Tumblr is a great platform for brands, but you need to be sensitive to the site's users' specific sensibilities, Kevin Allen writes. Aim for content-rich, image-heavy posts that deliver real value to your readers, and don't try too hard to go viral. "[M]emes aren't created. They just happen. Brands who try to force it in this medium will find themselves on the wrong side of ridicule," Allen writes.

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