Plenty of social media tools measure sentiment—how people feel about the topics they post updates about, including brands—but generally, those tools are limited to evaluating what people say in text.
More and more, people use photos to communicate with one another. That’s especially true on Tumblr, the blogging platform that Yahoo acquired for $1.1 billion in May 2013. With that in mind, Tumblr has just inked a deal with Massachusetts company Ditto Labs
to measure brand sentiment in images posted to the site.
"If Coke wants to understand the nature of the conversation [about them on Tumblr, Ditto] can sift through and deliver it to Coke," T.R. Newcomb, head of business development for Tumblr, told Mashable
The data won’t be used to market directly to Tumblr users—at least not yet—but the new tool gives marketers a potentially huge trove of information about how people perceive the brands they work for. According to Ditto’s website, the firm gathers data on when photos featuring brand logos or products are posted, who is posting them, and what people's facial expressions are in those photos. It then compares those data against comparable information about competing brands.
reports that other social media companies—Pinterest and Facebook in particular—also have hired firms to examine user photos for marketing purposes, but Tumblr is the first out of the gate with the technology.