In the last year, I’ve seen an increased number of Tumblr accounts run by universities and colleges. Generally speaking, institutions of higher education aren’t the earliest adopters of new social media platforms (Peach, anyone?). With limited resources, we usually take a “wait and see” approach, and then implement social networks that… well, work.
Although Facebook is still king (based on total number of visits—see third chart), Tumblr regularly ranks among the top ten social media websites.
I suspect we’ll see more colleges and universities joining Tumblr as it continues to amass users.
What is Tumblr, and who’s using it?
On Tumblr, a good GIF is worth a thousand words. However, the words still matter! For example, using a timely quotation or appropriate hashtag can elevate your post to share-worthy status. There is definitely an art and science to writing for social media (and if you’re interested in learning more, we offer a four-week online writing course covering that topic).
The platform’s users broadly constitute individual bloggers, fandoms, and brands. The majority of users skew young and urban, with nearly equal representation by men and women, according to this 2015 Pew Research Center report.
Now let’s highlight the higher education “types” you’re most likely to meet on Tumblr today. Note: These five types are based on my own experience with Tumblr. Not all college or university accounts can or will conform to these broad categories—and that’s a good thing!
Type #1: Undergraduate Admissions
Given Tumblr’s user demographics, it makes sense that undergraduate admissions offices are setting up shop on the platform. In my opinion, the best of these accounts combine customer service with wit, whimsy, and encouragement.
A standout example is the University of Guelph Admissions Services Tumblr. In addition to listicles and campus photos, most of the posts are answers to direct questions from prospective students about the Guelph admissions process. This makes sense since the process can be confusing. Applicants are also nervous and excited about one of the biggest decisions they’ll ever make. Using Tumblr to bridge the communication gap with them is a smart move.
Guelph’s answers to users’ questions are honest, reassuring, but also positive (here’s a good sample post). Research has shown the benefits of positivity on social media. A positive tone—conveyed through words, punctuation, and imagery—leaves the audience with good feelings about the conversation and the institution.
As for UofG’s GIF game? Off the chain.
Type #2: Research and Academics
My own institution’s flagship Tumblr falls under this heading. At the University of Rochester, we aim to celebrate “the smarts and the arts from Rochester and beyond.” Our Tumblr has been active for about a year, and the most liked/reblogged original post features a photo of female computing students showing their #ILookLikeAnEngineer pride (this hashtag—spotlighting gender issues in engineering—began on Twitter, but spread to Tumblr and other online outlets).
University of California Research is another Tumblr highlighting research, and I think they do an outstanding job. Beautiful images and illustrations, compelling headlines and copy, cool videos and quotations—all curated from across the different UC campuses!
When it comes to Tumblr accounts showcasing research and academics, UC Research is an example worth following and studying.
Type #3: Libraries and Special Collections
Rare books, archived photos, art exhibitions—with lots of unique items to show off, university libraries have been using Tumblr to great effect.
The University of Iowa Special Collections Tumblr spotlights miniature books, first editions of select works, Star Wars relics, and photos from the university’s digital archives. To quote one of their posts: “Tumblr + librarians = Awesome”
Another example: Penn Libraries Manuscripts highlights its medieval manuscripts in photos, videos, and GIFs.
Sure, it’s a niche topic. But it’s also a great way to share knowledge and expertise about something—and isn’t that what the Internet is about?
Type #4: Photos
These are the folks who use Tumblr like Instagram or other photo-sharing platforms. I understand this impulse, since gorgeous campus photos tend to garner engagement from our audiences.
SUNY New Paltz’s Tumblr is an example of this photography-based approach. Ditto for Vanderbilt University’s Tumblr, which bills itself as going “beyond the press release.” While there are posts about university research and student life, most are beautiful, fun, or nostalgic photos of the Vanderbilt campus and community. Many are even tagged “vandygram,” a portmanteau word combining “Vanderbilt” and “Instagram.”
But ask yourself this: Is there a significant enough difference—in value added or audience segmentation—to dedicate resources to an institutional Tumblr account when the content is similar to the institution’s Instagram account?
I don’t have the answer to that question in the cases of SUNY New Paltz or Vanderbilt. However, it’s certainly one worth contemplating before starting your own institutional Tumblr.
Type #5: Writing Centers
Tumblr has an active community of writers, readers, and bibliophiles. As a member of this community myself, I’ve encountered the Tumblrs of numerous university and college writing centers. Most of them have a delightfully quirky sense of humor, and reblogging abounds.
Motivational quotations, writing/studying/organizing tips, pictures of books (almost invariably alongside a steaming cup of coffee or tea), definitions, master lists—all these and more are likely to appear on a writing center’s Tumblr.
Some good curating is happening! However, with all the reblogging, following one writing center account is much like following any another. Writing about writing is hard, but I wouldn’t mind seeing more original content from this particular Tumblr type.
Tumbling down the higher education rabbit hole
Your turn: Have you seen an outstanding or notable Tumblr account from a college or university? Is there a higher ed Tumblr “type” I’ve missed? Let me know in the comments.
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Sofia earned her master’s degree in English language and literature from Queen’s University in Canada. She is currently pursuing her master’s in online teaching and learning at UR. She is also a graduate of the Higher Ed Experts web writing certificate program.
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