Speaking of engaging with brands, Pinterest users do so differently than Facebook socialites. The chart below outlines Bizrate Insight's findings, which suggest that Facebook user s are more likely to passively participate with a brand, join a contest, or claim special offers, whereas Pinterest users are much more active evangelists, re-pinning a brand's posts or pinning items they find at a brand's website.
Facebook's not going to sit idly by while Pinterest takes all its referral traffic, of course. The network's new Gifting and Wanting initiatives suggest that Facebook wants to delve into impulse buys stemming from visually stimulating posts itself. If and until those business-friendly features take off, however, product-oriented small businesses should seriously consider whether a Pinterest presence might be a worthwhile investment.