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Are Social CRM Strategists Falling For Tumblr?
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Businesses have been posting, tweeting and now even pinning their hearts out all over the Web in hopes of getting those coveted customer clicks of approval. But is tumbling more pain than gain?
Since its 2007 launch, Tumblr, the New York-based "micro-blogging platform," has created over 70 million blog URLs for its users, ranking it among the top twenty most trafficked sites in the U.S., according to Quantcast Corp., a company that provides website traffic and audience composition reports.
Tumblr is pared down to the basics for one-click publishing in a variety of forms: text, photo, quote, chat, link, audio and video. Similar to Pinterest's "re-pinning" process, content is spread easily and rapidly as users "re-blog" other peoples' posts.
Though this trademark simplicity is a huge draw for consumers -- Tumblr has even surpassed blog platform giant WordPress in URL count -- the ability for businesses to cash in on the burgeoning site is less cut and dry.
"The appeal of Tumblr for the consumer market [is] its simplicity," said Zach Hofer-Shall, a customer intelligence analyst at Cambridge, Mass.-based Forrester Research Inc. "But for businesses, that's not what they're looking for. Businesses need functionality, they need security, they need ownership, and all the things that might go with a [more] heavy-handed technology."
Read the entire SearchCRM article
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