Just read The Copyright Question: How to Protect Yourself on Pinterest and I’m left with a slight frown. This was what I wrote in the comments section:
“If your [sic] company sets up a presence on Pinterest, you should only pin content you own or have a license to use. If you have a license, check that license to ensure you are allowed to post the content on Pinterest.”
If Pinterest should be used as such given the legal constraints — pinning only content that a company owns — then, to an extent, it goes against what makes Pinterest unique. Best practice seem to point that Pinterest should be used by companies to build the story around the brand, for example, not just use it to showcase ones products (or ones own content). Showing what a brand represents would require pinning/re-pinning others’ content. This leads me to wonder what would the possible approaches then be to a social presence strategy for Pinterest? One way could be maintaining an official company profile and pinning only owned / licensed content, but at the same time, complementing the brand’s presence by boards of individual company employees. They would use Pinterest in a personal capacity to share the things they love — and their work could be one of the things they’d like to pin about. Pretty much like having an official blog or presence on Twitter and FB, with employees interacting with the brand as they see fit. However, it may prove to be too cumbersome for many companies to do it this way. Would it still make sense for a company to be present (officially) on Pinterest , and yet not really be able to interact fully with the community because of legal constraints?
A lot of companies, especially small business owners, don’t own a lot of content, or don’t have the resources to churn out content like a publishing house. This is why acting as a content curator on Pinterest to share what their brands represent is so attractive. But this legal quagmire discourages, and will even prevent curation, pushing companies more towards content creation.