"...how is it us 'small boutique agencies' with less resources think of [using Pinterest] and do it better. Where is the lesson here Big Brands?"
I saw this comment while reading the article, Porsche Pinterest Fail. The writer calls out Porsche for creating a Pinterest account and then only uploading two boards, each with ~20 pins rather than "thousands of photos, and hundreds of videos."
I'm not an expert and I don't know Porsche's story. However, I do have experience working with a "big brand" and know that they tend to have long approval processes in terms of what gets published online. In come cases, materials need to be approved as far as the brand's legal team. As a result, little content is published, with large gaps of inactivity in between.
Here are some tips on how to produce approved, quality content in a timely manner without sacrificing quantity along the way:
Prepare content on a bi-monthly/monthly basis (or whatever works best) and have them approved in one go.
If you're planning to publish one Facebook status/day, try having all 30 messages pre-approved at the start of every month. That's just 12 approvals for the entire year, rather than 365! Make sure you provide enough lead time for the approval process before the first message is scheduled. Once everything is approved, use an app like HootSuite to schedule your updates.
The downside to this is that it doesn't cater to real-time events. Thus, you need to be vigilant in monitoring your page's activity so you can reply to fans as needed. Also, be ready to change a status message at the last minute in case something big happens that day.
Shorten the approval process by training and empowering the appropriate people.
Does the CEO really need to approve all your Tweets? Probably not. A well-trained and social media savvy Brand Manager may be the highest level of approval needed.
Don't nitpick.
Unlike print ads or billboards, an individual fan will likely encounter a specific status message, Tweet or photo just once. With social media, copy doesn't need to be perfect. Standard rules apply: no spelling or grammatical errors, nothing offensive or obscene, etc. But it doesn't have to be poetry.
The tips above are just from my personal experience. Feel free to add more or comment if you disagree :)
Til then,
Mae
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