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Ask Shama: Is Tumblr worth the effort?

Dear Shama,

Our CEO has been asking us (the marketing department) about Tumblr since the news that Yahoo bought the site hit the media. We already have a presence on Facebook and Twitter, and I am unsure if we should add Tumblr to the list. What are your thoughts on the micro blogging site? Is it worth the time to setup, manage, and monitor yet another platform?

— Susie