Army had a specific audience in mind when it joined trendy Pinterest network

It turns out the U.S. Army had a specific audience in mind when it established a beachhead recently on the trendy Pinterest social media website.

The targeted audience is women, according to Major Juanita Chang, director of online and social media for the U.S. Army, who was interviewed by the Atlantic Wire in a Feb. 21 article.

"We saw that would be a way that we could potentially reach an audience that we don't normally reach with our other platforms," Chang said in the article. “We know Pinterest is highly dominated by women... A lot of people that follow the military are men because that's the majority of the military. We want to connect and reach out to the female population and maybe the Army spouses and family members.”

Related story:

Military agencies first to venture onto Pinterest

Several other U.S. military agencies, including the U.S. Navy and National Guard, also have created an official presence on the Pinterest network.

Pinterest is an up-and-coming social media network where users create virtual bulletin boards and “pin” the boards with their own mix of photographs and images. Most have links to websites.

Because the colorful pinboards and glossy images are known for holding users’ interest for hours at a time, the Washington Post in a recent article called Pinterest “digital crack for women.”

About the Author

Alice Lipowicz is a staff writer covering government 2.0, homeland security and other IT policies for Federal Computer Week.


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