PINTEREST ЯК ЕФЕКТИВНИЙ ІНСТРУМЕНТ ПРОСУВАННЯ НЕПРИБУТКОВИХ ОРГАНІЗАЦІЙ В УМОВАХ ТЕНДЕНЦІЇ МАРКЕТИНГУ У СОЦІАЛЬНИХ МЕДІА

Abstract

In the age of IT, social media acquired a status of fast, powerful and dynamic ways to share information. Social medias like Pinterest, Facebook, Twitter and many others, are used in everyday life by billions of people, especially youth. As a result, efficiency issues of informational potential are especially important in the context of informatization of society. In this article, I analyzed the necessity of marketing on social media for nonprofit organisations. Underlined the problem of brand promotion on social media caused by the high level of competition. During the research, I analyzed the effectiveness of underrated social media - Pinterest, that allows you to save a great amount of pictures with integrated social functions. Pinterest is not just a social media, that works differently than Facebook or Twitter, where likes are extremely valuable. The main purpose of Pinterest in contrast to other social media is SEO - account description, boards and every pin. I described benefits, gained by every non-profit organization, using SMM strategies. With a properly developed strategy, Pinterest search engine will be working excellent for B2B and B2C segments. I outlined potential methods of promoting nonprofit organizations via this social media and developed the activity strategy for this organizations. Since Pinterest users are mostly USA and Europe citizens - a solvent segment, ready for buying goods and services on social media, and the target audience of nonprofits needs these investments, it is proved that Pinterest will be a useful tool due to its inexpensiveness, providing stable traffic, easy and even free to promote posts. Pinterest marketing strategy is important for businesses of any size, in any industry. It is important to develop a strategy for a specific social network, because each has its own algorithm. Non-profit organizations should build a strategy on Pinterest, analyze and optimize it. The most important Pinterest feature for non-profit organizations is that Pinterest, unlike other social media, is future-oriented. It should be underlined that Pinterest is an ideal tool for young sites and startups with a limited budget.