Social marketing on Pinterest is easy. All you have to do is post photos and they'll be repinned and liked by others who have similar interests. Right? Wrong. While the ideology behind the content sharing site is pretty straightforward, if Pinterest is being used as a marketing tool, a business' strategy has to be a bit more precise.
When developing a Pinterest-based marketing platform, a business first has to take note of an example set forth by Facebook in that a fan page should be like a community, but adapt this idea to fit the Pinterest style. Unlike what was mentioned in the recent Facebook Case Study where a company was a community leader, with Pinterest the business in question has to be more integrated in that it is a member of the community itself.
One company that successfully uses Pinterest as a marketing tool is retail and building supply chain: Lowes with over three million followers.