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Crafting a Pinterest strategy to drive engagement
Journal of Education Advancement & Marketing,
2
(2),
176-187
(2017)
Abstract
Social media has become an increasingly important part of communication and marketing strategy for higher education institutions. Skidmore College has dedicated time to develop sound strategies on many social media platforms and continues to investigate new platforms to achieve its goals. By using data to drive content decisions on the platform, Skidmore College has created a strong Pinterest presence relevant to its audience and developed a strategy for generating engaging and unique content.
Keywords: Pinterest; social media; social media strategy; Pinterest for colleges
The full article is available to subscribers to the journal.
Author's Biography
Jackie Vetrano is the social media coordinator at Skidmore College in upstate New York and serves as a member of the marketing team in the Office of Communications and Marketing. In her role, she is focused on strategic engagement using social media to achieve two main goals; increase yearly participation among donors and encourage prospective students to find their fit at the college. Jackie uses data and upcoming trends to drive her decisions while maintaining the flagship accounts on behalf of Skidmore College, as well as guiding departments such as Advancement and Athletics to successfully engage their growing audiences online. Jackie is an active member of the Higher Ed Web Association, presenting on topics including Pinterest and social media strategy. She is an editor and contributing writer for LINK: The Journal for Higher Education Web Professionals and is producer and co-host of the Higher Ed Social podcast.
