How some news orgs use Tumblr | Poynter.
What do you do with a blog service full of cat GIFs and memes? If youâre Yahoo, you buy it for $1.1 billion. If youâre a media outlet, you use Tumblr as an extension of your brand.
The platform, founded by David Karp in 2007, is home to more than 108 million blogs and more than 50 billion individual posts. Tumblr pages take seconds to set up, and users range from individuals likeJohn Green to companies like IBM. Even the White House has a Tumblr.
Tumblr makes it easy for users to post quickly, and those posts can be just about anything, like a long text post, a photo with a link or a video. Because of Tumblrâs versatility â and because it lets users interact with one another â many news organizations have joined and made Tumblr blogs to share their coverage or communicate with their audiences. Thereâs room for blogs with just about any purpose, so hereâs a look at how several outlets use the site.
Answering readersâ practical questions
The San Francisco Chronicle uses its Tumblr not as a platform to share content but as a means to address subscriber service concerns. Now that the site has a paywall for SFChron, it helps both paying subscribers, as well as those who follow the Chronicle on its main website, SFGate.
Matt Dickon, who runs the Chronicleâs service Tumblr and Twitter accounts, said he prefers to respond to subscriber and reader concerns on Tumblr rather than through an email service, because of the immediacy of sending and receiving messages on Tumblr.
âSometimes within a minute of a question coming in, Iâm writing an answer,â he said by phone. Anyone with a Tumblr account can send a message or question, under their handle, to the account; those without an account can submit a question anonymously.
Dickow said using Tumblr for troubleshooting is more direct than an email submission and reporting process because the questions come straight to him rather than being sent to a general email address and then sorted by a software program.
He can also answer questions and post them publicly on the Tumblr; as long as the questions are general concerns, the information is be applicable to others with similar problems.
âSo long as [subscribers] bookmark the page, they have access to the information,â he said.
Engaging audiences and creating new content
Audience engagement is key to the success of an outletâs Tumblr. Two Tumblrs in particular exemplify good audience engagement: NPRâs family of Tumblrs, and I Love Charts.
NPR has built a group of Tumblr blogs, from a general NPR Tumblr to Tumblrs for programs like Fresh Air and Wait Wait.. Donât Tell Me. Each blog is run by different teams, but they follow a similar layout and design style so the group looks unified.
âIf you look at each one of the Tumblrs, theyâre each run differently,â Wright Bryan, an editor on NPRâs social media desk, said by phone. Bryan was part of the team that made the first, general NPR Tumblr.
I spoke with Bryan and Kate Myers, NPRâs product manager for social media, about NPRâs all-purpose Tumblr and several user submission projects the station has run.
âWe are using Tumblr as an editorial engine,â Myers said by phone. She explained that several NPR campaigns run through Tumblr â like the âDear Mr. Presidentâ campaign â were made possible because NPR is used to this sort of user engagement, and because its existing audience is invested in the station.
For example, I explained to Bryan and Myers that I had grown up listening to NPR with my family, but once I went to college, I no longer had a car and didnât listen to the radio in my spare time. However, I still feel a connection to NPR and follow it on Tumblr and my other social media accounts.
âIâve heard that story so many times,â said Bryan. âNow the only way that this group of people [younger people] is getting our content is on the Web, on a podcast, through social platformsâŠItâs critical that we be there, I think, to meet those people where they are.â
Myers agreed, and said that engagement on social media platforms fits with NPRâs overall strategy to engage listeners. Developing a relationship with listeners on the radio is a one-way conversation; interaction between the station and listeners on Tumblr is a ânatural outgrowthâ of that relationship, she said.
âYou feel like itâs a one-on-one conversation,â she said of NPRâs programming.â[It] sends the message that weâre invested in what they bring to the table.â
Evidence of the listener-station relationship is evident in several NPR projects run through Tumblr. Morning Editionâs âCook Your Cupboardâ Tumblr helps listeners figure out what they can rustle up with leftover or odd foodstuffs. She-Works, another NPR Tumblr, is a congruent effort with the âChanging Lives of Womenâ series that airs on several NPR programs. They also use the general Tumblr to hype NPR apps and special projects.
Another Tumblr, I Love Charts, leverages the same kind of content submission, and also allows for guest curation. The blog is full of niche content: if itâs data, emotion or some other quantifiable information expressed in a chart or graph, itâs relevant to the blog.
âWeâre just lucky to have a very identifiable angle,â Jason Oberholtzer, who runs the Tumblr, said by phone.
Oberholtzer finds and reblogs content on his own, but he also uses submissions for a significant portion of the blogâs content. âWe have a fairly large community of submitters,â he said.
Oberholtzer also explained that he lets some bloggers curate the blog for a day as a âchartist-in-residence,â which means theyâre in charge of all the content published on the blog. They can reblog content or upload original work. Chartists have included Dante Shepherd of Surviving the World, Kelly and Zach Weinersmith of Saturday Morning Breakfast Cereal and The Weekly Weinersmith and artist Wendy MacNaughton.
âI give them the day,â Oberholtzer said. âThe general guidelines are, we try to get out 10-12 posts a day⊠[and] they have access to our entire inbox of submitted charts.â
The success of I Love Charts has helped Oberholtzer in other ventures; he was offered a column by Forbes after running I Love Charts for about a year and a half, and thereâs now an âI Love Chartsâ book, based on the blog.
Sharing content, regardless of source
The nature of Tumblr comes down to sharing content with followers. Most, if not all, news Tumblrs share othersâ content in addition to their own coverage.
