cbaReport-March13 - page 13

March 2013 CBA REPORT
l
13
tech tip
P
By Meribeth Sewell
P
interest is a fairly new, fast-grow-
ing social media platform that
allows users to create pinboards
and “pin” content they like from around
the web. The content is displayed in a
highly visual format that (ideally) links
back to the original web posting. Once
pinned to Pinterest, other users can
“repin” or “like” your picture and the
content will appear on their personal
pinboards. With roughly 10.4 million us-
ers, it pales in comparison to Facebook’s
1 billion strong, but then again, Pinterest
has only been around since 2009.
With Pinterest’s rapid growth, busi-
nesses and law firms are beginning to
explore the capabilities of the platform as
a marketing tool. Below are a few things
to consider if you plan to promote your
law firm on Pinterest.
1. KnowYour Audience
As with any marketing tool, and foray
into social media, it is important to know
your audience. If your customers aren’t
on Pinterest, it might not be the best use
of resources.
According to infographics by the
iStrategyLabs
1
and Quicksprout,
2
over
50 percent of Pinterest users are between
the ages of 25-44 and approximately 80
percent of Pinterest users are female.
Pinterest has a strong higher education
and high earnings base when compared
to Facebook and Twitter. Currently,
the most heavily pinned categories are
fashion, home and garden, and cooking
— but as more business and law firms
join Pinterest this could change.
One particularly interesting statistic
is the amount of time spent on Pinterest
as a Business Tool:
What You Need to Know
when compared to Facebook and Twitter.
The average user spends over an hour on
Pinterest. This is unusually high when
compared with Twitter and Facebook’s
36 minutes and 12 minutes respectively.
This creates a great opportunity for busi-
nesses and potentially law firms.
2. Get Comfortable with the
Copyright Issues
Last year a professional photogra-
pher/lawyer brought a lot of attention to
the potential copyright issues of Pinterest
with her blog post, “Why I Tearfully De-
leted My Pinterest Inspiration Boards.”
3
After the attention, Pinterest worked to
improve the remedies for those owning
copyrighted work, including introducing
code that can be added to a website to
prevent unwanted pinning. Many pub-
lishers have also added “Pin It” buttons
to their site, making it easier to identify
content that is okay to add to Pinterest.
Despite the changes made, Pinterest still
places all liability on the individual user
— so for the most part it is still “pin at
your own risk.” Currently no litigation
has resulted from using Pinterest, but
several copyright attorneys believe it is
only a matter of time.
If you examine the terms and condi-
tions and decide that Pinterest is still
something that you would like to try,
Pinterest does have some suggestions.
First, Pinterest strongly encourages
people to pin from the original source
or permalinks, preventing the chance
that you repin a dead link or post with a
virus. Second, give credit to the content
owner or obtain permission prior to
posting, and include a thoughtful pin
description.
4
Users can search Pinterest
by username, pin description or board
name. Being descriptive will increase
the likelihood that your firm will show
up in results. Unfortunately, there is no
advanced search feature so users can’t
really narrow to Cincinnati law firms un-
less Cincinnati is also in the description.
3. Start Pinning
Creating a pinboard on Pinterest is
as easy as clicking the Add button and
giving it a title. But what can you pin?
Common pins by law firms include
images of individual attorneys that link
back to bios, news, awards, blog posts,
etc. Due to the highly visual nature of
Pinterest, the most effective pins are ones
with compelling images. If you’re pin-
ning content from your firm website, try
to select images that will fit both with the
theme of your website and be eye-catch-
ing to a Pinterest user.
Sewell is a reference and electronic services professional
at Keating Muething and Klekamp. She is a member of
the CBA’s Legal Research and Information Resources
Committee and a licensed attorney in Kentucky.
1 Digital Buzz Blog,
Infographic: Social Media Statistics for
2013
, Jan. 10, 2013,
infographic-social-media-statistics-for-2013.
2 Jobstock,
Social Media Statistics 2013 – Facebook vsTwit-
ter vs Pinterest
, Dec. 24, 2012,
blog/social-media-statistics-2013.
3 Kirsten Kowalski,
Why ITearfully Deleted My Pinterest
Inspiration Boards
, Feb. 24, 2012,
.
com/2012/02/why-i-tearfully-deleted-my-pinterest-
inspiration-boards.
4 Steve Eder,
How to Use Pinterest without Breaking the
Law
,Wall Street Journal Blog/Law, March 14, 2012,
-
pinterest-lawyers-warn.
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