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New social media tool tries to make inroads

By now, plenty of companies have hopped on the social media bandwagon, pumping out news updates on Facebook and Twitter. But what about Tumblr?

Mark Coatney, the company's "media evangelist," describes Tumblr as "a space in between Twitter and Facebook." The site allows users to upload images, videos, audio clips and quotes to their pages, in addition to bursts of text.

As on Twitter, users can follow other users, whose posts appear in a chronological stream on a central home page known as the dashboard. Users can indicate that they like an item by clicking on a red heart next to it or "reblogging" it.

One of the big differences between Tumblr and Twitter is that Tumblr does not display how many followers a user has, David Karp, Tumblr's 24-year-old founder and chief executive, told The New York Times.

"Who is following you isn't that important," he said. "It's not about getting to the 10,000-follower count. It's less about broadcasting to an audience and more about communicating with a community."

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