âWe canât cover everything, and we donât report on everything⊠[that] doesnât mean that another story isnât worth attention,â Colleen Shalby, social media editor for PBS NewsHour, said in a phone interview. Shalby said the NewsHour Tumblr doesnât just share its own content; it reblogs (shares a post from another Tumblr) or posts links to other outletsâ coverage.
One of the most popular posts from their Tumblr, a Roger Ebert quote posted after he died, âwasnât even our piece of content.â Sharing othersâ content isnât just about getting notes, however.
âUsing Tumblr is a bit about showing your organizationâs personality, and thatâs not just feeding the beast to get people back to the website,â she said.
Another outlet, native to Tumblr, uses the website to share media news. The Future Journalism Project, run by Michael Cervieri, shares news from other outlets by virtue of its positioning and angle.
âI had played with Tumblr beforehand, just kind of personal stuff, so I kind of knew what the community was like on there,â said Cervieri in a phone interview. âThe decision was, letâs go to where the community is and see if we can build an audience.â
Cervieri writes posts about media news to share on the Tumblr, and will frequently reblog posts and add news to them. The Tumblr also aggregates news from other outlets, much like Poynterâs MediaWire blog on our homepage. News organizations have to be sure to share source information about what theyâre posting; as Oberholtzer explained to me about I Love Charts, itâs important to be diligent about giving sources proper credit.
In fact, Iâve also tried to strike a balance between sharing our own content, and sharing othersâ content, while running the Poynter Institute Tumblr. While I want to share the content we produce, itâs important that our Tumblr isnât just a feed of the content weâve published on our website. If it were, it wouldnât interest people who already read our website, and if we published all of Poynterâs content on Tumblr, those who follow us on Tumblr would have no reason to visit our homepage. Thatâs why itâs important to have unique content on both.
Sharing oneâs own content
While sharing third party content helps to develop voice, publications would have less of an incentive to create Tumblrs if it didnât present an opportunity to share their own content. For some publications, Tumblrâs quirky and eclectic tone is a reflection of the publication.
âWe do view [Tumblr] as a place where we talk about what we love and are interested in, a little bit separate from what weâre covering on a day to day and month to month basis,â Mark McClusky, editor of Wired.com, said about the magazineâs Tumblr in an email interview. âThat tone probably is closer to the magazine and websiteâs tone than some other brands Tumblrs are. Weâre a brand that marries the intellectual and the obscure, and that reflects on the Tumblr.â
However, Tumblr also resonates with the voices of other publications that focus on straight news.
âWe generally reflect the tone of the Guardian on Tumblr â so sometimes we can be very tongue-in-cheek,â Hannah Waldram, community coordinator for news at the Guardian, said in an email interview. For the Guardian, Tumblr is also a place to publish content that might not make it onto the front page.
âWe sometimes do âbehind the scenesâ posts or extra bits of reporting or insider knowledge on a news story,â Waldram said. Waldram also said the Guardian has covered specific news in greater depth on Tumblr based on the communityâs interests. For example, when opposition to SOPA and PIPA was popular on Tumblr, the Guardianâs Tumblr highlighted the publicationâs existing coverage.
The Guardian has also launched a special Tumblr project, called English to English, that points out incongruities in English as itâs spoken in the U.K. versus American English. The project takes advantage of Tumblrâs lighter tone as well as user interactivity; it publishes Guardian-produced posts, as well as reader submissions.
Tumblr-specific content is important to other publicationsâ social media strategy, too.
âOne part of our strategy ⊠is creating custom content specifically for social platforms, instead of just re-purposing content,â Anjali Mullany, digital news director for Fast Company, said of the publicationâs social media strategy, in an email interview. âWe may cover one story different ways for different platforms, or we may cover news on one of our social platforms that we did not cover on our website,â she said in a follow-up email.
Tumblr-specific content isnât just about providing additional coverage; it also lets users get a behind-the-scenes look at their favorite publications.
âIn some ways, Tumblr feels a bit like âMinnPost after dark.â We approach things with more humor or snark â within reason â and try to show the personality of the organization,â Kaeti Hinck, director of news technology at MinnPost, an online-only Minnesota publication, said by email.
For example, during MinnRoast (a roast of the state), the team publishedphotos of speakers to  MinnPostâs Tumblr that werenât published on the website. And the Tumblr doesnât just reflect MinnPostâs Minnesota-centric coverage; it also commiserates with its audience.  Hinck said the tone on the Tumblr reflected how MinnPost can relate to users on the platform.
âMinnesota has a strong local Tumblr contingent, so when I took over the MinnPost account a few years back I tried to connect with that community as much as possible. You canât jump into an ecosystem completely blind to whatâs going on around you and expect to be effective,â she said.
Overall, MinnPostâs attitude toward Tumblr reflects what the other publications know, too. Using the platform to promote the exact same content thatâs published in print or on their own websites wonât work; instead, the platform is most successful as a tool for audience engagement. In fact, when I asked several of the people in this article what kind of traffic they get from their Tumblrs, they all said that that wasnât the point of their publicationâs Tumblr. Instead, itâs about developing a relationship with the Tumblr audience and sharing new content with their existing audiences.
âItâs so important to pay attention to what your peers and readers are doing on Tumblr, and to support that work,â Hinck said. âItâs a pay-it-forward sort of mentality: The more generous you are with sharing the work and content that other people create, the more your own presence will grow.â
How some news orgs use Tumblr | Poynter..
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