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The Real Benefits of Social Media: 5 Ways Architecture Firms are Using Pinterest

Just when you think you’ve gotten a handle on the benefits of social media as they exist today, another channel rises to the surface as one to take into consideration. Take Pinterest for example. Now Pinterest has been around for a while, but just recently the architecture industry has started to grab a foothold and use the channel to its fullest potential. 

If you’re not as familiar with Pinterest, here’s the quick rundown. It’s a visually-oriented community that is based almost entirely on ‘pinning’ and ‘repinning’ images. The concept is modeled after a real-life bulletin board. And when compared to traditional social feeds, this channel has more of a creative, free-flowing, collage feel to it.

So how are architecture firms and organizations specifically using Pinterest? We’ve boiled it down to 5 key uses for you.

1. Project Portfolio

Archiecture firms often have the most visually stunning photos of their projects and work. Whether your firm calls it “Portfolio” or maybe “Projects We’re Proud Of,” Pinterest serves as a great platform to share your project experience visually.  A good example of this is executed by HGA, an integrated architecture, engineering and planning firm. Here, they have created portfolio boards for each of their practice areas.

2. Educational Content

Hats off to you if your firm has already started to engage in content marketing and has started to create its own educational content for your audiences. Pinterest can be a very useful tool for sharing that content as well as enhancing your overall content marketing strategy.  You can create a board dedicated to content your firm has written to drive traffic back to your website, but avoid coming off as too self-promotional.

Download-SM-GuideLike with all social media networks, share a combination of your firm’s own content and content from other industry leaders that your audience would find relevant.

Tip: Make sure to optimize your content pins with appropriate keywords in the descriptions.

3. Project Inspiration  

Similar to a portfolio board, architecture firms commonly create “Pinspiration” boards.  On these boards, you can pin and repin design ideas, site plans, materials, or other elements that spark your team’s creativity.  Pinspiration boards can be used both for internal use, as well as creating client or project specific boards.

4. Infographics

We all know the saying ‘a picture is worth a thousand words,’ and when it comes to sharing infographics, this couldn’t be closer to the truth! Don’t fret if your firm isn’t the one creating the infographics you’re pinning. Just make sure the information is relevant to your audience. Infographics can range anywhere from industry statistics and trends to instructional how-to’s.

SEE ALSO: Social Media Marketing Tips for AEC Firms

5. Industry and Project Awards

Another great use of Pinterest for architecture firms is to create boards for award winning work. Providing visual details of different aspects of a project can highlight what made this award-winning project truly unique and inspiring.

Not only are architecture firms using this technique, but architecture associations are as well. Take The American Institute of Architects (AIA) for example.  They have created several boards showcasing recent awardees for different design competitions.

As a social media platform based solely on images, it’s not a surprise that Pinterest is becoming an integral piece of an architecture firm’s social media strategy. To see the real benefits of social media, however, your firm will need to integrate your efforts across multiple platforms. Happy pinning!

Additional Resources

How Hinge Can Help

Social media marketing should be a core component of your firm’s overall strategy. Hinge’s Visible Firm℠ is the leading marketing program for delivering greater visibility, growth, and profits. Based on 8 years of research into high-growth firms, this program gives firms like yours the practical tools and approach used by industry leaders.

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Katie Sanner Katie’s professional background is as wide as her smile. From advertising and design to professional AEC marketing experience, she has experienced marketing from both sides of the table. Katie has worked at Arnold Worldwide, where she was a Creative Manager for clients such as Amtrak, Bahamas Ministry of Tourism and Choice Hotels. Later, she spent several years in the AEC industry, including Deltek and marketing a Washington DC Top 25 Engineering Firm.

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