Pinterest “U”: Universities managing & establishing their brand visually on Pinterest

Everyone is talking about Pinterest and how it has truly captivated the media, public relations, and social media business communities.  People are getting on board with establishing their own presence on this visual bookmarking and social networking site.  While there are certainly some brands that are jumping on board as well as some major organizations – the question arises – what about universities?  Well, the answer is yes – there are some universities who have established a clear presence on Pinterest to strategically manage their brand and overall image on this particular social media site.

Here are a few universities that are taking the initiative to market, brand, and engage with their followers on this visual bookmarking and social networking site:

Drake University

Drake University has been recognized as one of the organizations that really does a good job in capturing the visual components of what it means to be at this university.  From having pictures of their mascot (they are the bulldogs) to cooking ideas (LOVE their creativity when it comes to their desserts!) to alumni ideas – they really do a great job in capturing the visual experience and story of the university with their followers.

University of Louisville

Jeff Rushton of the University of Louisville wrote a great post regarding the various issues and questions that universities have to consider when entering into a new social networking site and platform.  There are certainly many different boards that can be implemented for the University of Louisville including alumni visuals, athletics and various non-profit activities and functions, Cardinal designs and decorations, Cardinal desserts and tailgating ideas for athletic events, things to see and do in Louisville (ex. Kentucky Derby, Louisville Slugger Museum, etc), favorite hangout places in Louisville to eat, and suggestions on how to display your Cardinal pride (fashion, office decor, car decor, etc).

University of Maryland

While there are some universities that may not have gotten on board with Pinterest, there are other departments and teams that have established their own presence on this site, and this is the case with the University of Maryland.  The University of Maryland’s Wrestling Team actually has their own Pinterest page that they have set up on their own. From pictures of their accomplishments to their campus as well as some visuals of some of the gear they wear while competing – this is an example of how one program established their own brand with their followers on Pinterest.

Texas A&M

Texas A&M really does a good job with their Pinterest profile to really share with their followers how to tailgate with the right Aggie gear and visually share with their followers photos and other images that showcases their tradition.  This can really help a university present and manage their brands effectively when they are working on recruiting students, athletes, and others to attend their school.

Yale University

While some universities have various boards to showcase to brand their image and presence with their followers, there are others like Yale University that have focused on one board to market themselves.  Yale has established a board focusing on showcasing some of the treasures from the university, and what is great about this is the fact that these pins are videos.  Very cool!

Here are some other suggestions that universities may want to think about when they are using Pinterest to market their own brand as an academic and athletic institution

• Have a board showcasing research and athletic awards:  Feature student athletes that have brought great pride and honor to the university, so it may be good to give them recognition through Pinterest and have photos from the award ceremony and other press events.  The same goes with faculty who have brought grants or won various awards in their discipline.
• Use Pinterest as a visual media kit guide for journalists and others in the media.  Thinking about this – what a great way to share with journalists how you are defined as a brand and what you are about as a university through various images and pictures.  It is a one stop shop for photos that they could use and organized based on category.
• Test out new posters and marketing documents for the university:  Many athletic departments produce posters, media kits, and postcards showcasing some of the athletes from the team. This would be a good way to show.
• Think videos as well as photos: Why not test out some of the marketing videos and promotional materials for followers to share and repin on their own boards?  These can be features like what Yale has done with treasures from your university, but what about other promotional videos for athletics?  Guest lectures and events?  Promotional messages from the administration or college deans?  These are just a few things to take into consideration.
• Consider not only the positives of Pinterest, but also the challenges and risks:  What are going to be some of the policies set in place for the site?  What can people upload and post on this site?  What will be the issue of copyright images and privacy?  These are just some of the issues that universities have to take into consideration before embarking on the new social media site as an academic institution.  Jeff Rushton at the University of Louisville has addressed this in his post on Pinterest for UofL.
• Have student brand ambassadors part of Pinterest management of the page:  Have students contribute and be part of the team in managing the page for the university.  Having contests and campaigns dedicated to marketing the university may be good to have to show what it is like being a student at the university.  Individual departments and programs could potentially have one of these as well.

Hope you all are having a great day!

Best Wishes,

Karen