Casey A. Gollan: Notes + Links

Coatney said Newsweek’s Tumblr (which now has more than 11,000 followers) grew in popularity when he stopped simply pulling in RSS feeds and started to hand-select content for it. When he posted some content from Newsweek.com and some from a variety of other sites, the Tumblr seemed less promotional and more personal. And in doing so, he let people know that there’s a person behind the account.

“I think the common mistake is to treat Tumblr solely as a promotional vehicle to get people back to your site,” said Coatney, who used the Newsweek Tumblr to respond to criticism about the magazine.