liba rubenstein

Tumblr users are…

  • 50% more likely to go to a political rally
  • 2.2 times more likely to advise others on current events and politics
  • 108% more likely to be registered to vote

I remixed this slide from a presentation by Tumblr’s Liba Rubenstein (libawr).

Note: These comScore figures compare Tumblr users to the “average user of the Internet between ages 18 and 34.” According to Tumblr, the 18-to-34 age segment is the platform’s largest — making up 41% of Tumblr users.

Sources: TED Open Conversation (one-hour video) on May 28, 2014, data from comScore and photo by James Cridland.

“We don’t have an army of lobbyists to deploy. We don’t have financial resources to throw around. What we do have is access to an incredibly engaged, incredibly passionate user base, and we can give folks the tools to respond.” — Tumblr’s Liba Rubenstein (libawr) on advocating net neutrality. Liba is quoted in The New York Times, which reports the FCC will uphold net neutrality on Feb. 26, 2014 and “approve regulating Internet service like a public utility, prohibiting companies from paying for faster lanes on the Internet.”

Watch on

Liba Rubenstein, Director of Outreach for Politics and Causes at Tumblr, and Jen Dulski, President and COO discuss online organizing for change with Alexis Madrigal at The Atlantic’s Silicon Valley Summit.
Bernie Sanders Is Leading the Democratic Primary Race . . . on Tumblr
The blogging site and social-media forum wants #Sanders4Prez.
By Sulagna Misra

On July 1, my Tumblr dashboard, the social-media site’s equivalent of the Facebook or Twitter timeline, approached peak Bernie Sanders: every other post on my dash was #feelingtheBern.

Two of the day’s posts were long, extended ones discussing not only millennials as a voting bloc, but detailed instructions on how to register to vote in the general election and in the primaries, along with the dates for each state’s primary. “Those in power want you to react,” explained the author of those posts, theliberaltony, who maintains a blog on politics and progressive views among millennials. “The are banking on us acting this way,” the 29-year-old retail supervisor said, when asked about the popularity of his posts.

He has prominently placed FAQs on both Bernie Sanders and the 2016 election on Tumblr, answering questions about why he’s voting for Bernie Sanders over Hillary Clinton, about Sanders’s viewpoints on foreign policy, and how young people can vote in the primaries. His most reblogged posts are the aforementioned ones on voting in the primaries, and they’ve led to his being viewed as an authority on the subject among Tumblr users. “This is information that so many people were never taught, and they thirst to participate in electoral politics, they just do not know how.” He believes people turn to Tumblr for this kind of simple information, when it seems forgotten in mainstream media. “You oftentimes do not even have to look for it [on Tumblr],” he points out. “It just shows up on your dashboard because someone else you follow thinks it is important.”

This makes sense to Liba Rubenstein, Tumblr’s director of social impact and public policy. Unlike Reddit, where toxicity can seem par for the course in Reddit’s largest, most mainstream sections, and the better, actually helpful subreddits are mainly found in niche communities, and Twitter, which only last year added new harassment policies to combat the lethal amounts of bullying on its platform, Tumblr sees itself as a place where “folks are quick to help out when someone is asking for help, or give information when someone asks,” says Rubenstein, noting that information can be everything from politics to fandom to personal crises. According to Rubenstein, the three types of Bernie Sanders posts with the most engagement are the dedicated fan blogs, mainstream-media pieces with a lot of traction, and ones by individuals like theliberaltony. (An example of a fan blog might be Sanders4Prez, which has found 6,500 8000 followers in the space of three months.)

Seven days of news, one day at a time. 

  • Polyvore, the social e-commerce site, just arrived at the big purple Yahoo party.
  • Also new around here: Don Steele (dfsteele​) formerly at Comedy Central, joined Tumblr as our new head of audience development.
  • Smart guy Matthew Yglesias explained why he isn’t looking for a job outside of digital media just yet.
  • Over at The Guardian, a profile of GIF Artists Collective, a community-driven project to promote the best GIF artists on Tumblr and the whole internet.
  • PopSugar is cool boots af. You could be too.
  • Tumblr is #feelingtheBern and it feels so good. Our love affair with Bernie Sanders via Vanity Fair (vanityfair) and our intrepid head of public policy, Liba Rubenstein (libawr).
  • Plus, everyone’s favorite scientist, Bill Nye, did an Answer Time to promote his new film, smartly titled The Bill Nye Film. Background and more here.

Image by pi-slices via gifartistscollective