eModeration Tumblr Tutorial for Brands

A Tumblr
Tutorial for
Brands

A guide to the micro-blogging platform: what it is,
and best practice for use to market your brand

Authored by Bliss Hanlin March 2012

Authored by Date
For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com
26
eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK
2012

eModeration guide; A Tumblr Tutorial for Brands

Table of Contents
Type chapter title (level 1) 1
Type chapter title (level 2) ..................................................................................................................................................... 2
Type Contents (level 3) .............................................................................................................................................. 3
chapter title

Understanding Tumblr 3
But what exactly is Tumblr? 4
Type chapter title (level 3) .............................................................................................................................................. 6
Who's tumbling? ..................................................................................................................................... 5
What's on Tumblr? .................................................................................................................................. 5
ContentsBrands on Tumblr .................................................................................................................................... 6
Music ......................................................................................................................................................... 6
Contents ...................................................................................................................................................... 7
Fashion Error! Bookmark not defined.
Celebrities ................................................................................................................................................ 8
Being social in a regulated world ..................................................... Error! Bookmark not defined.
Journalism ................................................................................................................................................ 9
Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined.
The opportunities for social media for financial services companiesError! Bookmark not defined.
Getting Started 10
Setting the rules of engagement ...................................................... Error! Bookmark not defined.
Features .................................................................................................................................................. 10
Crisis and risk management over social media ............................. Error! Bookmark not defined.
Themes ................................................................................................................................................... 11
The Bookmarklet ................................................................................................................................... 11
Content .................................................................................................................................................. 11
Contents Practices
Best 12
Accessibility ........................................................................................................................................... 14
Contents Error! Bookmark not defined.
Challenges............................................................................................................................................. 15
Thoughts on Tumblr .............................................................................................................................. 16
Is The opportunities for brand?
Tumblr right for your social media for financial services companiesError! Bookmark not defined. 18
About eModeration
Crisis and risk management over social media ............................. Error! Bookmark not defined. 19

eModeration: The Guide to Social Media Engagement for Financial Organisations

2


Table of Contents
Understanding Tumblr
Visual content, curation and storytelling are the three evolving trends for 2012 when it comes
to emerging niche social networks, and you might be wondering how to harness the power of
microblogging platform Tumblr for your brand and marketing strategy. In this guide, we will
Contents a look at different aspects of Tumblr and how they relate to brands.
take

Contents Unlike content based, older forms of networkingnot defined.
Error! Bookmark (Twitter,
Facebook, LinkedIn), services like Pinterest, Posterous and
Who wants to ‘engage’ with their bank? Banks are boring, right?Error!in a way that defined.
Instagram allow users to share visually Bookmark not
bypasses personal networks, commentary and
Setting the rules of engagement ...................................................... Error!viral spread. Microblog
conversations, and instead relies on Bookmark not defined.
king Tumblr manages to combine the small form blog with
highly engaging photos and other rich media in an
interface that allows even the most recalcitrant would-be
Contents blogger, overwhelmed by the empty expanses and
unwieldy dashboards of WordPress and the like, an easy entry point into life/lifestyle curation.
In Tumblr’s own in a regulated is about "millions of people sharing the things they do, find,
Being social words, Tumblr world ..................................................... Error! Bookmark not defined.
love, think, or create." Sharing is their bank? and “insanely easy.” Tumblr is Bookmark not defined.
Who wants to ‘engage’ with “effortless” Banks are boring, right?Error! both personal and
editorial, and comesfor social media for financial that is eager to explore other Tumbles. Itdefined.
The opportunities with a baked-in community services companiesError! Bookmark not is
feature rich, but with a deceptively simple interface. Tumblr as a platform is available for
iPhone, Android, web, voice, can integrate with Facebook and Twitter, and blogs published
from mobile are just as sharp as ones published from web. The curation and identity points
are so strong that some Tumblr authors have found themselves with book deals based around
the concept of their microblog.

Tumblr passed Wordpress in number of blogs in 2011

3


Table of Contents
TypeBut what (level 3) .............................................................................................................................................. 3
chapter title exactly is Tumblr?

