104 THE POWER OF VISUAL STORYTELLING While IBM does not produce products that are directly suited to the Tumblr crowd, the company has built a successful presence as a content curator. The company shares business and technology information (vid- eos, graphs, photos, infographics, and short posts), and it has built up a community called A Smarter Planet around their expertise (http://smarter planet.tumblr.com). The World Bank has shown that you can have great success on Tumblr despite not falling into any of the traditional Tumblr categories. The orga- nization’s leadership team has been using social media for a few years as a way of sharing the World Bank’s mission and message, but they wanted to use Tumblr specifically to give an interesting angle on what the World Bank does. The team set up to run the account made use of the very exten- sive data bank that the organization has collected over the years to post charts, along with short explanations, to visualize the fight against world poverty. The blog is clean and simple, with clear data that cleverly makes the best of the organization’s role. The World Bank Data Vis Tumblr page (http://worldbank.tumblr.com) has received all kinds of positive attention online, and it has turned out to be a great success, according to social media strategist and site creator Liana Pistell. She made the wealth of data digestible and interesting, and the outreach to the Tumblr audience fit 124 perfectly with the organization’s wider strategies. It’s essential to have a strong and simple theme to your Tumblr blog. Coca-Cola’s theme Where Happiness Lives Online (http://coca-cola .tumblr.com) captures the message of the brand perfectly with photos, car- toons, quotes, GIFs, and video snippets that support Coca-Cola’s message of happiness. The brand representative says: “Random bursts of Happiness and Positivity is the heart of Tumblr. That’s why Coke’s teen fans flock to it to share those expressions with each other, and that’s why the brand belongs here. Wherever Happiness is being shared, Coke is bound to be there.” The blog attracted over 12,000 visitors, 1,300 followers, and 300 notes and reblogs in the first six weeks since launching in December 2011, and it has fulfilled the purpose of a high level of teen engagement with a 125 focus on positive content and community building.