Politicians on Pinterest. An alliteration I never thought I’d hear in a million years. But it’s happening. Barack Obama, Newt Gingrich and Ann Romney (GOP nominee Mitt Romney’s wife) all have Pinterest accounts. At first, I thought it was odd. Then I went on Barack Obama’s page and saw the Pet Lover’s for Obama board and my opinion softened.
While these pages are cute and entertaining for a quick second, it’s hard to imagine that there’s any real value to a Pinterest page in terms of campaign strategy. But, an article in the PR Daily changed my perception. Pinterest has 11.7 million unique monthly U.S. visitors to it’s site and they’re mostly women. It’s a critical demographic that politicians often struggle to reach.
But what separates Pinterest for any other social media account? The fact is, Pinterest is about personality. In a few seconds, visitors have the ability to see what candidates like, their passions and their unique interests. It humanizes them, something that a debate or public statement can’t exactly do.
Pinterest isn’t political in the least. Most people don’t spend their daily lives debating politics or reading the Washington Post from front to back. So for your average person, Pinterest is able to connect politicians to them in a way that is natural. Seeing Ann Romney’s patriotic cooking ideas or viewing a photo of the Obama’s at a family dinner give politicians a human element that is often absent.
It’s such a lighthearted and fun social media platform that politicians may seemingly have no place on Pinterest. But at the end of the day, we want politicians to understand the problems that we face as average citizens. And for that reason, it’s a smart and strategic move for politicians to have Pinterest accounts. Although I may never make that complicated red, white and blue cake that Ann Romney found on Pinterest, I can still appreciate that we both wish we were amazing cooks.