Tumblr is a bit like a Twitter and WordPress mash-up. Tumblr is both a microblogging platform
Type chaptersocial network where "short form" content rules. On Tumblr, members post original
and a title (level 2) ..................................................................................................................................................... 5
“tumblogs,” or miniature blogs that may be devoted to a very narrow subject, be short in
length, focus on a meme curation, present a piece of media (photos, video, audio,) display
quippy or zeitgeistie quotes and links, and/or reflect a stream-of-consciousness style. Anytime
Contents
a user sees something interesting online, a quick click on a “Share on Tumblr” bookmarklet
tumbles the snippet directly. The result is a multi-media smorgasbord that takes very little time
and effort to maintain. Unlike the “web logs” of yesteryear, wordy personal reflection and
super-techie customization withconsidered passé on Tumblr. As David Karp, the CEO of defined.
Who wants to ‘engage’ are their bank? Banks are boring, right?Error! Bookmark not
Tumblr opportunities for took the same form,” he notes. “I wanted something much more free-
The puts it, "All blogs social media for financial services companiesError! Bookmark not defined.
form, much less verbose."

Unlike Google+ or even Facebook, from a user experience perspective Tumblr isn’t about
defining circles of social permission or gating content. In the war of “walled web versus open
Contents Tumblr is firmly on the side of setting the information free. The default settings for all
web,”
tumblogs have public as the default access level. Built on a "follow model," Tumblr's built-in
Contents
sense of discovery allows connections to form Error! Bookmark not defined.
across the globe. a regulated worldnew
Being social in Unlike Facebook, ..................................................... Error! Bookmark not defined.
members can to ‘engage’ exciting experience
Who wants still have an with their bank? Banks are boring, right?Error! Bookmark not defined.
without having to have social media for on
The opportunities for personal friends financial services companiesError! Bookmark not defined.
board. While a private blog is possible, it takes
quite a few steps to reach and isn’t even
possible for the initial blog on a user’s account.
90% of Tumblr’s new registrations come
through Tumblr blogs themselves. Once
"Let's reblog each other, back and forth, forever" by Topherchris
registered, 85% of users are still posting a
week after sign up.

But while Tumblr is a huge community (with close to 503M visits a month and counting,) it is
also self-referential. Instead of “commenting,” as members might do on Facebook or an
older style blog, Tumblr members are more apt to reblog and “like” to show their approval. It
takes effort to even enable traditional style commenting via a Disqus plug-in to a Tumblr
template. Once a blog post gets traction from a reblog chain reaction, it quickly moves from
blog fodder to meme. All of the account names participating in the reblog or like action are
logged, and their Tumblr logs are automatically linked.

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Table of Contents
Who's tumbling?
Type chapter title (level 2) Tumblr has steadily increased in
Introduced in 2007, ..................................................................................................................................................... 5
Typepopulation as mobile and smartphones have become
chapter title (level 3) .............................................................................................................................................. 6
incorporated in everyday life. The site saw hockey stick
growth in late 2009, as college students and tech-
Contents world-wide adopted the platform.
lovers

Per the comScore, users spend an average of 89
minutes per visitora regulated world ..................................................... Error! Bookmark not defined.
Being social in a month on Tumblr. Quantcast tells
us that the demographics are split fairly evenly
between men and women, with the majority of users
falling inand 18 - management over social media ............................. Error! Bookmark not defined.
Crisis the risk 34 age range. Approximately 50% of
the traffic currently comes from the US, with the
remaining percentage being international. (Traffic has
been so heavy, quite a bit of the recent funding round
Contents
is going to shoring up the back end in order to handle
the surge.)
Average minutes per visitor to social media sites in
Being social in a regulated world ..................................................... Error! Bookmark via WSJ.com
Jan 2012: source: COMscore not defined.
Who wants to ‘engage’ with their bank? Banks are boring, http://online.wsj.com/article/SB10001424052970204653604577249341
right?Error! Bookmark not defined.
403742390.html
What's on Tumblr?

