Known for its hybrid outdoor performance products and a signature toe bump design, Keen has recently been busy venturing into other off-road activities: It currently ranks No. 1 among fashion labels on Pinterest. We spoke to Social Media Manager Eric King about what it takes to make tracks on the photo sharing site.
Footwear Plus: How important is it to connect with your target audience through social media sites such as Pinterest?
Eric King: We always want to be where our fans are so having a presence on Pinterest is extremely important to us. Our fans are very visual and a network like Pinterest allows us to share our content in a way that resonates well with them.
FP: What types of posts get the most repins and likes?
EK: Our fans love to get outdoors and take photos of their shoes in beautiful places whenever possible. It’s this type of user-generated content that results in the most repins and likes for us. These photos serve as a reminder to the rest of us to get outside and that’s something that’s inspiring to others.
FP: Do you have any advice for other brands or retailers who want to jump on the Pinterest wagon?
EK: Social media allows us to connect with certain fans that we would have no other way of connecting with. It also provides us with another avenue to help answer questions and connect with these fans on a more personal level. As far as Pinterest goes, if that’s where your audience is, you should be there, too–but go into it with patience and be ready to keep innovating.