Web 2.0 tools have made sharing tastes, interests, and more than anything stories more possible than ever. Social news and networking sites are the primary vehicles for this exchange of information, with different sites geared toward different methods of distribution.
Tumblr delivers content through a "dashboard", an aggregate feed of any tumblelogs subscribed to by the account holder. Users sign up for an account, which includes the creation of a blog of their own. Tumblr's approach to content is interesting as it is not simply just following other blogs and posting your own original content. Tumblr allows you to "reblog" others' content, which conveniently copies whatever the content was, with an option to add new text. Additionally, if enabled on a tumblelog's settings, users may submit questions to the blog which can be responded to privately or published on the blog.
This direction in content publishing means Tumblr is best served as a way to communicate personal information such as taste, stories, and multimedia. Essentially, Tumblr takes the format of a blog, and pairs it with the social networking aspect of Twitter. Just like Twitter though, Tumblr is increasingly being used as a method of spreading more than just personal information with groups and companies as well as individuals, such as GQ, Barack Obama's re-election campaign, and The Economist running very active tumblr accounts.