Q&A: How to Incorporate Tumblr Into Your Marketing Campaigns

Dear Q&A Team,

My manager has assigned me the job of looking into new social media platforms that we can add to our marketing campaigns. I have been trying to learn about Tumblr and its capabilities. What type of content should we post onto Tumblr? What are some examples of successful Tumblr accounts run by businesses? Are there any legal issues we should be aware of when using Tumblr?

Stumbled Upon Tumblr

_____________________

Dear Stumbled Upon Tumblr,

It’s great that you are exploring other social media platforms. Here are three ProfNet experts who provide their expertise about Tumblr:

Reasons to Use Tumblr

Web marketing expert Lorrie Thomas Ross explains, “If an organization is looking to maximize awareness, information distribution, connections and service to support sales, then social media marketing needs to be part of the marketing mix. Tumblr is a blog platform that can help organizations harness the power of social media marketing.”

Christopher Penn, vice president of marketing technology for Shift Communications, agrees: “Tumbler is a rich content outpost, another blogging service that offers you an additional place to put content on the Web. Tumblr’s strength is its tremendous and active community that often re-blogs items that are worthy of attention and interest.”

Penn adds, “Tumblr’s secondary strength, especially for technologically less ambitious PR practitioners, is that it’s incredibly easy to use and quick to set up. You can begin on Tumblr in a matter of minutes, and its mobile apps make content creation simple and friendly.”

In addition, “platforms like Tumblr can be a great way to boost SEO,” says Ross. “Tumblr was architected to be search-friendly and help search visibility, so, if used effectively, it can help with a business’ SEO.”

However, you may want to disqualify Tumblr as a marketing medium if your company’s tolerance for risk is exceptionally low. It has an active adult content community, and many of its members enjoy blogging and re-blogging content they find, explains Penn. “For most brands, it shouldn’t be a significant problem — obscurity is a far greater risk than being discovered and re-blogged by someone whose content you might not agree with.”

Content to Include in Your Account

“People flock to Tumblr to be entertained and inspired, not to be pitched to,” says Francis Skipper, executive vice president of 451 Marketing. “Therefore, it is key to be very visual and to use humor on Tumblr. Pieces should be easy for your audience to digest and promote sharing. And try to provide evergreen content that will have a longer shelf life, so your content can be shared often.”

“Tumblr is also a great way to create a very human side of a brand by giving insights into the people and ideas behind your company,“ he adds.

Even though content needs to be engaging, it is important to remember that every organization has a different target audience. This is why it all starts with strategy – strategy first and execution second.

Ross suggests that marketing managers think about the content they have, their target audience, and what their target audience needs. Then they can decide what to post on Tumblr.

Once marketing managers are ready for the execution stage, it is important to know that the best content on Tumblr is graphical content — static images, graphics, animations, and video, says Penn.

Successful Examples

  • Comedy Central: This page is authentic, integrated and engaging. It supports the overall brand’s purpose. The purpose is very clear — to create viral clips, awareness and an audience.  –Ross
  • Capital One’s Bucket List and Art Institute of Technology:  Tumblr is a highly visual medium, and both these blogs maximize their use of imagery to make them eye-catching and appealing. –Penn
  • CNET:  They have been really smart about Tumblr posts, releasing “cliff notes” or abbreviated versions of their articles. They create a visual, multimedia headline that prompts the reader to click through to the full content on their site. -Skipper
  • General Mills: Their Tumblr focuses on whimsical content that taps into people’s inner child and even showcases some amazing DIY arts and crafts projects that were created from cereal boxes with tutorials. They create a fun lifestyle around their brands using Tumblr. –Skipper

Legal Issues & Tips

“As with any form of online content production, you will be held liable for intellectual property (IP) rights. Re-blogging something that falls afoul of IP rights can land you in serious, very hot water,” warns Penn. “For example, re-using an image from a licensed imaging service like Getty Images can cost you up to $60,000 per violation, even if the original content is not yours. By re-blogging it, you open yourself to the same liability as the creator.”

Also, remember to respect the FTC guidelines, says Ross. You can read more about them here: tinyurl.com/nxvvszl

Another thing to keep in mind is that companies need to commit to using Tumblr.

“Tools like Tumblr don’t make marketing magic,” cautions Ross. “It is how and why these tools are used that make marketing magic.”

Skipper reiterates Ross’ last statement: “First, have specific goals in mind before you start. Don’t just join Tumblr because ‘everyone else’ is doing it.” Some of these goals include: building brand awareness and identity, educating customers, and creating a brand persona.”

Last but not least, Penn cautions that “‘build it and they will come’ doesn’t work any better on Tumblr than it does on the Web. You still have to invest resources in outreach, awareness, advertising, and support of your initiatives there in order to make it successful.”

After deciding your Tumblr strategy with your company, I hope you have fun posting to this social media platform! Enjoy!

-The Q&A Team

Written by Polina Opelbaum, editor of ProfNet, a service that helps journalists connect with expert sources. To read more from Polina, check out her blog on ProfNet Connect.

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