I see a lot of brands out there that are using services like Tumblr and other social networks to generate traffic and share content, but they’re neglecting (or don’t even have) a steady online presence in the form of a website or a blog.
Build it! Seriously. Don’t leave your traffic and audience in the hands of a network that you have no control over. With the latest Facebook news about how they’re shifting their algorithm (which was expected) and how tough it can be to compete in search for brands that don’t have a lot of cash or time, it’s more important than ever to build up your email lists.
A steady system to collect emails (whether it’s through pushing out new content, special promotions, newsletters, etc) can help you get setup to basically be an IV and direct line to your customers or clients. Don’t neglect that, and be sure not to abuse that right.