I’m seeing Pinterest as a new wave viewbook. Granted, high school students and parents haven’t caught up with it, but then, neither have colleges.
Our current viewbooks and recruiting materials are our packaged goods using the old media philosophy of “this is who we are and we hope we can sell you on who we say we are.”
Pinterest offers a new slice of the 2.0+ philosophy. The 2.0 language is: “This is who we are and we invite you to join in our discussions.” The new spin is “this is who we are and we invite you to share our pictures/videos and comments.”
A student or a parent can poke through the boards to get a feel for the campus, its programs and activities. But like all social media, it has to be real. If you create boards that are as stiff, clunky and, mmm, didactic as printed materials sometimes are, your boards will fall flat.
There is a discussion about copyright which revolves around people repinning photos of others, not knowing if they’re copyrighted. Almost everything we post is ours. We own the pictures and we want you to repin them. Just as we want you to share the photos on our website, our videos as well as our Facebook and Twitter material.
One reader commented on the last post that she’s worried about copyright if the school posts, say, the cover of a faculty book or bookstore items. I’m not a lawyer but I can’t imagine a publisher or manufacturer getting upset about promoting their products. As long as there is no misrepresentation or a third party making profit from their works, there shouldn’t be a problem.
The only glitch we’ve had is an artist who insists on approving photos taken of him in performance. We’ve been waiting now for several weeks. We haven’t heard from hm so we’ll use what we want. Marilyn Monroe might have had approval rights, but this is a different age, one in which an audience member takes a picture and posts it on YouTube before the artist finishes his first verse.
Right now it’s important to get a Pinterest board started. The possibilities are nearly endless. The seasons, club activities, video testimonials, and projects. The secret is to keep it real and create categories that others — parents, students, alumni and constituents –are interested in.
And it should cost next to nothing. At Mansfield, we have a photo library of 40,000 + photos, student video testimonials, TV shows and more. With some creative thinking about boards, they fall together pretty easily.
It does take time to produce each board but with careful photo/video selection and tight writing, they shouldn’t have to be updated too often.
In fact, by the time your boards need to be updated, the print viewbook might well be a historical mention in Wikipedia.
A good introduction is The Ultimate Guide to Marketing Your Blog, Podcast or Videos with Pinterest. It’s a free download and aside from the writers using “great” every other graph, it is written in a simple and lively way and has good, solid information.
It didn’t take long for us marketing folks to see a new venue to promote our stuff. Is it a good venue?
Actually, I think it’s excellent.
The bottom line is to be there when the audience comes looking for you.