By now, you are well aware of Facebook, Twitter, and some of the major blogging platforms. If you want to become well-versed in the world of blogging or social networking so your business can thrive, then you have spent a considerable amount of time learning these major players. While each of these can bring success to your business, the markets for these social networking giants can often feel overcrowded.

Another platform has slowly been emerging among a younger crowd with the intention of taking its place among the giants as a hybrid, part-blogging platform, part-social networking tool. That platform is Tumblr.

With Tumblr, it is easy to post pictures, videos, short musings (à la Twitter), and comes with a feature known as "reblogging," which makes for extended conversations and discussions. What you post on Tumblr is essentially up to you, as its whole reason for existence is to promote a collage-like platform full of things that are of interest to you.

So how do you use Tumblr to your company's advantage?

The keys to Tumblr lie in the content that you post and the amount of time you are willing to put into making this work as part of your social media strategy. With so many ways to use Tumblr, some companies may find it difficult developing a centralized focus. Here are a few ways to help with that:

• Content - For companies that have difficulty finding a use for Tumblr, think of it as the platform that allows you to advertise your company without physically doing so. It gives you the opportunity to interact with an audience rather than simply encouraging people to visit your site to utilize your services. For instance, if you are a healthcare source, a Tumblr can be full of health tips, exercise videos, discussions about good health, etc. Allow your Tumblr to be the creative voice of your company.

• Time Management - It is true that managing a Tumblr will take more time than Facebook or Twitter. Their simplicity is what makes them the Big Two of social networking. Others will say that it is harder to gauge the traffic that Tumblr generates, which is true only to an extent. But it depends on the content you post and where you want it to lead. Plus, the feature of having followers can at least track those who are truly interested in what you are doing.

That is the ultimate key to Tumblr; it's full of people who are truly interested in what you have to say. People are looking for things of interest, not advertisements. You can inadvertently direct people to your product or service by providing fun or engaging material, quality discussions, and a generally "hip" presence. We are all consumers here - wouldn't we all be more inclined to see what a company had to offer if it provided what was listed above?

The easily-customizable interface and ease of posting makes it a trendy new way to blog. It's as good as Twitter, but not confined to 140 characters. It offers the communication of Facebook, but doesn't look as sterile. It's something a key demographic is using more and more, and only makes sense for companies to investigate its potential.

Tumblr is gaining steam in the social media world. With the ability to have all your Tumblr posts show up on your Twitter or Facebook as well, it is becoming much easier to incorporate this platform into your social networking strategy. Not to mention it's SEO friendly.

Let your company develop a new voice among a new audience. Sure, it's a leap of faith getting involved with Tumblr, but if done right, it's worth the risk.