Companies such as IBM, Huggies, EMI and J. Crew have been building a marketing presence on Tumblr, with most brands aiming to produce short, snappy content in the hope of earning reblogs from other users. Still, marketers say, Tumblr remains a second-string option for most brands: Nice to have, but no substitute for Twitter and Facebook. "Tumblr can be fun, but if you don't have the fundamentals behind your brand online, then it's not something you should be focusing on," said Jason Keath, founder of Social Fresh.

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