Brands have a new way to monitor activity of Tumblr via a new partnership between Crimson Hexagon and the Yahoo-owned blogging platform.
The social media analytics firm is now a Tumblr Preferred Analytics Partner with access to Tumblr’s ‘firehose’, a real-time feed of all public activity on the network.
Tumblr hosts over 245 million blogs and is home to more than 115 billion posts; over 85 million posts are created on the sites every day.
Crimson Hexagon can now provide brands and agencies with greater insights into the social conversation on Tumblr, including popular topics and sentiment, to help drive decision-making across all areas of the business.
As a Preferred Analytics Partner, Crimson Hexagon can utilise Tumblr data to identify instances of brand mentions and logos, measure conversation volumes and analyse sentiment drivers.
Brands and agencies can then use Crimson Hexagon’s capabilities to gain a better understanding of the customer’s voice, advance their presence on Tumblr and optimise product and marketing initiatives.
“By using Crimson Hexagon’s Tumblr data, we have expanded our view of online conversation, which allows us to discover new communities of brand-loyal customers for our clients,” said Eric Beane, managing director of analytics and insights at VML. “It helps us to identify ways to connect to these audience segments with more relevant, engaging content and enhance the experiences with the brands they love.”
Tumblr Preferred Analytics Partners are rigorously evaluated based on their ability to provide meaningful and accurate information.
John Donnelly III, senior vice president of global sales and marketing at Crimson Hexagon, said, “As we evaluate product and partnership decisions, our goal is always to be where our customers are and ensure that we’re providing them with valuable consumer insights. Through the Preferred Analytics Partner program, Crimson Hexagon users now have the ability glean insights that can help drive strategic business decisions.”