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Will Pinterest Pique the Interest of IROs?



Will Pinterest Pique the Interest of IROs?

Pinterest, a social-media darling that’s often described as an image bookmarking site, could be an important destination for investor relations officers. This might be surprising to anyone who associates Pinterest with female hobbyists who pin pictures of clothing or furniture they’d like to purchase– or even recipes they plan to cook. However, the site has pushed to encourage companies to participate and there are signs that some are beginning to use this image-oriented vehicle to reach investors.

Pinterest, which got its start in March 2010, lets users create their own online bulletin boards based on whatever themes they choose. The site has an estimated 70 million users, with usage outside the U.S. growing rapidly. One thing that separates Pinterest from other social media sites is that the majority of users (80%) are women.

Pinterest is a place where companies can share presentations, videos, slide decks, or even white papers. Companies like Nestle, Bayer, and Lululemon all have a presence.

To get an idea of how IROs are using the medium, Nestle has two boards: “Animation Videos” and “IR Infographics.” Meanwhile, Bayer has a board devoted to sustainability and even a board called “Bayer 150,” featuring photos of the company’s 150th anniversary celebration.

A Source of Information

Not all IROs will flock to Pinterest to post information about their companies. But even for corporate bystanders, Pinterest can be an important source of information on investor relations, in general, and investor relations and social media, more specifically.

Take Robert Bleckman, for instance, who has a board entitled “Investor Relations.” There he’s pinned everything from a “Public Company Use of Social Media for Investor Relations” infographic to a report from the 7th Annual Board of Boards CEO Conference.

For those IROs who do venture onto Pinterest, it’s important to find ways to attract followers. Doing so is usually a matter of promoting the company’s IR presence on other channels, whether it’s Facebook, Twitter, or an IR blog. In addition, placing Pinterest “follow” buttons on an IR site and in email messages is another savvy way to encourage shareholders to begin following your company.


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