The world of Tumblr is a wide and varied one. Personal blogs often center on a meme (aka,
single topic blogs) from range in subject from riffs on modern design like Unhappy Hipsters to
Ryan Gosling "Hey, Girl" witticisms. Users are expert content curators, pulling material from a
wide assortment of published sources and also upload visual content of their own. Design,
fashion, and music all are popular focuses of the Tumblr audience.

A separate style of Tumblr blog is one devoted to
reblogging, or internal curation and sharing, where a
member neither posts original content nor
commentary on outside content, but instead
"reblogs" from within the Tumblr community.
Reblogging is a sticky factor when it comes to user
engagement and the site. Like the members of
Pinterest, Tumblr users have a constant stream of new
and interesting content flowing on site, much of it
positioned as the hippest, latest, and/or coolest thing
since sliced bread.

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Table of Contents
Brands on Tumblr

As Tumblr’s media evangelist Mark Coatney puts it, Tumblr is “a network of interests rather
than people who know each other. This gives more flexibility and expression to your brand.“
TypeDiana Hong,(level 3) .............................................................................................................................................. 6
chapter title creative director at New York's Create The Group, has salient advice: “If a brand
has an idea of what their voice is on Tumblr, then that works,” she said. “It’s about creating a
culture.” The below is just a smattering of the brands currently participating on Tumblr.
Contents
Music
Music lovers congregate on Tumblr, eager to share the next best thing, archive minutia defined.
Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not
(MVMVMV) or celebrate their collective good taste (Songs You Used to Love.) It can be an
uneasy balancing act for a brand to try its mediaat authenticity and promotion at not defined.
Crisis and risk management over social hand ............................. Error! Bookmark the same
time, but a few major brands are giving it a go - including EMI, Sony Music Canda, and MTV.
Major artists are also willing to experiment with the platform, with the Beastie Boys, Brittany
Spears, and Mike McCready contributing.
Contents
Adweek's profile on MTV's venture into Tumblrland
illuminates some of the reasoning why a cultural media
force would fit with regulated world ..................................................... Error! Bookmark not defined.
Being social in a a microblogging platform. #MTV was
already one of the more popular Tumblr tags and the
channel wanted toof engagement ...................................................... Error! Bookmark not defined.
Setting the rules take part in sharing its content. MTV
also wants torisk management over socialdesign ............................. Error! Bookmark not defined.
Crisis and target the web culture and media
communities, which it thinks will mesh well with its image.
The Tumblr is a way for MTV Social Media Engagement for
eModeration: The Guide to to showcase the talents of its Financial Organisations
employees: Many of the company’s staffers are
contributors, under the supervision of MTV’s social media
manager Tom Fishman. “We feel like MTV could be a
really powerful curatorial force.”

Pete Wentz would like to tumble with you

6


Table of Contents
TypeFashion (level 3) .............................................................................................................................................. 3
chapter title

Fashion is hugetitle Tumblr, with everything
Type chapter on (level 1) 4
from street-style blogs to brands
Typerepresenting.(level 3) .............................................................................................................................................. 6
chapter title As fashion is all about a point
of view, it is no wonder that it should find a
natural home on Tumblr. According to
Contents founder and CEO David Karp, 1 out
Tumblr
of 10 in the top 1,000 of Tumblr blogs is
fashion-related. Tumblr posts that are
fashion-related are reblogged on a much
greater scale than afor socialTumblr post,
The opportunities general media for financial services companiesError! Bookmark not defined.
states Tumblr Fashion Director Rich Tong,
suggesting that “there’s a huge capacity media ............................. Error! Bookmark not defined.
Crisis and risk management over social

for fashion content to go viral on Tumblr.” Backstage at the Tory Birch Fall 2012 show
While some fashion brands present
Contents
product shots (Kate Spade NY, Alexander McQueen's McQ), Erika Bearman, director of
communications for luxury brand Oscar de la Renta, sees her role Error! Bookmark not defined.
Contents of OscaPRGirl a little
differently, eschewing direct promotion for a softer approach of interesting, relevant content
that works on themes of identity and aspiration.
“We wanted to be of engagement ...................................................... Error! Bookmark not defined.
Setting the rules blogging because we knew it was relevant; that’s what smart, stylish
woman and risk management over socialblogs," says Julie Fredrickson, Ann Taylor’s digital
Crisis do these days: they blog or read media ............................. Error! Bookmark not defined.
marketing manager. Nielson research agrees. According to new research (with a data set
eModeration: The most bloggers are well-educated, active in social Organisations are
including Tumblr,) Guide to Social Media Engagement for Financial networks, and
female.

