Pinterest gets a bad rap. For every person who finds value in the visual pin-board platform, there’s another dismissing it for only being a site catering to home decor enthusiasts and bridezillas. The latter group is really missing out.
Pinterest is one of the best platforms for information sharing, visual storytelling and generating ideas. These are the elements your association should be wanting to bring its members. Information, stories and ideas are the driving forces behind engagement and value, two of the most important mechanisms for retaining members and drawing in new ones.
This all sounds well and good, but we’re forgetting one of the most important parts of any successful social media account; content. Associations don’t usually have delicious gluten-free recipes or home decorating ideas to draw attention to them. So what kind of Pinterest boards should your organization create? We’ve put together four potential ideas for to help association answer that very question:
Many associations have a rich history and Pinterest is a great way to highlight your organization’s past. Creating a ‘History’ board isn’t just to create a sense of nostalgia for your audience, it’s can also showcase your association’s ongoing value. By showing current and potential members what your association has accomplished, it will encourage them to view your organization as a crucial part of the development of both their careers and the industry moving forward.
There are many ways your association can show off its history on Pinterest. Create a board that takes Pinterest users through the history of the association’s conference in photos. Highlight influential members from the past and their stories, such as the founders of the organization or a long-time member. Create a timeline of any element of your association, from its advocacy accomplishments to its evolution of benefits, and publish it to the ‘History’ board. All these ideas will allow members to see your organization is always willing to evolve to serve its community better, while also giving them idea on how to maximize value as a member.
Events are among the most visual elements your association brings to its community. Members see information, they see friends and colleagues, they see schedules and the views of the locale that’s hosting the event and they see how you have set it all up. Pinterest gives your organization an opportunity to better control the way attendees and potential attendees see your event. This makes you able to maximize the value your attendees find in the event, making it a win-win for you and your members.
When you create an event board on Pinterest, there are two periods of time to maximize its effectiveness. Prior to the event, pin photos and information that will encourage members to attend and provide them with incentive to. For example, pin articles about the locale they will be visiting or an infographic guide to getting the most out of their visit. After the attendee has returned home, pin photos of the event with stories that go along with the picture. This gives a human voice to the project and helps members realize the value in attending that they may have not noticed before.
Recognizing members is definitely underrated. Everyone likes a pat on the shoulder every now and then. While it’s common for associations to hand out awards and honour volunteers, shining the spotlight on members who accomplish something of note in their field will only increase your association’s value in their eyes. Telling their story through visuals and driving traffic to their organization is a great way to recognize members through Pinterest.
Create a board on Pinterest for member recognition and pin photos of either the member you are giving a shout out to or giving a visual representation of their accomplishment. In the description box, tell their story. Link the pin to their website, their organization’s website or their social media accounts. In addition to being recognized, the member will also appreciate the increased attention on their business. These actions will help members see the value in being part of your association’s community, where the voice of a large organization can help them get recognized more than they can on their own.
Blog Posts and Magazine Articles
Pinterest is a great way to distil your association’s written content into a picture and a concise description that will increase traffic to your website while providing value to members. Your association’s blog and magazine content provides members with up-to-date information, helpful tips and important notes about advocacy, best practices and association events. Needless to say, it’s stuff your members should be reading. Pinterest gives your organization a chance to make this information jump off the page and engage members.
When creating this Pinterest board, the key is visuals. Your content is already there for you, but you will have to think of a way to display it visually so that it jumps off the page. Creating graphics, posting photos of a familiar setting or face and adding keywords and an exciting headline to the description box are all ways to pique your audience’s interest. This type of Pinterest board is also a great idea because it keeps your account stocked with fresh content. You won’t have an event every month or an interesting historical fact every week, but your blog posts and magazine articles can be rolled out as they come or in small doses to keep things new and exciting for your audience.