On the 14th, Adweek featured a compelling insight about what recommendations women trust:they trust Pinterest more than Facebook and Twitter. We still believe that women ultimately make their purchase decisions by talking to their Board of Directors (their friends, family and neighbors) as theorized by marketing to women guru Mary Lou Quinlan (Her study based upon interviews of over 5,000 women). However, social media recommendations are gaining serious traction as part of the purchasing decision process.
Per Ki Mae Huessner of Adweek, “Pinterest may be a social media newcomer, but, apparently, it’s already beating Twitter and Facebook when it comes to trust among women in the U.S.
According to BlogHer’s annual study on women and social media, when asked whether they trusted different social media sources, 81 percent of women representing the general U.S. population said they trusted blogs and Pinterest, while 67 percent said they trusted Facebook and 73 percent said they trusted Twitter. (The questions were asked of those who indicated that they used each of the social media services.)”
Despite the numbers showing the power of Pinterest and blogs, the study also shows that social media in general is still an emerging source of trusted consumer information. When asked about the point at which they turn to an online or social media site when they are on the verge of making a purchase, 41 percent of the general population sample said they don’t “go online or to social media for a shopping decision.”
- Survey: Women Trust Pinterest More Than Facebook, Twitter (adweek.com)
- BlogHer 2012 Study: Blogs Beat Facebook in Trust Test (blogher.com)
- Pinterest: Revolutionary Social Media (revolutionarymarketingideas.wordpress.com)
- 3 Ways Brands Can Use Pinterest (progressivemediaconcepts.com)