Pinterest is the latest Social Graph, a concept that Mark Zuckerberg founded in 2008.  The idea of the Social Graph is to analyze users’ content sharing and interactions with each other.  Pinterest has garnered immense popularity over the past months with individuals and businesses alike.  Pinterest is also popular overseas and in China.  By allowing users to focus on spreading their interests instead of enabling just another social network, Pinterest is an ideal social media tool for marketing and branding. Businesses can use Pinterest to showcase their products, develop a stronger brand, and establish rapport with their customers.

Smoyz, an Israeli digital agency, has gone beyond just having a company Pinterest account, by developing an entire campaign based on this Social Graph.  The agency studied the pins of 50 women and created personalized items for each woman.  The response to this campaign was immense:  the 50 women brought in 2,284 interactions and 694, 853 impressions.  This feedback was possible because Pinterest is all about spreading and sharing interests.

Another innovative use of Pinterest comes from China, where companies create Pinterest clones– sites that provide the same service as Pinterest but with different names.  Two of these companies, Mogujie.com and Melishuo.com, allow users to pin proucts only from the site Taobao.com, China’s largest eCommerce site.  Even though users have only one site to “pin” from, both these Pinterest clones are a success.

Currently, Pinterest is the ideal platform for sharing interests.  Companies can optimize their use of Pinterest to increase traffic to their site and to build a wider audience.

For more on how to differentiate your brand with social media.

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