7


Table of Contents
Celebrities
Type chapter title are finding a home on Tumblr,
Celebrities (level 2) ..................................................................................................................................................... 5
Typewhere their curious mix of personal,
promotional, and taste-making comes off
as intimate and genuine, even when a
Contents
publicist or social media team is at the
helm. Lady GaGa, Joseph Gordon-Levitt,
and Zooey Deschanel and even US
Presidentsocial in a regulated world ..................................................... Error! Bookmark not defined.
Being Obama are but a few of the big
names who have‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined.
Who wants to established Tumblr blogs.
Beyonce and Jay-Z introduced their daughter to the

world via a dedicated Tumblr blog

Contents
John Mayer recently canceled an upcoming tour
via Tumblr, using the microblog's wordier-than-
Being social in a regulated world .....................................................into detail aboutnot health
Twitter platform to go Error! Bookmark his defined.
condition and plans for his soon-to-be-released
album. Impresario Jay-Z has embraced Tumblr to
Crisis and risk management over social mediahis many pursuits Error!wrap them notinto a
unify ............................. and Bookmark all defined.
tidy Tumblr, "ultra-cool" package.

http://barackobama.tumblr.com/

8


Table of Contents
TypeJournalism

Journalism is such a(level 1) portion of Tumblr, that Tumblr recently hired Chris Mohney, its first 4
Type chapter title valued
Type chapter title (level 2)company's plan is to find editorial journalists to hand-pick the best Tumblr
Editor-in-Chief. The ..................................................................................................................................................... 5
Typelinks andtitle (level 3) .............................................................................................................................................. 6
chapter pages and showcase them. The company's plan is to find editorial journalists to
hand-pick the best Tumblr links and pages and showcase them. Tumblr's vice president
Andrew McLaughlin says that by supporting journalist members,Tumblr will be able to provide
Contents
original content that is "real journalism and analysis, not P.R. fluff."

Curiously enough, journalists among other publishers were
some of the first to fully embrace Tumblr. Mark Coatney
The opportunities for social media for financial servicessays of his ramp-up: "No onenot defined.
(formerly) of Newsweek companiesError! Bookmark at
Newsweek really knew what I was doing," allowing him the
freedom to develop a cutting-edge style for Newsweek's
Tumblr that quickly developed a following. Tumblr so
appreciated Coatney's efforts, they hired him as a media
evangelist. Now legitimate journalism brands like The
Contents Yogi Berra's hands, from The New
York Times' Lively Morgue Tumblr
Atlantic, and The Economist, and as far-ranging as Chile's La
Contents Nacion all have topical news tumblogs.
Error! Bookmark not defined.
Publishing houses are eager to work with Tumblr and no wonder - they, among all brands,
have an ever-flowing source of content and the editorial eye that turns a tumblr into not defined.
The opportunities for social media for financial services companiesError! Bookmark
somethingthe rules of engagement ...................................................... opportunity for cross-
Setting follow-worthy. For publisher especially, there is a great Error! Bookmark not defined.
channeland risk management over social media ............................. Error! Bookmark pulled and
Crisis marketing, where a small snippet from a more in-depth source might be not defined.
presented as a teaser or stand-alone piece. Rolling Stone, Elle Magazine, and Huffington Post
eModeration: of the major media presences on Tumblr. for Financial Organisations
are just a few The Guide to Social Media Engagement

