An analysis from the Poynter Institute reveals that PBS and USA Today are the two media organizations that most effectively engage with readers via the visually oriented social network site Pinterest. Reporter Susanna Speier examined 13 local and national news organizations — including the Los Angeles Times, NBC News and Newsweek/The Daily Beast — to compared their average repin to pin ratios, which are similar to retweets and tweets on Twitter. The highest overall repin to pin ratio was PBS; on average, a pin on PBS was repinned six times. USA Today had an average of 4.4 repins; Newsweek/The Daily Beast, 4.3; and the Wall Street Journal, 4.2. The remaining news organizations had average ratios between 1.1 and 2.2 repins per pin.
Kevin Dando, PBS’s digital director, told Speier that online referrals from Pinterest are not yet a realistic goal. “We are focused on engagement,” he said. “We know the clickthroughs will come and the way to get them is through engagement.”