Pinterest measures up
Pinterest made another effort this week to show the social media world that it is more than just a pretty face. On Tuesday they announced the availability of Pinterest Web Analytics, a native but modest app allowing brands to track their interactions. Counts are provided for impressions, Pins and Repins but, unlike Facebook Insights, virtually nothing is provided regarding demographics. The Social Media Hat did a good job explaining how to set up Pinterest Web Analytics and what to expect once it is working.
Along with the Pinterest business accounts announced last November, the analytics app is perhaps more interesting for what it says about the future of Pinterest than for what it adds right now. Social Media Today wrote that Pinning will now be more worthwhile because brands will be able to count their Pins in a similar fashion to their Likes and Tweets. Econsultancy brought together an expert panel to discuss both the pitfalls and potential benefits. The most direct justification for the analytics came from Wired, who pointed out that Pinterest already knows that their numbers are very good and are more closely related to sales when compared to Facebook's. The data should still look good when Pinterest starts offering advertising and other paid promotions.