(tumblr.com, 2013)

True Tales of Tumblr’s Terms

Some things you ought to know about Tumblr’s ‘Terms of Service’ [TOS] and ‘Privacy Policy’.

A Policy Primer

(tumblr.com, 2013)

Tumblr is:

• A popular blogging platform with its own social community ecosystem.

• Free and easy to use

• Popular. It has 141.2 million registered blogs that have aggregated 60.3 billion posts.

• Engaging. It has 300m users with the total site more than 20 billion page views per month.

• The most popular site among American Internet users aged 13-25 years.

• Now owned by Yahoo. Purchased in May 2013 for USD$1.1 billion.

Tumblr’s also:

(marshill.com, 2012) (tumblr.com, 2013)

• Kind of quirky! One of it’s traditionally favorite corporate phrases is “F**k Yeah!”

• Home to a large creative community.

• Big on design, art and photos.

• Multimedia. Multichannel. Multiplatform. You can post text, photos (even animated gifs), quotes, links, music, and videos from your browser, phone, desktop, or email.

• Interconnected and searchable by tags.

• Allows for sharing and interaction between its users in the form of comments, likes, shares, ‘following’ and reblogging.

Net Studies. A Policy Primer

Basically, a lot of peoplethink Tumblr is cool.

But, like any social network site, portal or software, in order to join Tumblr you must agree to their terms and conditions, and accept their related policies.

(tumblr.com, 2012)

(Leaver, 2009)

Most people don’tbother reading these.

Net Studies. A Policy Primer

That’s not so cool.

Net Studies. A Policy Primer

So let’s take a look!

Tumblr’s Terms Of Service[TOS] is contractually binding:

(tumblr.com, 2012)

When you agree to Tumblr’s TOS (Terms Of Service) you enter into a contract with them.

The TOS binds you to all the terms and agreements it states.

Tumblr reserves the right to modify or make changes their Terms Of Service.

While they say they’ll to their best to let you know about the changes, they place the onus on you (the user) to continue to investigate its terms and conditions for changes.

Agreeing to the TOS equates to automatic acceptance of any modified terms and conditions of the TOS in the future.

You’re really only renting!

(tumblr.com, 2012)

Tumblr reserves the right to make changes (including restrictions) to their services, products and service offerings. They may do this at any time.

They also reserve the right to suspend accounts at their discretion, based on any conflict with any aspect of their TOS.

[TIP]

Think of yourself as a “renter” of Tumblr’s site space, rather than an “owner”. The difference between ‘renting’ and ‘ownership’ usually (should) influence the size of your investment.

Tumblr has an age restriction:

(tumblr.com, 2012)

To join and use Tumblr, you must be at least 13 years old.

If you are 12.9 years old, you are not permitted to join or use Tumblr.

In this case, Tumblr suggests you ask your parents for an Xbox or some books.

Seriously! They really say this!

Sub-agreementsomewhat sub-visible:

(tumblr.com, 2012)

Under Tumblr’s TOS, they also include a sub-agreement which is part of the larger TOS. This sub-agreement is related to issues regarding privacy.

To view the Privacy Policy, you need to click on a small hyperlink from a paragraph located in the main TOS page.

[TIP]

The Privacy Policy is where all the really gritty stuff is. It can be easy to miss it so look out!

Your so vain?......

(tumblr.com, 2012)

The Privacy Policy is not about you, your rights or your relationship to other users or viewers of the site. The Privacy Policy about what Tumblr does (or may do) with the information, data and actions they are able to view or glean from their service to you.

[TIP]

It’s not about you!

Be careful what you share. ‘Big Brother’ really can watch you!

Net Studies. A Policy Primer.

Before going on, there’s something I wanted to

tell you….

Congratulations!

You’re part of the secret *Service!

(tumblr.com, 2012)

Small print. Big implications.

