This document provides guidance on leveraging Tumblr for business purposes. It begins with an overview of Tumblr, noting it has over 350 million blogs and 150 billion posts, and that content on Tumblr can include text, audio, photos, links and videos. It then discusses Tumblr's demographics and reasons why businesses should use it, such as encouraging creative storytelling, search engine optimization, customer insights and relationship building. Next, it outlines a 7 step process to set up a business on Tumblr and provides examples of key performance indicators to measure. It also summarizes Universal Music Canada's effective use of Tumblr to engage audiences.