If you use Tumblr, it's well worth following NPR's Social Media Desk if you don't already.
The outlet's Wright Bryan blogs about tools, tips and lessons learned when it comes to social media, such as this recent post about how, since December, a few tweaks to the way NPR uses Tumblr have resulted in a boost in engagement.
"We’ve seen engagement, impression and follower numbers rise in comparison to the period leading up to our renewed focus on the Tumblr," writes Bryan.
"Aside from some isolated spikes, we’ve managed to bring our daily engagement rate up into the 2-3K range. We’ve even had NPR content featured on the Tumblr Radar."
The NPR Tumblr guidelines include advice on post formatting, publishing times, multimedia such as photos, videos and links, and original content vs. reblogging.
See also: How 5 media outlets are using Tumblr.