(tumblr.com, 2012)

Tumblr define the term “Service” as the entire scope of products, domains, content and services related to tumblr.com and its other sites. At the beginning of the Privacy Policy, Tumblr states:

“When you use the Services, you are consenting to the collection, transfer, manipulation, storage, disclosure and other uses of your information as described in this Privacy Policy; please read it carefully”.

[TIP]

Everything regarding your information, content, obtainable online behavior and movements is up for grabs by Tumblr.

Party time!

(tumblr.com, 2012)

If you link a Third-party service to Tumblr (like Twitter or Flipboard) Tumblr may the use information about yourself from the Third-party service to improve their own service.

Capturing more than images!

(tumblr.com, 2012)

Tumblr may use information associated with the content that you place on the site.

They give the example where if you post an image, they may obtain what camera you were using and the related exposure settings of that image.

Tumblr say that they obtain such info to assist in improving it’s *Services.

Call security!

(tumblr.com, 2012)

If you purchase a Tumblr service, Tumblr retain and store your financial information, including credit card number, name and address.

[TIP]

If Tumblr’s security was compromised or hacked, your financial information may be also.

Tumblr does not accept responsibility for this.

Watching and learning!

(tumblr.com, 2012)

Tumblr can view and analyze your actions and behaviors on the site.

They may also aggregate this information and provide it to Third-party interests such as Quantcast to assist in obtaining and analyzing the data.

Tumblr say that they do this to help improve its *Services.

A Policy Primer

All this talk about Tumblr wanting to use your information, data and identity for the purpose of improving their *Service is a good thing right?

Remember its not about you!

Tumblr’s term for *Services is with regard to their business and business model as well as services generally.

(tumblr.com, 2012)

Agreeing to the TOS and Privacy Policy for the purpose of improving their *Services really allows Tumblr to do anything with your information and data.

(tumblr.com, 2012)

Under Yahoo, Tumblr is tipped to make their $$$ not so much from advertising, but from algorithms and data and search software.

(socialmediatoday.com, 2013)

Net Studies. A Policy Primer

YOUR DATA!

But wait… There’s more!

(tumblr.com, 2012)

• When you use Tumblr, Tumblr may obtain information from your web browser. This includes any cookies that may have been introduced to the browser. [And from any other site].

• Tumblr also identifies and obtains information about you from your unique

IP address. • They also collect information about your geographic location, including the

ability to convert your unique IP address to your geographic location. • Tumblr will automatically obtain information from your mobile device,

such as your phone number. You can opt out of this situation, but not by default.

Net Studies. A Policy Primer

So what?

Net Studies. A Policy Primer

Your whole identity couldbe exposed.

It’s happened.

(Barbaro, M., & Zeller, T. (2006)

I hope this Policy Primer has been helpful in thinking about your personal privacy and information when signing up to Tumblr.

Net Stdies. A Policy Primer

Net Studies. A Policy Primer

It does have its implications.

Net Studies. A Policy Primer

Thank you.

Net Studies. A Policy Primer

References:Barbaro, M. & Zeller, T. (2006). A Face IS Exposed for AOL Searcher No. 4417749. Retrived from http://w2.eff.org/Privacy/AOL/exhibit_d.pdf

Economist.com (2013). What is Tumblr? Retrived from http://www.economist.com/blogs/economist-explains/2013/05/economist-explains-what-tumblr-yahoo

Leaver. T (2009). Learning, Athenticity & Online Policy Primers. Retrieved from http://www.tamaleaver.net/2009/11/17/learning-authenticity-online-policy-primers/

Marshill.com (2012). MARSHILL CHURCH IS NOW ON TUMBLER. Retrieved from http://marshill.com/2012/06/14/its-all-about-jesus-on-tumblr

Tumblr.com (2012). Privacy Policy. Retrieved from http://www.tumblr.com/policy/en/privacy

Tumblr.com (2012). Terms of Service. Retrived from http://www.tumblr.com/policy/en/terms_of_service