Tumblr to Get a Scan for Brand Sentiment

Published 08/22 2014 08:38PM

Updated 08/22 2014 08:40PM

Item: “A scan for brand sentiment” sounds fairly high level and complicated, but what it boils down to is this: A company named Ditto Labs is going to scan the entirety of Tumblr for images centered on brands and their context. They will then take that content and provide said brands with a breakdown of how well their brand is represented on the platform. It should be noted that, according to Tumblr’s head Business Development, they’re not planning to do anything ad related, “Right now.”

Why it Matters: Our thoughts and feelings have all been poured out into social media, so who can blame brands for mining all of that content to help them understand what’s being said about them? We discovered in the early days of social media that brands no longer “owned” their brand anymore—anyone could talk about it, and there was no longer assurance that the brand message was being protected. The emerging trend is around brands competing for this type of information and partnering with technology to be the ones to “own” it, so they can resell it as data or use it for their own strategic planning.

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