There’s A Graph for That
Did you know who is in your social graph, what is in your interest graph, or the information stored within your knowledge graph? Even if you do not, social companies and platforms are trying to figure it out for you. Facebook, at least today, owns the social graph. Google delivers and is developing a better knowledge graph. Then there is Pinterest trying to know, learn, and share our interest graphs.
For most, graphs are a horrible reminder of the algebra, trig, or calculus classes endured. When it comes to these “graphs” it is better to view them as an interconnected web of data breadcrumbs that amount to a huge amount of data when gathered up. The individual bits of information might not be important on their own but in mass can be powerful in aggregate. The relationship between and amongst can paint a clear picture of who we are, who we know, what we are interested in, and what we would like to know. We see this through “peope you might know” suggestions, targeted advertising in our feeds, and search results with higher priorty based on social and location based awareness.
Who knows our interest graph?
Instead of who we know or what we want to know, Pinterest focuses on what makes us tick. By “pinning”, nothing more than cutting out bits of the web with scissors and sticking it on an electronic cork board, we share what motivates, inspires, and captures our attention. Each pin is another piece in the marketer’s puzzle to figure out who you are and what kinds of products or services you would buy.
Like Facebook and Google, Pinterest is yet another point to interact with your customers. Pinterest has yet to release an API for developers to extract any of this information. Developers and marketers alike are already salivating over the possibilities when it is released. Until then companies can create boards to share more information about themselves (lifting the corporate curtain) or in more cases to focus on brand extenders. Wholefoods’ board, for example, focuses on more than organic food items by extending into health, fitness, and environmentalism. Similarly, Lindt went beyond chocolate to include Swiss pride and a campaign for autism.
What will your board say about your brand?