Page 246 - Social Media Marketing for Dummies

Finding and Sharing the Good Stuff

You already know that the first two things you need to consider when adding a
new platform to your social media strategy are the following:

» How it will serve your customers.
Are your customers currently on Tumblr? Make sure to confirm this and
understand how your customers are using it. If you serve a young demo-
graphic, make sure to incorporate the playful spirit of other Tumblr blogs.
If your audience fits the demographic but is a bit older, don’t be afraid to use
your blog to show off your media. IBM does a great job of using Tumblr to
communicate its message (check it out at http://ibmblr.tumblr.com/),
by displaying a variety of categories, as shown in Figure 15-3.

» How it will integrate with your channel strategy.
Your strategy must be the centerpiece of everything you do, and you need to
conduct your Tumblr in a way that integrates this strategy. If a majority of
your users are not yet on Tumblr in any great numbers, you might consider
using it to enhance your current distribution — for example, include links on
your other channels to media on Tumblr.

FIGURE 15-3:
IBM categories on
Tumblr.

230 PART 3 Reaching Your Audience via Mainstream Social Platforms