Social media networks can usually really feel like organizations devoid of company goal. They unfold misinformation, encourage toxicity between customers and total could make you’re feeling fairly down about your self and the world.
Pinterest is making an attempt to buck that pattern and be a power for positivity.
They’ve banned promoting on political subjects and weight reduction, outlawed local weather misinformation in adverts or posts, and rolled out a “compassionate search” that connects individuals to assets based mostly on their Pinterest searches.
However the group’s dedication to goal extends past consumer expertise and into the worker expertise as properly.
Dr. LeMia Jenkins Thompson, Pinterest’s chief communications officer, keynoted Ragan and PR Each day’s Social Media Convention along with her presentation “A Platform for Goal: How Pinterest Leads With Its Worth.” Right here’s how the pinning platform is making an attempt to buck the pattern of negativity and turn into a power for good.
A protected area for inspiration
In contrast to many different social networks, Pinterest doesn’t monetize election search outcomes or promoting. Nonetheless, they do direct customers to respected info on registering to vote and different essential assets.
“You possibly can come onto the platform and really feel such as you’re getting the proper info,” Jenkins Thompson stated.
On the same word, in the course of the pandemic Pinterest additionally selected to ban weight reduction adverts. They realized ladies are disproportionately focused for these adverts however they aren’t making us more healthy and happier. After the ban, searches round weight reduction decreased by 20%, however customers started looking for gadgets like “wholesome recipes” that may assist them construct higher lives that aren’t based mostly on appearances, however true and lasting change.
An organization refusing profitable advertisers like weight reduction and politics could seem loopy for an organization. However that’s what goal is all about. Each advertisers and customers responded. Customers acquired the optimistic, affirming, protected area they wished, whereas advertisers acquired entry to happier customers with a curated, personalized buying journey.
Happier staff, higher work
At Pinterest, inclusivity runs deep. As an example, Jenkins Thompson lives in Mississippi — a far cry from Silicon Valley. Dwelling exterior that tech bubble permits her to convey a special type of variety to the group, in addition to permitting her to reside the life she chooses.
“Range of location is simply as essential as variety of thought,” Jenkins Thompson defined.
Additionally they thought in regards to the journey for folks and others elevating households, providing staff as much as 26 weeks of paid go away for birthing mother and father, and extra time if a child is within the NICU and even for being pregnant loss.
“We wish to ensure that they really feel like this can be a excellent spot to boost a household,” she stated. And as soon as staff return from go away, they’re happier and capable of concentrate on their work whereas they be taught to turn into a brand new dad or mum.
Inspiring inspiration
Nonetheless, Jenkins Thompson acknowledges that Pinterest doesn’t have every part discovered.
“We’re not good,” Jenkins Thompson stated. “You’re going to seek out issues.”
However by being intentional in how they’re serving each prospects and advertisers, they’ll convey extra individuals on a journey with them.
“We get to assist individuals construct the life they love.”
Allison Carter is government editor of PR Each day. Comply with her on Twitter or LinkedIn.