9


Table of Contents


Contents
Image courtesy of FauxShot via deviantART
Getting Started

Before you set up a brand Tumblr, you will want to explore your competitor’s accounts:
Contents how other brands and individuals are using Tumblr and what kind of content and tone
review
they provide.
Creating a personal Tumblr to check out the tools and the lay of the land is in a would-be
brand Tumblrer's best interest, as experimenting with an account tied to Joe Smith is one defined.
The opportunities for social media for financial services companiesError! Bookmark not
thing, but jeopardizing your brand's ...................................................... Error! Bookmark not defined.
Setting the rules of engagement name equity is quite another: so we suggest you
experiment with management over social More details on set-up and particular issues defined.
Crisis and risk a personal account first. media ............................. Error! Bookmark not that will
be of interest to social media and marketing brand managers for establishing Tumblrs for
corporate use follow below.

Getting started with Tumblr is simple: its ease of use is one of the drivers of its popularity as a
microblogging platform. Upon registering, you'll have the opportunity to choose a URL. A
customized URL can be selected after the registration process.

Features

The Tumblr dashboard serves both as a publishing platform and an aggregate reader.
Posts can be reblogged and liked by followers directly from the dashboard menu.
Tumblr blogs can be linked with custom domain names. The “Ask” feature allows readers to
directly ask bloggers questions. The “Submit” feature allows readers to submit content to
other Tumblr blogs with the blogger’s approval.

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Table of Contents
Themes
Themes are the visual "look" of the blog. Free themes are available, but are considered
Typesomewhat passé by .............................................................................................................................................. 6
chapter title (level 3) the users. Themes are built in HTML or CSS and so can be custom
designed to suit your brand. Tumblr is all about simplicity, and that’s true of an individual
blog's look as well. Narrow content areas are the norm (800 pixels or less,) both as custom and
Contentsoptimize for mobile view.
to

Widget creators have helped enhance the personalization of even the most common
themes, and it isn't only the casual users who make use of these add-ons. The Economist's
Tumblr team embraced the use their bank? Banks are boring, right?Error! Bookmark not defined.
Who wants to ‘engage’ with of the Apture app for Facebook and Twitter integration,
adding practical features to the stripped-down Tumblr look. More useful widgets can be
found inand directory by ILoveTumblr.com.
Crisis this risk management over social media ............................. Error! Bookmark not defined.

The Bookmarklet
Contents
The Tumblr bookmarklet makes it simple to
post to Tumblr while surfing the web. Just drag
the Tumblr bookmarklet to your bookmarks
toolbar and use it when you find something
blog-worthy. Depending on the page’s
content,and risk management over social media ............................. Error! Bookmark not defined.
Crisis a window will pop up suggesting a
particular content format for your post. You
can change the post type Social Media
eModeration: The Guide toright there or Engagement for Financial Organisations
accept the suggestion.

Content

We have already covered in more depth in the first part of this guide, but beyond what types
of things are being posted is the issue of on what blog and for how long the content is
available. Unlike a traditional Wordpress blog or an established Twitter handle, an interesting
part of the Tumblr culture is the "disposable" blog, or one that has a short-shelf life and is built
on a transitory theme. Some brands have used specialty Tumblr blogs for short-lived
campaigns, for example Ann Taylor and Target.

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Table of Contents

Best chapter title (level 1)
Type Practices 4
Promotion of Fan Art and User Generated Content
Contents community that centers on visuals and design, it should
In a
be expected that fan art be part of the experience. Savvy
Contents
brands promote and elevate fan art via direct upload and Error! Bookmark not defined.
reblog. social in a regulated world ..................................................... Error! Bookmark not defined.
Being
Olympus and Tumblr for social media for user generated companiesError! Bookmark not defined.
The opportunities collaborated on a financial services
ontent projectrules of engagement ...................................................... Error! Bookmark the Tumblr HQ
Setting the that had Tumblr members uploading pics to
Fan art on display at
not defined.
an Olympus hosted Tumblr blog.

