Fox Z. Pinterest drives more traffic than tastespotting-but-for-healthy-foodfood-
Hype-Has-Died-Down-Pinterest-s-3824142. Google!, YouTube and LinkedIn combined on-the-web-168799. Accessed August 2,
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1934 JOURNAL OF THE ACADEMY OF NUTRITION AND DIETETICS December 2012 Volume 112 Number 12You can also read
