The meteoric growth of online pinboarding site Pinterest has gotten Washington’s attention. With a user base of at least 20 million--two-thirds of which is women--politicians have started using the social networking site, too.

 

The site’s female-friendly demographics are particularly attractive during this presidential election cycle, as their votes are considered critical.

 

A recent USA Today article on the rise of the site’s popularity quoted Connections Media Founder and Managing Partner Jonah Seiger as saying:

 

"It's really new, so organizations are cautiously putting toes in the water."

 

The benefit of the site may not be to win over new voters as much as to keep in touch with supporters, the article suggests.

 

The site offers users virtual bulletin boards on which to “pin” pictures. The concept works well for campaigns because the presidential campaigns produce pictures daily.

 

Obama and Romney "are producing a visual narrative every day. They've got events, they've got photographers," Seiger told USA Today. "It's one more place they can push content that they produce already."

 

The Connections Media team is fully prepared to incorporate social networks like Pinterest into digital campaigns. It may not be the right fit for everyone, but any new opportunity for delivering content is one worth exploring.