Tumblr Appoints “Director Of Media,” Has Twitter Envy

tumblr logoFacebook, Twitter and Google are all increasingly vying for TV and entertainment industry money. And the competition is intensifying. One example is Google muscling in on Twitter’s turf with American Idol voting last night.

Yahoo’s Tumblr also wants in on the action.

Yesterday Yahoo announced that it had appointed Sima Sistani “director of media.” Sistani had been director of “mobile growth operations” at Tumblr parent Yahoo. More importantly for her new role, Sistani has a background in film and TV, having worked for cable network Plum TV and at talent agency CAA from 2003 to 2006.

Yahoo/Tumblr issued the following official statement about Sistani’s new position:

Tumblr today announced Sima Sistani as the Director of Media, effective immediately. Sistani is charged to lead Tumblr’s initiative to develop comprehensive integrations and strategic partnerships with entertainment and media properties. Based in San Francisco, she reports directly to Lee Brown, Global Head of Brand Partnerships.

“Tumblr is the land of opportunity for creators and the home of fandom culture. We have something for everyone on the platform, and there is huge potential to leverage the amazing content produced by our passionate community with media and entertainment brands. I’m excited to cultivate these new relationships and increase Tumblr’s presence in the broadcast, publishing and entertainment space.”

Sistani will be doing outreach to film and TV producers and studios to develop content and marketing relationships for Tumblr and probably Yahoo more broadly. She will report directly to Lee Brown, Tumblr’s global head of brand partnerships.

The move is smart and seeks to take a page from the Twitter and Facebook playbook. Yahoo acquired Tumblr for $1.1 billion in May of last year.

Related Topics: Channel: Social Media Marketing | Tumblr | Yahoo: Advertising | Yahoo: Business Issues


About The Author: is a Contributing Editor at Search Engine Land. He writes a personal blog Screenwerk, about SoLoMo issues and connecting the dots between online and offline. He also posts at Internet2Go, which is focused on the mobile Internet. Follow him @gsterling.

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