Social Media And Marketing

Running Head: Social Media And Marketing
SOCIAL MEDIA AND MARKETING

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Social Media And Marketing
Table of Contents
1. Company background..................................................................................................................3
2. Business model of the company providing the service...............................................................3
3. Functionality and features............................................................................................................6
4. Evaluation of the tool for marketing purposes............................................................................9
References......................................................................................................................................15

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Social Media And Marketing
1. Company background
Name of the service that is selected for this assignment is Tumblr. This social media service is
a microblogging and social networking website. URL of this social media service is
https://www.Tumblr.com. Date of launch of this service is February 19, 2007, and this social
media service was founded by David Karp (Tumblr.com, 2019). The parent company of this
service is Verizon media and it’s headquarter is located in New York City. Currently, it is owned
by Oath Inc (Yahoo). It provides various types of services to its users, which includes
microblogging. This service allows business users to post different attractive multimedia and
other meaningful contents in a short-form blog. Moreover, different users of Tumblr can also
follow other users in the business community. In this social media service, users can also do
private blogging (Tumblr.com, 2019). In addition, queuing of posts is another essential service of
this social media channel. Users can set up a proper schedule for delaying their posts regarding
products or services. Other services like tagging potential audience and HTML editing can be
performed by this innovative service. Messaging is another essential service that is provided by
Tumblr. Therefore, direct interaction with the audience can be performed by a business user and
hence facilitating the marketing process.
2. Business model of the company providing the service
Just like other social media channels, Tumblr makes money through targeted advertisements
by utilizing huge user base. These are sponsored posts that are placed on user’s dashboard.

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Social Media And Marketing
Figure 1: Sponsored post on Tumblr
(Source: Tumblr.com, 2019)
Tumblr social media service earns $15.1 million per year mostly from advertisements that run on
this platform (Tumblr.com, 2019). However, the revenue is dropping as the company is losing
popularity gradually. The sponsored day is another way of making profit adopted by Tumblr. In
this process, brands can own a day at Tumblr through buying a cross-platform exclusive
promotion. The business brand gets featured on the homepage and in the dashboard of other
users.