Tumblr 101 for Higher Ed

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Tumblr is a social media platform that can be useful to our communications efforts at MIT, especially with prospective students and current students.

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Tumblr 101 for Higher Ed

  1. 1. Tumblr 101 Stephanie Hatch Leishman Social Media Strategist ! October 2014 Twitter @hatchsteph
  2. 2. What is Tumblr? • Tumblr is a microblogging platform that was launched in 2007. • Yahoo! acquired Tumblr for $1.1 billion in 2013. • Tumblr hosts 205.9 million blogs as of October 2014. • The idea comes from “tumblelogs.” • The iOS app became available in 2012. • Half of Tumblr’s user base is under the age of 25.
  3. 3. History of the tumblelog “A tumblelog is a quick and dirty stream of consciousness” – Jason Kottke (kottke.org)
  4. 4. History of the tumblelog The first microblogs were known as tumblelogs. ! The term was coined by why the lucky stiff in a blog post on April 12, 2005, while describing Christian Neukirchen's Anarchaia. ! - Wikipedia
  5. 5. History of the tumblelog “Blogging has mutated into simpler forms …, but I don’t think I’ve seen a blog like Chris Neukirchen’s Anarchaia, which fudges together a bunch of disparate forms of citation … into a very long and narrow and distracted tumblelog.” ! - why, “Stop, for Blogging’s Sake, viewsourcecode.org, • simpler: shorter posts, less complex sites, etc. • disparate forms: videos, images, links, quotations, chats, etc. • citation: reblogging, references, use of existing content elsewhere on the web, etc.
  6. 6. Tumblelog vs. blog A tumblelog is a variation of a blog, that favors short-form, mixed-media posts over the longer editorial posts frequently associated with blogging. Common post formats found on tumblelogs include links, photos, quotes, dialogues, and video. Unlike blogs, this format is frequently used to share the author's creations, discoveries, or experiences without providing a commentary. ! — Urban Dictionary • Short-form: Tumblr’s content is usually shorter in length and smaller in size than a traditional blog post. • Mixed-media: Photos, sound, video, etc. • Without commentary: Many posts will be just the image, video, or link, with little explanation; it is assumed the audience is savvy enough for detailed text on the matter.
  7. 7. The lingo <3 = Love IRL = In real life saklfj;adjfdalksdfjxadsl = “so frustrating!” LOL = Laughing out loud
  8. 8. Students on Tumblr Many college students on Tumblr post content that is personal, real, genuine, and emotional. They share more of what’s in their hearts and minds than they might on other social platforms. ! They also present their aesthetic and cultural tastes more openly and take a more fun, casual approach to content.
  9. 9. Tumblr at MIT
  10. 10. “Only at MIT” - mit.tumblr.com
  11. 11. Global Education and Career Development
  12. 12. Division of Student Life
  13. 13. List Visual Arts Center
  14. 14. edX
  15. 15. The Dashboard
  16. 16. Dashboard
  17. 17. Dashboard
  18. 18. Activity
  19. 19. Posting
  20. 20. Posting video
  21. 21. Posting audio
  22. 22. Posting audio
  23. 23. Posting a chat
  24. 24. Posting a link
  25. 25. Posting a quotation
  26. 26. Posting photos
  27. 27. Posting text
  28. 28. Reblogging, liking, sharing
  29. 29. Reblogging
  30. 30. Reblogging
  31. 31. Notes Note = like, reblog, follow
  32. 32. Advanced posting options
  33. 33. Queue
  34. 34. Tags Tags are different on Tumblr than on other social networks: ! Words in tags are separated with spaces and capitalization is often respected.
  35. 35. Main navigation Home • Messages • Help • Settings • Sign out • Search
  36. 36. Messages
  37. 37. Help
  38. 38. Examples
  39. 39. The White House on Tumblr
  40. 40. The White House on Tumblr
  41. 41. The White House on Tumblr 1. Gear your message to millennials and younger. “IRL” = in real life
  42. 42. The White House 2. Use tags with spaces. 3. Try a GIF. 4. Insert humor.
  43. 43. The White House 5. Have fun. 6. Ask for submissions (and use them).
  44. 44. The White House 7. Go behind the scenes.
  45. 45. The Dashboard
  46. 46. MIT 8. Focus on creativity: poetic, scientific, etc.
  47. 47. MIT 9. Include more than one photo. Note: Tumblr doesn’t have albums, but individual posts can have multiple images.
  48. 48. MIT: themes 10. Spend a whole week on a theme.
  49. 49. MIT: themes 11. Look for user-generated content.
  50. 50. MIT: themes Sometimes the user-generated content exists IRL and you have to capture it digitally.
  51. 51. MIT: themes
  52. 52. MIT: themes 12. Embed content from YouTube, Flickr, and SoundCloud.
  53. 53. MIT: themes 13. Don’t post content in the same format on all platforms. Tailor content to your unique audience.
  54. 54. MIT 14. Be kind, please reblog.
  55. 55. Other universities on Tumblr
  56. 56. Harvard
  57. 57. Harvard 15. Give them the unexpected.
  58. 58. Yale
  59. 59. Yale 16. Post images of art, artifacts, or objects.
  60. 60. Brown
  61. 61. Cornell
  62. 62. Cornell
  63. 63. Cornell
  64. 64. Cornell
  65. 65. Cornell
  66. 66. Use the CPS photo library (on Flickr)
  67. 67. Stephanie Leishman Twitter: @hatchsteph

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