by Sandy Malloy, Senior Information Specialist, Business Wire
We already know that having a photo accompany a press release will result in more views of that release. Back in April, I approached this same topic from a different angle and mentioned that Pinterest had become the third most popular social site on the Web. But did you know that a press release can easily be pinned right from the Business Wire site?
We have made the Pin It button available on the top of every release, as well as beneath each multimedia asset. While we have found that people do share both text releases and photos from Business Wire on Pinterest, people are most likely to share visuals.
What this means in the context of the modern, super-charged press release is that on top of all the benefits that accrue to multimedia releases – more clicks, more sharing in general, content that can outlast the release itself – Business Wire clients now know that the images they use to tell a compelling story can broadcast that story more readily than ever before.
Who uses Pinterest? This infographic (appropriately enough) breaks down the demographics along with the most popular interests. But just because crafts, hobbies and design are among the leading topics doesn’t mean that boards are limited to these rather obvious areas of interest. As we’ve seen on the Business Wire-sourced page, anything can be pinned. So, balsamic vinegar ketchup bottles share the page with the world’s smallest 4K USB 3.0 camera and a Charmin wedding dress. (Make that an award-winning Charmin wedding dress.)
If you are distributing a press release on Business Wire, why wait until a viewer decides to pin? You can pin it yourself, just as you probably already tweet, or post to your Facebook page, or otherwise share the content you have created on social media. However, it’s best to remember that even while trying to promote your company or client, it’s best to think in terms of “how can I help someone?” rather than “how can I sell something?” Your board can be amusing or useful, practical or frivolous, but it has to give people a good reason to stop by and check it out.