Tumblr has been steadily gaining prominence in the world of social media platforms. The site has grown significantly since David Karp founded it in 2007, current boasting almost 15 million blogs. With a reported 45,000 members signing up a day, it's certainly gaining popularity.
Its price tag (free!) and large user base have attracted the attention of media organizations: 160 already use the site. Many popular news sites, such as The New York Times and Huffington Post, launched Tumblr blogs in the middle of last year.
Newsweek's Tumblr, started by Mark Coatney who was senior editor at the time, was among the first media Tumblrs. "I saw it as an opportunity to talk to our audience in a new way," he said to the New York Times. Tumblr decided to hire him in August of last year to help media organizations use the site to its fullest potential.
The Editors Weblog spoke to Coatney about how media organizations could create a successful Tumblr.