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November 15, 2012

Pinterest Pitches to Businesses With Rollout of New Biz-Specific Accounts: Company Becomes Latest Social Site to Execute an Enterprise Play

In its announcement this week that it is rolling out business-specific accounts, Pinterest has taken a big step toward attracting major companies. The social network says that companies can now sign up for accounts with tools tailored for businesses, rather than for individual users, while businesses that already have accounts can easily convert to the new business-specific accounts, Pinterest said. "We want to help your business get the most out of Pinterest," the social network says on its website, the LA Times reports.

The company's invitation to big brands and retailers is a strategy that fits with founder Ben Silbermann's pursuit of ways to cash in on the site's success. A recent Fast Company profile described the company as "the Internet's latest Great Revenue-Generating Hope, at a time of extreme skepticism about newfangled ad-based business models." Meanwhile, the company has hired several execs away from Facebook, CNET reports.

Features for business include the ability to verify your business's website, which Pinterest says helps users find businesses more quickly in search results. Businesses can also easily add Pinterest buttons and widgets to their websites and they will also receive updates on new and upcoming Pinterest features, the LA Times reports.

Additionally, Pinterest said that by adding business accounts, it now has two terms of service: one for individuals and another for businesses — which means less reading for individuals, if they actually read those things, reports Times writer Salvador Rodriguez.

In making the change, the company trotted out several c case studies and testimonials from Allrecipes, Etsy, Jetsetter, Organized Interiors and Petplan to promote the move. Heather Cleveland, the founder of Organized Interiors, said the change helped her more "visually promote my own work in a very cost effective way" as well as better promote her blog with images, reports CNET writer Charles Cooper.

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