12 tips for adding Pinterest to your organization's digital marketing mix. Pinterest - which drives more traffic than Google+, LinkedIn and YouTube combined - is an online bulletin board that lets users visually share new interests by "pinning" images or videos to their own or others' "pinboards." As more brands race into the Pinterest arena, what should your organization consider before diving in? A few top tips: 1) Spend time getting a feel for the Pinterest culture. The more you understand this network, the better you will connect with its 10 million (and counting) users; 2) Involve fans and customers by allowing users to contribute pins to your hosted pinboard; and 3) "Pins" are typically images, but they can also be videos. Post footage that engages your Pinterest followers.

Improve customer satisfaction and business through the Net Promoter score. Many leading organizations - both large and small - use the Net Promoter survey and score to identify how likely clients, employees or customers are to recommend their organization. (Linhart PR includes the Net Promoter score as part of its annual client satisfaction survey.) It's a loyalty metric and process that helps companies understand and act on customer feedback. The score invites you to listen and learn from your "promoters" and "detractors," including finding ways to address concerns or further engage those who enthusiastically support your business. For example, based on Net Promoter score feedback, Philips Electronics made operational changes like opening its customer care center on weekends and started capturing video or audio testimonials of "promoters" to use in proposals or case studies.

Infographic: How to help your content go viral. To say something has "gone viral" means that a piece of content - a video, image, story or this infographic, for example - has been well received and widely shared. While everything can't "go viral," virtual content relies on two things: the content has to be worthy of being shared and social media users must share it widely enough to reap the benefits of their networks like Facebook, Twitter, YouTube or Pinterest. As the infographic shows, when creating content, organizations need to understand what makes people share content, engage online influencers or "connectors," and make it easy for everyone to share.

DineEquity: Assessing Communications to Build the Applebee's and IHOP Brands from the Inside Out     

DineEquity, the parent company of Applebee's and IHOP, is the largest full-service dining company in the world with more than 3,500 restaurants. The company was formed in November 2007 when Applebee's was acquired by IHOP. Since then, DineEquity has focused on energizing its brands, improving operational performance, and maximizing franchise development. DineEquity leaders knew it was important to engage team members and franchisees to help reach these business goals and navigate necessary changes.

DineEquity turned to Linhart PR to assess the effectiveness of its systemwide internal communications with team members and franchisees. Linhart PR developed and conducted a multi-phase communications audit that included in-person senior executive interviews, team member focus groups, one-on-one interviews with field team members and franchisees representing both IHOP and Applebee's brands, and an assessment of existing communications-related surveys and key communications vehicles. Results: The comprehensive audit revealed actionable recommendations to address change, build culture, and forge connections with team members and franchisees. There were quick wins -- things DineEquity leaders could implement immediately to improve communications with team members and franchisees, as well as show they listened to and acted upon important feedback. The audit also identified solutions to incorporate into DineEquity's current communications plan and vehicles, including helping team members understand how they collaborate and contribute to overall business goals.

Last quarter, we asked what area is the top driver of employee satisfaction in your organization: 40% said clear line of sight between organizational goals and one's job; 40% said a good supervisor and team; and 20% said pride in work and the organization. No one said compensation and benefits.  

In this issue, we want to know about consumer insights - data and trends like what we buy and how we share information that can help organizations effectively reach the right audiences, stay up on emerging trends and achieve business goals. What areas of today's marketing mix do you feel strong consumer insights benefit most?   

POST SCRIPT    

• Linhart PR was named the nation's top boutique PR agency! Last week, we won the 2012 Boutique Agency of the Year award from industry publication PRWeek.  
• We're pleased to welcome four new Linhart PR team members: Kathelin Buxton (account associate); Krista Flock (digital media manager); Noel Runkle (account associate); and Kelly Sais (accounting clerk). In addition, Vice President Kelly Womer was named the firm's sixth partner; Amanda Meyer was promoted to account supervisor; Robin Zimmerman was promoted to senior account executive; and Noelle Robillard and Anna Lindsey were promoted to account executive.
• Paul Raab, senior vice president and partner, was elected to a two-year term on the Naturally Boulder board of directors. Naturally Boulder helps nurture start-up natural foods companies and promotes Boulder, Colo., as the epicenter of the natural products movement.