Thanks to a partnership with Union Metrics, Tumblr now offers analytics features.
You may well ask, “What’s Tumblr, and why do I need to roll Tumblr into my social media strategy?” Well, you’ll see! Tumblr is a social blogging platform that is very similar to Pinterest. Both Tumblr and Pinterest are very image-centric. Tumblr and Pinterest take advantage of the inherent visual power of photographs. As a matter of fact, just last week Tumblr teamed with The Guardian to blog the first presidential debate using “live GIFs.”
Jake Wengroff the founder of social business consultancy JXB1claims, “Tumblr strives to capture that niche between Twitter and Pinterest/Instagram, where most users are interested in image-driven posts with a bit more commentary.”
The April 2012 AdAge Insights Trend Report uncovered some very intriguing findings. As of the time of the report, there were almost 50 million Tumblr blogs and 20 billion Tumblr posts on the web as of March 2012. Tumblr’s demographics show that almost 50% of users are between the ages of 18 to 34, and specifically females comprise 54% of users. The report also details that 60% of users have an average household income of less than $50,000, while 25% earn between $50,000 and $100,000. AdAge also determined that of all Tumblr users 43% have a college degree.
Obviously the time required to manage your Tumblr site, the volume of customer interactions, and the level of contributions your firm places towards Tumblr depend extensively on your company’s customer demographics and business goals. However if Tumblr is in alignment with your firms objectives and your target market groups be confident that your firm will discover Tumblr’s analytics allow your company to ascertain the return on investment.
From the outset, the largest criticism from the business community has been that Tumblr lacked analytics. This is not the case any longer. Tumblr has inked an agreement with Union Metrics, a third-party analytics provider, to provide an analytics dashboard to the Tumblr platform.
Union Metrics reports the service will provide valuable information to marketers in such areas as:
- Report post and note volume
- Analyze posts and tags to identify most popular posts
- Report overall engagement levels and trends over time
- Help identify key influencers such as top contributors and curators
- Post engagement details, including the full re-blog tree and interactions over time
Social media platforms will proliferate, and as those platforms increase the function of doing business on social media and networks will become more multi-faceted. Human nature may keep you and your firm with the tried and true social media platforms and strategies. You know what I’m talking about – those old standbys Facebook, LinkedIn and Twitter. However as cutting-edge social media platforms like Pinterest and Tumblr show validity and the ability to provide competitive advantages, the importance for organizations to weigh new opportunities, risk, and ROI will be increasingly more prevalent when assessing and implementing social media platforms.