Contents
Livetumblring
Using a Tumblr brand blog as a live, second screen reblogging important screenshots,defined.
Contents Error! Bookmark not quotes,
animated GIFs, in a regulated world ..................................................... real time was a practiced
Being social and fan reactions to moments as they happen in Error! Bookmark not defined.
pioneered by the‘engage’ with theirof Doctor Who to great effect.
Who wants to American version bank? Banks are boring, right?Error! Bookmark not defined.
Click-through link
Setting a click-through link (what some call "watermarking") is a simple way to drive traffic
back to your official site or to your Tumblr blog once your post has been reblogged. To reach
the Tumblr click-through link, you can either include it as you write your post or add it via edit
after publishing. To create a link that loops back to the original post, once the post is
published, copy the direct url for the piece, then edit the post to reach the Set Click-Through
Link section.

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Table of Contents
Tumblr Famous
The definition of "Tumblr Famous" refers at least in part to
follower count. Tumblr fans will also use the term as a
Typepejorative. For brands, it is important to note that part of
being considered a legitimate part of the Tumblr
community is the level of participation the authors put in.
Contents
Reblogging, liking, and commenting on other blog's
material is part of the Tumblr culture.
MTVUK offers a teaser on Madonna
Repurposing to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined.
Who wants Content
Tumblr is an excellent platform for breathing new life into older content from your more
mainstream, risk managementsources. A tidbit or ............................. Error!during editing can
Crisis and long-form media over social media factoid that was cut Bookmark not defined.
make perfect sense on Tumblr, coupled with a repurposed visual. Likewise, a synopsis or
teaser with a visual from your long form content works on Tumblr when added in with a
redirect to the larger piece.
Contents
Contents
Tagging Error! Bookmark not defined.

Tagging a post in a regulated world ..................................................... Error! Bookmark not defined.
Being social with multiple descriptors may seem like overkill, but each of the tags will sort to
a different discovery stream. Tumblr users often surf from within Tumblr itself, so the more
exposure you give a post, the more ...................................................... Error! Bookmark not defined.
Setting the rules of engagement likely it is to be read for a new follower to be added.
It is considered to be good Tumblr etiquette to alert followers in a spoiler about trigger posts.
Animated GIFs are very popular on Twitter, but the strobe Financial Organisations
eModeration: The Guide to Social Media Engagement for effect can cause epileptic seizures.
Likewise, some extreme visuals may serve as psychological triggers for eating disorders, self-
harm, or post-traumatic stress disorder.

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Table of Contents
Accessibility
TypeFeeds and Subscriptions
Tumblr is a self-referential world. While follows and reblogs are desired, it is important to make
sure your Tumblr blog is accessible to non-Tumblr people as well. The fansite ILoveTumblr has
Contents
identified the following conversion points: an accessible feed, an email list, and an opt-in
form.
Comments to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined.
Who wants
The default Tumblr blog does not have a native commenting system. To make interaction as
fluid as possible, managementto add the Disqus add-in. Moderation of Bookmark not defined.
Crisis and risk you will need over social media ............................. Error! comments is possible
via the Disqus admin panel. Disqus allows comments to be posted as stand-alone blog posts -
a great way to value contributors and introduce a topic to a wider audience.

Contents
Integration
To make sharing seamless, a custom-built theme should include Twitter and Facebook
integration for readers and followers. For management, third party tools will allow you defined.
Being social in a regulated world ..................................................... Error! Bookmark not to post
and track from one central dashboard. Some of the integrations available include: Hootsuite,
NetVibes, Postling, Tweetdeck.

Monitoring The Guide to Social Media Engagement for Financial Organisations
eModeration:
Built-in analytics are lacking on Tumblr. Beyond a follower count, there isn't much to be
gleaned from Tumblr-provided tools. During February 2012's Social Media Week, one panelist
joked, "They basically need to hire someone to figure out what the hell they’re doing."

Some third party providers can fill in
the gap. Google Analytics can
provide data on Tumblr once the
blog has been enabled. TumblrStats
allows you to call up any Tumblr
blog by username and is useful for a
top down look at your Tumblr as well
as for performing research on other
blogs' use. TumblrStats also allows

the data to be shared via permalink, a nice
Sample data from TumblrStats
feature for a free tool.

