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Tumblr stat is likely music to the ears of Yahoo CEO Marissa Mayer—who paid $1.1 billion for the social site to help her 19-year-old Internet company "get young." An emerging industry narrative involves teens and twentysomethings migrating in droves from Facebook to Tumblr

Twitter disputed Union Metrics' numbers, claiming to have had 3 million users who tweeted about the VMAs on Sunday

Yahoo’s multimedia blogging platform Tumblr is already co-operating with Viacom to offer advertising opportunities around top Viacom TV programming, such as the MTV Movie Awards. It also recently commissioned research into its social TV engagement, positioning it as a direct competitor to Twitter.

The Voice USA runs its social TV engagement across multiple other social networks and mobile apps, including Google+, Keek, Pinterest, Snapchat, Tumblr and YouTube, plus Facebook’s Instagram and Twitter’s Vine.

Twitter, Facebook, WeChat and Sony have all launched rival World Cup social TV services.

Viacom is taking steps toward offering advertisers guarantees for the social media impact it can give them.

The resulting measurement platform -- dubbed Echograph -- will bring a level of accountability to social media that has yet to be seen from TV networks, Mr. Lucas said. It will let Viacom give clients data on reach, influencers, engagement, age and gender breakdowns and hashtag popularity, among others.

clients can make use of Viacom Echo Social Media Network, which tailors Velocity-created campaigns for social media.