This poll analysis was written by Jeremy Victor, president of Make Good Media and editor-in-chief of For more of his writing, visit and follow him on Twitter and Google+.

SmartPulse — our weekly nonscientific reader poll in SmartBrief on Social Media — tracks feedback from leading marketers about social media practices and issues.

This week we asked: Is your business using Pinterest?

  • No, and we’re not considering it: 40.38%
  • Yes: 30.77%
  • No, but we’re considering it: 28.85%

As the social networks have matured and settled into their roles (Facebook=Connecting with friends; Twitter=Discovering what’s happening; myYearbook=Meeting new people; Google+=Late to the party), a new category of social applications entered the scene over the past year or two. These services, coming to be known as social curation services, aim to provide unique ways of making the vast amount of information being shared on the Web easy to find, bookmark and read.

Unless you have been living under the proverbial social media rock, no doubt you have heard about the latest darling of this category: Pinterest.

According to Hitwise, Pinterest “recently emerged as one of the top 10 websites within the Hitwise Social Networking & Forums category” with nearly 11 million total visits in a week (back at the end of December). For an invitation-only site that is nearing just its second year in existence, that is astonishing. Consider this additional study from Shareaholic that reported “Pinterest drives more referral traffic than Google Plus, YouTube and LinkedIn combined.”

The data is pretty clear; Pinterest is rapidly growing in popularity and it’s great for referral traffic. For the 40% of you not considering it, I might suggest that you rethink that decision. As it seems with numbers like that, the hottest social media question of the day is, “How can you best take advantage of Pinterest for your business?”

Share your ideas in the comments. Let’s help each other learn.

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5 responses to “Should your business be using Pinterest?”

  1. I think the dilemma for businesses right now is Pinterest's direction not to self-promote. There's no doubt that the site is one businesses should start planning for, but I can't blame many for taking a wait and see approach. Hmm..I should a wait and watch and learn approach. Smart businesses too wary to join yet should be watching what other businesses are doing well in the space and plot a course of action. Then again, leaders should take the leap and come up with an original way to use Pinterest that will get people talking.
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  2. @msciocia says:

    Brands also need to be prepared to produce plenty of original content to drive their Pinterest pages. So it's not just about needing to be on Pinterest but needing to get serious about content creation. There are still too many unanswered questions around the copyright issue for brands to rely on other people's works. And for those brands that aren't online retailers where in most cases the content is already there, it requires a much more thoughtful, strategic approach.

  3. […] site was recently named one of the top 10 websites within the Hitwise Social Networks with nearly 11 million total visits in a week. And according to a study by Shareaholic, Pinterest drives more referral traffic than Google Plus, […]

  4. Julie Wolf says:

    Thank you. I have not heard of Pinterest until 3 days ago and now you are the 3rd one in 3 days to write about it! I got my invite and account setup yeserday. Are you over there? Im not even sure how to "friend" someone yet.