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Tumblr: a land of memes, cat GIFs, self-indulgent ramblings and…high-quality curated content? Yes, indeed! With mainstream media as well as respected institutions such as museums and national non-profits now on board, Tumblr has become home to an increasingly sophisticated mix of content. Because of the way Tumblr works and its audience, often the unique, hard-to-find, original source material – archival documents, historic photos, artwork – rises to the top and becomes the most shared, with the most loyal fan-base. With this in mind, how can universities and colleges leverage their content – especially original, unique, highly visual or historic content – to their advantage on Tumblr? Based on four years experience curating the highly successful Art Deco Architecture blog (decoarchitecture.tumblr.com), Darling will outline the basics of Tumblr, showcase various colleges and universities who are doing Tumblr right, and how to judge whether the micro-blogging site can be a good fit for an institution’s marketing efforts.