Tumblr users measure their success on the blogging platform in the number of likes and reblogs their posts receive, but brands and agencies need more sophisticated ways to measure the impact of their social media campaigns.
Simply Measured has added Tumblr to its analytics and reporting platform so that companies can analyze engagement, measure themselves against their competitors, and track their blog’s performance on Tumblr in the context of their other social networks.
Simply Measured, a certified partner, has access to the the Tumblr firehose through Gnip.
The metrics go beyond reblogs and likes to include the amplification and longevity of reblogs over time, follower growth and engagement, and identifying a brand’s influencers.
These numbers can be compared to those of 10 other Tumblr blogs, as well as measured against the company’s audience size and growth on its other networks including Facebook, Twitter, Instagram, YouTube, Vine, LinkedIn and Google+. The platform also connects to Google Analytics for data related to traffic sources and user behavior.
The reports can be exported to Excel and PowerPoint.
“We’re excited to partner with Simply Measured to bring these enterprise-level analytics to brands and agencies,” said Lee Brown, global head of sales at Tumblr, in a statement. “As brands increasingly find their audience on Tumblr, it’s important for them to understand the deep engagement and see how valuable that interaction is. Simply Measured helps to put it all together, delivering insights from the Tumblr network that everyone can appreciate.”
Simply Measured has already been testing the service with brands including adidas, Corbis and Deep Focus and will roll it out to all of its customers starting today.
Said Ian Schafer, CEO and founder of digital agency Deep Focus, “Tumblr is an important network for many of our clients. With an active and interested user-base, the opportunity there is huge. The way Simply Measured has brought Tumblr data into the same system as our other networks has been very helpful. Pairing Tumblr with the Simply Measured data we love helps us understand our consumers and audience better than ever.”