Tumblr puts community first to challenge Twitter, Facebook

Tumblr, the graphics-heavy blogging service, is plotting a course midway between Facebook and Twitter, says the site's media evangelist, Mark Coatney. Rather than emphasizing the raw number of followers that a user has, the site encourages people to build real communities and find ways to foster genuine engagement, Coatney says. "It's less about broadcasting to an audience and more about communicating with a community ... People are creating identities and personalities that Facebook and Twitter are not designed to allow you to do," he says.

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