Reputation Management: Pinterest Surge Signals Shift in Industry

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As new “pin board” social network Pinterest skyrockets in unique page views and establishes itself as major traffic driver, companies like Reputation Changer seek to capitalize on its meteoric rise.

Major search engines like Google and Bing are constantly changing their algorithms, which means that online reputation management companies must be constantly vigilant about technology that is always in flux. Sometimes those technological fluctuations are not directly caused by internal changes at Google or Bing, however, but rather are prompted by the advent of new social media. The recent, meteoric rise of Pinterest is a prime example. While the virtual “pin board” site was initially written off as something of a novelty, recent data suggests that it actually drives more referral traffic than Google+, Reddit, LinkedIn, and even YouTube. Given its obvious impact on shaping online traffic, it is only natural that Pinterest has captured the attention of reputation management professionals, including those from leading company Reputation Changer, who say the social network could prove instrumental in mounting effective online campaigns.

One of those professionals is Justin Singletary, the Chief Executive Officer of Singletary points to recent reports suggesting that Pinterest could be an invaluable marketing tool, and says the social network’s place in reputation management campaigns follows suit. “The reason for the sudden amount of consideration given to Pinterest is simply that it gets results,” says Singletary. “It has proven itself to be a truly potent tool for generating traffic, which has immense appeal for reputation management professionals.”

Singletary says Pinterest could prove especially useful in brand enhancement campaigns. Designed to bolster a company’s public image, a brand enhancement campaign works essentially the same way as any other reputation management campaign. Negative online listings are suppressed via the inundation of search engines with positive online content, all geared toward establishing the brand as a preferred brand among consumers.

Brand enhancement campaigns typically make heavy use of social networks, which is where Pinterest comes into play. “Sites like Facebook and Twitter have long been integral to any good brand enhancement campaign,” notes Reputation Changer’s Singletary. “And now, Pinterest has been revealed as a player on roughly that same level.”

One of the most significant uses of social networks like Facebook and Twitter is to drive traffic to the other online assets used in the reputation management campaign, hence the surge in attention afforded to Pinterest.

Still, even with its striking rise in prominence, Pinterest remains only a single tool in the reputation management toolbox. “An effective campaign is a robust, varied campaign that makes use of a wide array of online resources,” says Singletary. “Pinterest and other social networks may factor into that, but they complement, rather then replace, PR-influential blogs, newswires, and other authoritative online sources. This is especially true in brand enhancement campaign, where the goal is to establish the brand as trustworthy, credible, and well-liked among consumers.”

Singletary also points to the fact that Pinterest’s longevity remains to be seen, and that much of its sudden popularity can be attributed to its integration with Facebook. Indeed, Pinterest’s own membership numbers are closely tied with how it engages with the Facebook Timeline feature, making it unclear as to how much of its clout is derived from the other, larger social network.

For members of the reputation management industry, however, Pinterest does represent the limitless possibilities that the Web affords either for making or breaking a company’s online presence. “The capacity of Pinterest to generate traffic is another sign of how a single online listing can determine a company’s fate by cementing its online image,” confirms Singletary. “Is all that traffic heading to a site that makes a company look bad? Or is it ultimately being used to send positive online assets to the top of a Google search results page?” Within the reputation management industry, a tool as effective as Pinterest is seldom neutral, which is why Singletary encourages all business owners to make sure their social media accounts are being put to good, constructive use.


Founded in 2009 by a team of online marketing and sales professionals, Reputation Changer is one of the premier providers of online reputation management. The company works 24/7 to provide comprehensive reputation management strategies to its clients, which have included politicians, public figures, Fortune 500 companies, and more. Reputation Changer owns several media outlets, and is known for its innovation in positive SEO techniques, social media implementation, and more.

For more information about Reputation Changer, its services and how it can assist in reputation management and promotional campaigns, visit

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Cliff Stein
Reputation Changer LLC
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