When analyzing sentiment across various social networks, Adobe found Tumblr to be the most positive. Furthermore, Tumblr suffers from what the index calls the last-click penalty. Analyzing consumers’ online shopping habits, the report finds Tumblr often plays a role in the early stage of a person’s shopping ‘journey,’ but doesn’t directly refer shoppers to e-commerce sites. ‘The beginning of your journey started with social media, but it didn’t get any credit,’ Gaffney explained, noting Tumblr is ‘450% devalued based on how marketers measure social media’ effectiveness on retail sites.
'It's a small network compared with some of the other ones. There's a lot of opportunity with Tumblr that hasn't been recognized,' Gaffney says. 'As we go into Q4 with holiday shopping and marketing gets placed, it might be an interesting strategy to add Tumblr.'