Amongst all the Facebooks and Twitters and whathaveyous (oh my), is Tumblr worth your social media efforts?

Over the last few months, other media outlets have caught wind of Tumblr, which is free to use. The newest recruits include The Atlantic, Rolling Stone, BlackBook Media Corporation, National Public Radio, The Paris Review, The Huffington Post, Life magazine and The New York Times.

But many of those outlets have done little more than set up a placeholder page. In his new job as a “media evangelist,” Mr. Coatney’s role, and in some ways his challenge, is to help them figure out what to do next.

Mr. Coatney describes Tumblr as “a space in between Twitter and Facebook.” The site allows users to upload images, videos, audio clips and quotes to their pages, in addition to bursts of text.

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Media Companies Try Getting Social With Tumblr