Jenn Deering Davis

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Game of Thrones season 3 premiered on HBO last night, and Tumblr’s conversation about it spiked for the occasion: out of 118k GoT-related posts in the past month, nearly a quarter (just over 23%) were made the night of the premiere.

Overall, 180k Tumblr users posted, reblogged and liked GoT posts on March 31st, earning a total of 354.5k notes so far. 

What were some of the popular tags? The name of the show and its most common abbreviation - GoT - took the top two spots and were followed with a mixture of character names (Daenerys Targaryen, Sansa Stark, Jon Snow), the actors who portray those characters (Emilia Clark as Daenerys, Sophie Turner as Sansa, and Kit Harington as Jon Snow; see the full cast and crew here), and the name and abbreviation for the book series the show is based on (A Song of Ice and Fire or ASOIAF, written by George R.R. Martin). 

Are you a Game of Thrones fan? Did you watch the show yesterday? And more importantly, did you post about it on Tumblr?

Reblog and talk about it, and Tyrion won’t have to slap you. 

Union Metrics: Tumblr Myth: Tumblr isn't worth my time

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Tumblr Myth: Tumblr isn’t worth my time

The typical engagement with a Facebook post lasts18 hours, and Twitter gets - wait for it -18 minutes. In these channels, you need a constant stream of content around your brand, or you’ll simply get lost in the noise. That’s not a bad thing; it encourages frequent interaction that builds relationships over time. If you want a platform that’s going to give your branding a longer shelf life, however, you should look to Tumblr. (And there’s no reason you can’t take advantage of the strengths of multiple platforms.)

We took a look at this in January with the2013 broadcast of The Golden Globes. Activity on the most popular tweets fell off sharply after the initial tweeting of them, while Tumblr posts continued to gain traction. The show was broadcast on January 13; one day later, 47k posts were created on Tumblr about the Golden Globes by a community of nearly 577k people, gaining a total of 1.8 million notes. By January 29, 79k posts had been made by 1.4 million contributors, earning nearly 5 million notes. After the spike in original posts the night of the show, most of the action took place in the form of reblogs and likes: the same original content was still being shared weeks after the show aired, with double the number of participants as we saw immediately following the show.

More…

Some interesting data about the longevity of Tumblr content. Read the full post for more. 

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This Week in Social Analytics on Tumblr: Tumblr Is Worth a Look at For Your Business

“Back in December, Princeton senior and co-founder of Branch, Josh Miller, wrote a piece on the use of certain social networking platforms utilized by his 15-year-old sister. The piece inspired Garry Tan, co-founder of Posthaven and Partner at Y-Combinator to run a quick survey on the matter. Tan found that both of his surveyed groups, aged 13-18 and 19-25, utilized Tumblr at a greater level than most of us probably imagined.

The results are graphed [above], representing the % of respondents who said that they used X platform for at least several hours in a week.”

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The many views from the Union Metrics SXSWi suite at the Hilton. Did you stop by for a happy hour or our Tumblr brunch? Reply or reblog with your photo! (And more importantly, thanks for coming by!) 

I miss our suite already. Thank you to all who came!

Union Metrics: How the new Twitter API updates will impact TweetReach

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As you know, we’ve been working to integrate Twitter’s new API updates into TweetReach. Today, those changes go into effect across TweetReach, so we want to make sure you know what’s changing and how it will impact you. 

We rolled out some updates to TweetReach today. Check out the TweetReach blog for a full list of changes. 

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The winner of the Oscars on Tumblr? Everyone’s new best friend and the recipient of the 85th Academy Award for Best Actress, Jennifer Lawrence. 

JLaw was the subject of half of the top ten Oscar-related Tumblr posts, and was the third most popular tag overall. 13k posts were created about the Silver Linings Playbook actress last night, resulting in nearly 1.2 million notes so far. (That sound you hear is the dull roar of a million JLaw GIF-sets being reblogged.) 

Which moment of the night was your favorite? 

It’s because Jennifer Lawrence is so great. 

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Good news, everyone! We have a brand new Union Metrics for Tumblr subscription plan. With it, you can monitor up to four blogs and one topic at once, for $199 per month. It’s great for small to medium-sized agencies and brands, or any company just starting to explore Tumblr’s possibilities for marketing. You can sign up for a free trial here.

As a reminder, our tools provide listening, engagement and influencer analytics for any blog or any topic, keyword or tag on Tumblr. And we’re Tumblr’s preferred analytics provider. You can read more about our product and pricing here.

Finally - and this is important - for those of you who don’t work at a company or agency with a big social media budget, we haven’t forgotten about you! We’re committed to providing a range of analytics tools for every Tumblr use case, including a free option for personal blogs. We’ve got lots more coming soon, so stay tuned. 

If you have any questions or feedback, we’d love to hear them. Please feel free to contact us anytime.

We’re continuing to add more products and pricing for our Tumblr analytics. Lots more on the way! Let me know if you have any questions. 

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We’re so excited that it’s almost time for SXSWi 2013— we’ll be there, and we’d love to see you!  Email us if you’d like an invite to our brunch. Some friends from Tumblr will be there, too.

Also be sure to let us know if you’re going to be on a panel, and come see our co-founder Jenn Deering Davis on hers: How Twitter Has Changed How We Watch TV.

Are you excited yet? 

Come see us in Austin! Let me know if you’d like to get on our happy hour or brunch list. 

Union Metrics: Tumblr Myth #2: It's only for visually based brands

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Tumblr is your chance to get really creative with your brand, even if it isn’t a traditionally creative field or product that instantly lends itself to visual representation. You can take a reimagined, illustrative approach with your content on Tumblr that just isn’t possible with text or traditional display ads on other channels. Use this opportunity to find a way to share aspects of your brand visually. 

Busting more Tumblr myths on the Union Metrics blog!

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Awards season is upon us, and this year it kicked off with Tina Fey and Amy Poehler taking over hosting duties at the 70th Golden Globe Awards. We love the Golden Globes; this is the third year we’ve monitored tweets about the event (see our 2012 and 2011 coverage). This year, we’ve been tracking all the social media buzz before, during and after the awards show that aired on Sunday, January 13, 2013, again in conjunction with mhCarter Consulting and the Hollywood Foreign Press Association. And we didn’t just stick to Twitter either; for the first time, we also took a look at the night’s Tumblr data!

What were people talking about on Tumblr? 

Tumblr saw 47.6k posts about the Golden Globes the night of the show. Flouting convention, the majority of the posts were text posts rather than photos: 31K text posts and 18K photo posts. However, the photo posts saw much higher engagement rates. For the total 1.8 million notes, nearly 1.5 million of those notes were on photo posts (814.7K reblogs and 668.2K likes) compared to the smaller 231K notes for text posts.

The most popular post was a GIF of Anne Hathaway accepting her award for Best Performance by an Actress in a Supporting Role in a Motion Picture, for Les Miserables: 

This post from Beaver Paralyzer earned 66.6K notes in just a few hours, which includes 153 direct reblogs, 36.9K amplified reblogs, and 29.5K likes. The reblog tree for this post was impressively extensive, showing the majority of reblogs occurred out past the 9th degree, suggesting a very diverse pool of curators:

Indeed, the entire tree doesn’t easily fit on a screen; that’s a little more than half of it there.

The second and third most popular Tumblr posts were also GIFs, in this case two GIF-sets of the hosts making jokes between awards. They’ve already garnered 41.8k and 37.2k notes, respectively.

Read on for the night’s big Twitter numbers, and what we think this all means for the future of social platforms and television. 

Check out our analysis of Twitter and Tumblr’s response to the Golden Globes.