Social media monitoring service Viralheat has today added Pinterest integration to help its brand and marketer clients better understand how the people of Pinterest are discussing their products and services.

Viralheat makes a social media dashboard service for monitoring and analyzing keyword mentions on Twitter and Facebook, and for cross-posting updates to social sites. The San Mateo, Calif.-based startup has 6,500 brand and agency clients and claims that one third of users are paying customers.

Monday, the service expanded to allow companies to track and view analysis of Pinterest “pins,” the equivalent of status updates for the en vogue social property.

For a given keyword query, Viralheat surfaces all pins and identifies the number of total pins, repins, unique pinners, average repins, average likes, reach, and the top influencers broken out by volume and impact. Clients can view historical results for a 24-hour, 7-day, or 1-month glimpse at pin activity for the keyword in question.

VB TRansform 2020: The AI event for business leaders. San Francisco July 15 - 16

“We surface relevant pins per search by capturing posts that include the keywords in title, description, image name, domain name, link text, and Pinterest board name,” Viralheat CEO Raj Kadam told VentureBeat. Viralheat, he said, is not using a Pinterest API but is instead crawling the service for monitoring purposes.

Pinterest is a site that lets users collect virtual products on digital pin-boards. The site exploded in popularity this year, attracting a highly engaged user base of more than 20 million people, despite only recently opening its doors to the public. Brands eager to make their products more shareable have quickly followed consumers to the site.

Viralheat’s Pinterest-tracking features will appeal to consumer-focused brands because it will allow them to monitor all major social media channels in a single dashboard, Kadam said.

The Pinterest analytics are available to Viralheat’s paying customers. Paid plans start at $49 a month.

Photo credit: jm2c/Flickr