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Table of Contents
TypeChallenges

Type chapter title (level 2)Memes
Trending Tumblr ..................................................................................................................................................... 5
TypeParticipating(leveltrending Tumblr meme can be one way for a brand to show its more
chapter title in a 3) .............................................................................................................................................. 6
approachable side on Tumblr. The "Explore" link on Tumblr (currently located on the
Dashboard's sidebar) can help surface current topics and interests, and the "Search" feature
Contents a "Track" option as well. Sites like KnowYourMeme and TrendHunter aggregate
offers
knowledge on a popular trends. Reviewing the history of a meme Error! Bookmark not defined.
Contents before jumping in is a wise
step to avoid an inadvertent #socialfail.
Spamming / Phishing
Tumblr increasingly is dealing with spam media ............................. Error! Bookmark not defined.
Tumblrs that auto-follow and reblog
content. Spam accounts, phishing
accounts, accounts focused on content
Contents
you'd rather not have associated in any
form with your Tumblr community
(pornography, self-harm, etc.) can be
blocked from following, commenting, and reblogging your content via the "Block" feature.
Reblogging
eModeration: The Guide Tumblr meme without understanding the context can be risky
Just as participating in a to Social Media Engagement for Financial Organisations
business, so can reblogging without reviewing the content of the original Tumblr blog. To
avoided a negative association due to unsavory content, an important step in the
reblogging process for a brand is to review the blog before posting. Many Tumblr blogs are
dedicated to unsavory topics (thinspo, cutting, pornography, etc.) Although Tumblr recently
instituted a "no self-harm" policy, the nature of the platform with its individualized subject
streams still lends itself to niche subjects.

Reposting, or using another Tumblr's content without using the "Reblog" feature, is considered
to be very poor form on Tumblr.

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Table of Contents
Thoughts ontitle (level 1)
Type chapter Tumblr 4
In our research on Tumblr, we were happy to discover many concrete and insightful quotes
Typefrom Tumblr brand3) .............................................................................................................................................. 6
chapter title (level practitioners. A few of these follow below.

On Tumblr strategy:
Contents the people on here who use Tumblr for work have a strategy?
“Do
The reason I ask is because I don’t think I have a strategy — and I think that’s why Tumblr
works so well. And a person just called and asked what my strategy was and I had to admit
Being social in a regulated world ..................................................... and I Bookmark not need to
that there isn’t one Error! Tumblr when I defined.
take a 30-second mental break.
The way I think of Tumblr is that it’s kind of a
Crisis and risk management over social media ............................. Error! Bookmark not site.
free-for-all, post-what-have-you kind of defined.
Some stuff works and some stuff doesn’t. I
usually post when I need to take a mental
breather from writing stuff for freshair.npr.org.
Contents Sometimes I post 3 times a day. Sometimes 10.
Sometimes I take a break from writing (the bulk
of my day) and go through the Dashboard.”
- Melody Kramer, Associate Producer, NPR's
Fresh Air with Terry Gross, on FreshAir on Tumblr
On brands and use:
“Tumblr is not for every brand, though. Retail
eModeration: The Guide to Social Media Engagement for wish to show new collections,
brands that Financial Organisations
event photos from your company or client,
sharing new work, micro-sites on the cheap,
and pop-up stores are what it’s best suited for.
As with any social media platform, you should
be interesting, consistent, and social. You
should keep your pages fresh, and most
importantly, you should interact with the Tumblr
community as a whole. Every time you share
something from another Tumblr, answer a
question, like a post and add a comment, is an
extra link to your own page.”
- Flowers Communication Group

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Table of Contents
On analytics:
“What fashion brands need from Tumblr? An analytics dashboard! We are on all
Type here managing blogs with the help of Google Analytics, but there is nothing
chapter title (level 1) 4
catering to the Tumblr only based metrics — reblogs, likes, followers, etc. There is
nothing out there to help brands quantify their presence here. What works?
What doesn’t? And it’s not about visitors- it’s about engagement in the oh so
tumblr way.”
Contents - Jessica Coghan, Director of Digital Media at Starworks Group, via her personal
Tumblr blog

