What Pinterest Is
Pinterest is a visual, social bookmarking website that allows users to “pin” content from across the Web onto virtual pin boards. Users can customize their boards by the topics that interest them.
Browse Pinterest and you will see just how varied these boards can be. Users create boards housing everything from recipes to home organization tips to fitness routines. The breadth of topics, ease of sharing, and visual appeal make it great platform for HHS to share the many and varied aspects of everyday life that our work touches.
How We Are Using It
Content is organized on boards, by topic areas. You can choose to follow an entire account (like HHS's Pinterest account ) or you can pick and choose the topics that are most appealing to you. You’re reading this article, so perhaps you want to follow our Let’s Get Digital board ?
Likes so many of our newest sites, we’ve taken a people first approach to organizing our content on Pinterest. While much of our work happens across numerous staff and program offices, we’ve arranged our content on Pinterest by cross-cutting topics - like “food & cooking”, “health research”, and “wellness & fitness” – instead of by program office or agency.
Measuring the success of HHS on Pinterest is driven by 3 goals:
- Using Pinterest to drive traffic back to HHS websites
- Curating appealing and engaging HHS content on Pinterest
- Establishing an/the HHS presence on Pinterest.
We identified the ideal user actions based on these goals and are measuring our efforts on Pinterest based on the completion of those actions. For example, to ensure that we have engaging content that drives traffic to HHS websites, we want users to click on our pins. For this particular goal, we are aiming to get a 10% overall pin clickthrough rate.
Our ability or inability to meet our specified targets for Pinterest metrics will help develop our best practices and Pinterest content strategy moving forward.
In our efforts to make our digital strategy work better, we’re also tracking and analyzing content from several of our major websites pinned on Pinterest. By looking at what get’s pinned (and what doesn’t), we hope to improve the quality of the images and content we offer on our sites. To see what users on Pinterest are pinning from your website, go to www.pinterest.com/source/yourwebsite/ .