Don’t waste time on Pinterest when Facebook fans are already at the party.
Earlier last month Michael Stoner wrote a piece on why Pinterest is “the last thing most the majority of schools, colleges, and universities should focus on right now.” His message was simple: Focus on the things that matter.
I’ve read several posts in past months about Pinterest’s power to generate referral traffic and others on how it might specifically be applied to higher education. But let’s take a look at the numbers…
Zinch and Inigral earlier this year surveyed more than 7,000 college bound high-school students to learn how social media plays a role in their college search process. The research found that, while nearly 60 percent of students used Facebook when researching institutions, only about 5 percent said they used Pinterest.
And even at institutions where Pinterest boards are on the rise, the raw numbers still fall short of the potential Facebook offers. The following table represents colleges and universities with the largest number of Pinterest followers and how those numbers compare to those they have on Facebook:
% of FB
|Miami University (Ohio)||1,274||22,567||5.6%|
|Texas A&M University||3,553||360,352||1%|
|University of Oregon||2,445||478,515||0.5%|
|University of Oklahoma||867||264,899||0.3%|
I’m not saying Pinterest won’t work in higher education, just that in a world of limited resources it might be worth examining the numbers before jumping in feet first.