Tumblr’s Bold Strategy: User Generated Content, After A Fashion

Depending on how you look at it, it’s either a classic example of fiddling while Rome burns, or a masterstoke in brand positioning. In fact, come to think of it, maybe Tumblr’s decision to hire a “fashion director” and to pay for twenty bloggers to attend New York fashion week is both of those things.

The Tumblr dashboard

Image via Wikipedia

Certainly, you might think the company would have other priorities: like solving its persistent up-time problems – an issue that affects far more than the twenty lucky Tumblrs who will “receive complimentary flights, accommodation, and will be whisked off to lunches, dinners, and cocktails with a roster of to-be-confirmed brands and designers”. At the same time, though, the Fashion Week junket addresses something that might cause even more of a challenge for Tumblr in future: the generation of original, re-bloggable content.

via Tumblr’s Bold Strategy: User Generated Content, After A Fashion.