A Picture’s Worth a Thousand Pins

First, Instagram (which we love). Then, Pinterest (which lots and lots of colleges love). Now, Facebook Timeline (which we’re also gobbling right up). The future, apparently, is visual. These image-driven platforms are hotter than hot. But here’s the $64,000 question: What’s our strategy?

Even in 2009, a Harvard Business School study noted that “pictures are the killer app of social networks.” All the more reason for us to be more thoughtful about the images we’re putting out there, whether they’re on our university homepage or our Pinterest account.

Writing for AdAge, Chas Edwards notes three factors to consider when crafting a strategy around the images we publish and share: 1) how will they increase audience engagement? 2) how can we convert engagement into sharing and 3) how do we earn revenue — or, in our case, how does image engagement and sharing translate into applications, donations or other conversions?

Pictures certainly matter, and we’re taking and sharing more of them than ever before. Ten percent of all photos taken by humankind were taken in the past 12 months. … Readers process more information more quickly from images than from text, and thus images drive more audience engagement than text content.

Source: In Age of Pinterest, Instagram, Marketers Need An Image Strategy by Chas Edwards, AdAge, March 15, 2012

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About Georgy Cohen

Georgy Cohen is associate creative director, content strategy, at OHO Interactive in Cambridge, Mass.. Prior to OHO, she worked with a range of higher ed institutions, including stints at Tufts University and Suffolk University and as an independent consultant, on content strategy and digital communication initiatives. Keep going »


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