Social media networks can typically 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 attempting to buck that development and be a pressure 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 folks to sources primarily based 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 Every day’s Social Media Convention along with her presentation “A Platform for Function: How Pinterest Leads With Its Worth.” Right here’s how the pinning platform is attempting to buck the development of negativity and grow to be a pressure for good.
A secure house for inspiration
Not like many different social networks, Pinterest doesn’t monetize election search outcomes or promoting. Nonetheless, they do direct customers to respected data on registering to vote and different essential sources.
“You possibly can come onto the platform and really feel such as you’re getting the fitting data,” Jenkins Thompson mentioned.
On an identical word, through 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 objects like “wholesome recipes” that may assist them construct higher lives that aren’t primarily based on appearances, however true and lasting change.
An organization refusing profitable advertisers like weight reduction and politics could appear loopy for an organization. However that’s what goal is all about. Each advertisers and customers responded. Customers acquired the optimistic, affirming, secure house they needed, whereas advertisers acquired entry to happier customers with a curated, custom-made buying journey.
Happier workers, higher work
At Pinterest, inclusivity runs deep. As an example, Jenkins Thompson lives in Mississippi — a far cry from Silicon Valley. Residing exterior that tech bubble permits her to carry a special sort of range to the group, in addition to permitting her to stay the life she chooses.
“Variety of location is simply as vital as range of thought,” Jenkins Thompson defined.
In addition they thought in regards to the journey for folks and others elevating households, providing workers 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 need to be certain they really feel like this can be a great spot to boost a household,” she mentioned. And as soon as workers return from go away, they’re happier and in a position to give attention to their work whereas they be taught to grow to be a brand new guardian.
Inspiring inspiration
Nonetheless, Jenkins Thompson acknowledges that Pinterest doesn’t have every thing discovered.
“We’re not good,” Jenkins Thompson mentioned. “You’re going to seek out issues.”
However by being intentional in how they’re serving each clients and advertisers, they will carry extra folks on a journey with them.
“We get to assist folks construct the life they love.”
Allison Carter is govt editor of PR Every day. Observe her on Twitter or LinkedIn.
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