Several websites, including this one, have published articles recently about how journalists are using Pinterest. But none of these offers data-based analyses that measure whether newsrooms are using Pinterest to engage effectively with readers.
As a way of measuring engagement, follower counts are a basic metric. But knowing how critical the tweet to retweet ratio is for measuring engagement on Twitter, I sought to apply this principle to Pinterest. I wanted to compare average repin to pin ratios for a variety of local and national news organizations.
So, I submitted a request to three newly launched Pinterest monitoring services. I asked each to provide a board-by-board follower comparison and repin ratios for 13 big city dailies, broadcast news and financial publications. My editor and I selected news organizations that were active on Pinterest and represented diversity in audience size, geography, niche and ownership.