64 THE POWER OF VISUAL STORYTELLING 6 Our offices 7 Our favorite foods 8 The office party 9 When we were young (baby photos of staff) 10 Our customers 11 Our clients 12 Our mission 13 Our company’s charity 14 Our community 15 Our town 16 Fan Love Pinterest can boost traffic to websites from a whole range of busi- nesses and for companies of all sizes. Louisville resident Kim Gordon and her 15-year-old daughter Chloe created the PopCosmo site in 2011 as a trend-spotting site for teens showing off the latest fashion, beauty, makeup, and lifestyle tips. Immediately they saw the value in Pinterest as a way to generate interest in their site (http://www.pinterest.com/popcosmo). Chloe runs the social media platforms for PopCosmo, and her content focuses on providing visual inspiration and useful DIY tutorials—both types of media Pinterest users love. Her images for the PopCosmo site and social media pages focus on helping teens stay trendy in fun, creative ways. According to Kim, Pinterest accounts for half of the referral traffic to PopCosmo and 20% of the site’s overall traffic. “When a pin goes viral,” says Kim, “it can alter our web stats for months.” And Kim and Chloe’s visual storytelling savvy doesn’t just extend to their own Pinboard—they encourage their readers to spread the word about their site through images.