Facebook, Twitter and YouTube have proven to be the 600-lb gorillas of the social media landscape. Other social networks, such as FourSquare, LinkedIn and newbie Pinterest have also shown to be valuable players in this space. Another up and comer that often gets overlooked is Tumblr.
For those unfamiliar with Tumblr, it’s a hybrid social network and blog that has amassed close to 50 million users. It allows users to post multimedia to a short-form blog (a.k.a. a tumblelog) — great for content that is too long for Twitter and can otherwise get lost on Facebook.
My agency, GolinHarris, recently setup a tumblelog for the State Attorneys General and Consumer Protection Agencies, the National Highway Safety Administration (NHTSA) and the Ad Council’s “Stop the Texts. Stop the Wrecks.” texting and driving prevention campaign at stopthetexts.tumblr.com.
The objective of this tumblelog is to provide a platform for campaign supporters to post an open letter to young adults imploring them not to text while driving. Once the letter has been posted, the user can easily share it on their social networks and others can come to the site to see all letters that have been posted. Note, for this tumblelog, we chose a special template that displays the letters in a stacked paper theme (there are an array of themes to choose from at www.tumblr.com/themes). With this format, when a user hovers over the virtual stack of papers, the content quickly sorts into an easy-to-use grid format and users can quickly scan through the letters and select which one they want to read.
As an agency, we liked Tumblr for this campaign, and others that we manage (e.g., http://virginiaenergysense.tumblr.com), for several reasons:
• It allows us to provide a visually engaging platform to display content.
• Design and development is not complex (there are also ready-to-use templates that you can employ without customization, if desired).
• It’s easy to manage on the back-end and easy for audiences to use on the front-end.
• Social sharing tools are already built in, ensuring the content can also reach users on Facebook and Twitter.
Over the past month, “the Stop the Texts” tumblelog has worked great as a platform for collecting and displaying letters in support of our issue. Some other social marketing campaigns that have used Tumblr include:
These examples and others, which can be viewed at www.tumblr.com/spotlight/non-profits, show that Tumblr can serve as a valuable tool to include in your social media arsenal. So, think if it’s time for your initiative to take a tumble and have fun with it from there!