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More companies use Pinterest in marketing

Paige Chernick, social media coordinator at London Jewelers,

Paige Chernick, social media coordinator at London Jewelers, uses Pinterest and other social media sites to connect with customers. (July 24, 2012) Credit: Danielle Finkelstein

Long Island companies are showing interest in Pinterest.

While many companies are now on Facebook, others are expanding their social media marketing to include Pinterest, a new networking site that allows users to upload and share photos, or "pins," of things they're interested in.

Companies such as London Jewelers, Jericho Terrace, the Garden City Hotel and Competition Mercedes in Smithtown have started incorporating Pinterest into their advertising strategies in recent months.

Stephanie Sagristano, social media coordinator for Competition Mercedes, said that although the company's Pinterest presence has not directly translated into sales, it is helping to build a community of customers.

"We wanted to be on it because we can put pictures up of new things that are happening," such as renovations to the showroom and new car models that arrive, Sagristano said. "It's a way to keep everyone informed."

London Jewelers, a store chain based in Manhasset, has had a positive response to its Pinterest page since it was launched in February. The page has more than 300 followers and 3,100 pins.

"We have had two pins that have gone viral, they've gone on the 'Popular' pages," social media coordinator Paige Chernick said. "We get about 10 inquiries a day about these items because it's so popular, and it's all stemming from Pinterest." Chernick says the online site has allowed them to track what sites are referring customers, and in-store customers have also mentioned items they've seen on the Pinterest page.

"I would say it's drawing in a much younger crowd," she added.

Jericho Terrace, a wedding and catering hall in Mineola, set up its Pinterest page about six months ago, and the page has helped the company gauge interest in wedding styles and themes.

"I wouldn't say we picked up a massive amount of business, but it's enabled us to personalize more," general manager Robert Stevenson said.

Nicole Larrauri, managing partner at EGC Group, an online marketing and branding company, said that about 80 percent of the clients her company represents now have started using Pinterest.

"Clients that we have, especially with a female target audience, have all used Pinterest with success," Larrauri said. "It's taking their content and getting it out into some new eyeballs that might not have seen them before, and it also helps build a community of potential buyers. If they see these gorgeous engagement rings pinned to wedding boards, they might suddenly pass that to their fiance."

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