OnBeing social intools:
commenting a regulated world ..................................................... Error! Bookmark not defined.
Who wants is part blogging platform, part social network right?Error! Bookmark not defined.
“Tumblr to ‘engage’ with their bank? Banks are boring, - and it does the former
far, far better than the latter. It can be immensely difficult to engage in
conversation with followers or with other bloggers.
Often one of our posts will be reblogged with an additional comment to which
I'd like to respond: the only effective way to do this is to reblog my own post,
which I'm loathe to do. Tumblr lets readers reply to your posts - it even has a
Contents feature allowing you to request responses - but there's no way to then respond
to them without screengrabbing their message and publishing a new post
(which they then might well never see).
Being social in a regulated and participate in, more conversations on the site if the
I would definitely start, world ..................................................... Error! Bookmark not defined.
social features were more appropriate. “
- Mark Johnson, Community Editor for The Economist and The Economist'sTumblr, via
Quora


17


Table of Contents
TypeIs Tumblr (level 3)for your brand?
chapter title right .............................................................................................................................................. 3

What works really well on Tumblr are small snips of media that come from original content,
reblogs and added opinions on content that is shared. Some brands have enthusiasts ready
to blog, but without a built-in audience (General Electric's Tumblr is a prime example.) Other
brands seem a natural fit with Tumblr (young, design-oriented,) but are so far missing from the
platform.
Contents
Without a committed curator, however, no Tumblr blog is successful. The content stream has
to remain constant and engaging, otherwise even strong starts can end with a string of
unfollows. Thatto ‘engage’ withenergy can be taxing to thoseright?Error! their Tumblrnot defined.
Who wants kind of creative their bank? Banks are boring, who view Bookmark curation
as a duty instead of a recreation. While some content is text, audio, or video, the vast not defined.
The opportunities for social media for financial services companiesError! Bookmark
majority ofthe rulespresented is visual - and that can be a hard fit for brands that are unwilling
Setting what is of engagement ...................................................... Error! Bookmark not defined.
to blatantly push product but are unclear on what other visual content they have to present.

A successful Tumblr blog has a clear eye and vision. While an ordinary user can start a new
Contents whenever he likes, for a brand the stakes of experimenting are much higher.
Tumblr



18


Table of Contents
TypeAbouttitle (level 3) .............................................................................................................................................. 3
chapter eModeration

TypeeModeration Limited is an award-winning social media management agency. It works with
some of the world’s biggest brands (including BBC Worldwide, ITV, HSBC, MTV, Sony Mobile,
ESPN, Hyundai, Smirnoff, the LEGO Group, Sprint and The Economist) and agencies (including
Contents
Starcom MediaVest Group, Wieden + Kennedy, Ogilvy, Saatchi & Saatchi, DDB Worldwide,
Crispin Porter + Bogusky and Publicis Groupe).
Based in London UK, with offices in Los Angeles and New York, eModeration provides multi-
lingual moderation and community management services, consultancy and social media crisis
management rules of engagementthe TV, entertainment and digital publishing industry and blue
Setting the training to clients in ...................................................... Error! Bookmark not defined.
chip clients hosting online communities. media ............................. Error! Bookmark not defined.

Committed to ethical business practices and to the promotion of child online safety,
eModeration's CEO Tamara Littleton recently worked with the UK Government department
Contents
UKCCIS to produce its guidelines on how to moderate online environments for children.
eModeration contributes to the growth of knowledge in the social media world via its white
papers, blogs and seminars, and has a strong roster of returning clients who appreciate the high
quality opportunities for social media for financial services companiesError! Bookmark not defined.
The of its services.
Media and blogger contacts: over social media ............................. Error! Bookmark not defined.
Crisis and risk management
For eModeration: To speak to Tamara Littleton, CEO, eModeration, please contact: Kate Hartley,
eModeration: The Guide to Social 178 5052 / email kate.hartley@carrotcomms.co.uk
Carrot Communications, Tel: 0203 Media Engagement for Financial Organisations

© eModeration Limited 2012. This document is the intellectual property of eModeration Limited and may not be duplicated or
disclosed to any third party without the written permission of an authorised officer of the company.

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