Tumblr is an emerging social media site that marketers are becoming more aware of.  Tumblr is a blogging platform that aggregates online content on a particular theme.  The great thing about Tumblr is that it isn’t an obvious marketing application, but IBM, EMI and Universal Music have all created tumblelogs that helps them control their message online, reward fans and in one company’s case (IBM), position itself as a thought leader on a given topic.

Marketers are able to provide links via blogs, but Tumblr makes it easier to aggregate content like news articles and video.  The site has a “follow” function, similar to Twitter, and a “like” feature similar to Facebook or Digg.  Users can also take a tumblelog and reblog the post onto their own Tumblr page, making the story more viral.

Companies are drawn to Tumblr because it is a way for marketers to control their message, but also allows companies to reward their most loyal consumers by offering them a platform to discuss their opinions.

To read more about Tumblr and how IBM is effectively utilizing this upcoming social media site, go to: http://www.brandweek.com/bw/content_display/news-and-features/direct/e3ibdf529f18374f6c94a8e9a9a8af1b137

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