Finding an authentic voice with Tumblr

Finding an authentic voice with Tumblr

By Katie Moffat


In August 2013 the Museum of Modern Art (MoMA) in New York launched ‘MoMA Teens’ - - a Tumblr blog that aims to introduce more teenagers to the world of MoMA. Two months after launch the blog already had 2,500 followers. The day-to-day management of the blog is undertaken by ‘teen editors’ who have built up a relationship with MoMA through its classes and courses.

“It’s important that we have a teen centric online presence and we strive to have it reflect the dynamic style of what we do with our range of on-site teen programs.  The goal with our online activity isn’t necessarily to bring kids into our physical space because most of them that we connect with won’t be physically near enough to come, the larger goal is to express the reality of what MoMA teen programming is all about.  MoMA is so well known and comes with a whole load of expectations but MoMA Teens is completely different and in a sense we look to create a separate identity, while coming under the MoMA umbrella.”

Resource type: Case studies | Published: 2013