In the world of college marketing, can a picture be worth a thousand tweets?
It is difficult to appraise social media tools so precisely. But colleges are excited enough about the potential of Pinterest — an image-based social media site that has grown with astonishing speed — to keep their institutional brand on the minds of prospective students and alumni that many have scrambled to establish a “presence” there, even as the value of the site as a marketing tool remains hazy. Others have hung back, leery of investing too heavily in trendy platforms before their utility can be properly pinned down.
