We tend to buy based on the recommendations of close friends — and social media plays a critical role in this process. According to a recent survey by Market Force, 81% of consumers indicated that friends’ social media posts directly influenced their purchase decision. In looking at the various social networks, Pinterest is as popular as Twitter (and lags Facebook) yet it hasn’t around as long (according to Pew Research Center). On the flip side, Pinterest pins generate fewer subsequent page views and shorter timespans (according Copyblogger Media). And based on my analysis below, I’ve found that Pinterest also fails to refer local site traffic — the kind that brings recommendations from friends.