Reblog for Good: An Intro to Tumblr for Nonprofits

#Reblog for Good

Creating and Curating Your

Nonprofit Tumblr

Kate Tkacik

Foundation Center-San Francisco

thelifeguardlibrarian.tumblr.com

#tumblrtalk

tumblr?!

3/10/2015 #tumblrtalk

http://reactiongifs.com/?p=18056

http://reactiongifs.com/?p=18056

tumblr?!

• Founded 2007 by David Karp– acquired by Yahoo in 2013

• 225+ million blogs*

• “the best baby Twitter and Wordpress didn’t know they had”

• Creative, visually-engaging, diverse

*http://www.tumblr.com/about


tumblr types


tumblr types


tumblr types

• Artists

• Designers

• Lifestyle

• Authors

• Educators

• Students!

• Journalists

• Allies/Advocates/Activists


tumblr types

• 50% of users are between 18-34*

• Equally divided between men & women*

• Average user spends 14 minutes on tumblrper visit (more than Facebook)*

*Why 2013 is the Year You Need to Get Serious About Tumblr, Forbes, Jan 2013

*5 Facts about Tumblr, Pew Research, May 2013

*http://mashable.com/2013/04/17/users-stay-longer-on-tumblr-than-facebook/


tumblr types

• Personal blogs

• Organization/institution blogs

• Art/production blogs

• Meme-based/single-focus blog

– Maddieonthings.tumblr.com

– Realgrumpycat.tumblr.com


tumblr types

• Tumblr is a collection of communities of bloggers

– Local

– Fandoms

– Professions

– Movements/advocacy

• Communities organize around #tags and memes


tumblr types

• Content balance is different for every tumblr

– Created content vs curated content


why tumblr 4 nonprofits?

• “Tumblr is kind of like a gateway drug for activism.”

• 64 percent of users say that they care about social causes and look into them on Tumblr

• Potential for virality

*Millennials and the Age of Tumblr Activism, NYTimes, Dec. 2014 (http://www.nytimes.com/2014/12/21/style/millennials-and-the-age-of-tumblr-activism.html?_r=0)

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getting started


customize


customize

• Remember you can always make changes to your blog—pick something you like and get posting

• You can link twitter, RSS, other social media widgets & Google analytics


customize

• Use custom domain (https://www.tumblr.com/docs/en/custom_domains):

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FOLLOW

• The first rule of tumblr is FOLLOW


FOLLOW


follow & search

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• tumblr.com/explore• See also: tumblr.com/2014 • tumblr.com/spotlight

#tumblrtalk

follow & engage

• “likes” act as a bookmark as well as engagement tool

• “reblogs” will repost content to your blog

• “replies” have to be allowed—enable replies in your settings


post!

• Posting is so easy. I promise.


post!• Post using bookmarklet or mobile apps (tumblr.com/apps)


post!

• Each post style includes a variety of ways to note source content—best practice with reblogs is to keep original blogger’s metadata & comments


tags

• Tags are the metadata you apply to your post which will organize your content both within your individual blog and within the tumblr tag results (first 7 tags applied within tumblr)

• Relevant tags: #nonprofits, #charities, whatever is subject specific to your cause (i.e. education)


tags

• When you add tags to your post here:


tags• Your post will also show up here (in addition to your blog page

& your followers’ dashboard):


tags

• Like following, track ALL the tags, including your name/blog name

• You can track any tag/term

• Tracked tags will automatically appear when you put your cursor into the search bar


Tagsex: tumblr.com/tagged/nonprofits

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http://unwrapping.tumblr.com/post/64992950643/using-old-tag-search

#tumblrtalk

assess

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• Tumblr includes built in analytics• You can also link Google analytics by adding the Google-generated ID

and code from your customization page

#tumblrtalk

ready to tumblr!


…Ok, I signed up. But I don’t get it. I just don’t.


balancing content

• It’s up to you—but make it YOUR tumblr

• Even if you’re running your nonprofit’s tumblr, remember to keep a personality

• Share a selfie or fandom affiliation

• 2:1 curated to created content


learn the culture

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• See a #tag/meme/abbreviation you don’t understand? • Knowyourmeme.com• Urbandictionary.com

#tumblrtalk

…What’s with all the porn and f*ckyeahs?

#NSFW


it’s still the Internet


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fuckyeahyellow vs fuckyeahlgbthistory

#tumblrtalk

Ok, I’m trying!

…Why don’t I have any followers?

• Your content isn’t tumblr-y

• Get feedback from users you know

• Follow others & introduce yourself

• Use your brand logo on homepage & thumbnail


Ok, I’m trying!

…Why aren’t my posts getting any action?

• Use TAGS• Consider timing• Keep it general• Mimic successful posts• Keep it ~*VISUAL*~• Have you used GIFs?• Create a cache of clickbait


the inexplicable internet


Ok, I’m trying!

…How do I reach my targeted audience?

• Remember to keep a general audience until you have some traction

• Carefully seek out tags relevant to your location/community (ex. #nonprofits, #education, #artistsontumblr

• Sponsor posts: tumblr.com/business


Ok, I’m trying!

…What’s the best way to ‘chat’?

• Enable replies

• Utilize your ask box (/ask)

• Move discussion offline


Ok, I’m trying!

• Tumblr will only work for you/your brand if you enjoy tumblr

• If Twitter/Facebook are already working for you, USE THEM

• Use your queue

• Divide responsibility or find the staff member who’s already tumbln’


you got this


tumblrs to dig

• smithsonianmag.tumblr.com

• pewresearch.tumblr.com

• Gay, Lesbian, Straight Education Network: glsen.tumblr.com

• Natural Resources Defense Council: nrdc.tumblr.com

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Resources

• 12 Must-Follow Nonprofits on Tumblr (http://www.nptechforgood.com/2015/01/19/12-must-follow-nonprofits-on-tumblr/)

• Millennials in the Age of Tumblr Activism (http://www.nytimes.com/2014/12/21/style/millennials-and-the-age-of-tumblr-activism.html?_r=0)

• “How to Make a GIF in 5 Easy Steps,” Gizmodo, online, Sept 2012 (http://gizmodo.com/5941436/how-to-make-a-gif-

in-five-easy-steps)


contact

Kate Tkacik

Foundation Center-San Francisco

[email protected]

thelifeguardlibrarian.tumblr.com

Twitter: @lifegdlibrarian

3/10/2015

Government & Nonprofit

Reblog for Good: An Intro to Tumblr for Nonprofits