Recently, Champs Sports, ESPN.com, General Electric, and Cole Haan, among others, added their Tumblr addresses into display and TV ads. Tumblr has been a destination that’s “on the up” for some time, having now grown to over 102 million blogs, so this brand attention isn’t surprising. Media fragmentation – consumers accessing digital sites from an increasingly diverse set of screens – is well-acknowledged. But now we have social fragmentation as well. B2C social is no longer just Facebook and Twitter. For brands looking to drive awareness in the consumer space, it’s a social patchwork of Facebook, Twitter, Instagram, Tumblr, Pinterest, and YouTube – each with its own zeitgeist and rules of engagement.
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