Developer Spotlight: Tumblr

Tumblr is a blogging platform that lets people post content – including images, videos, links and audio – to their tumblelog, a short-form blog. Tumblr integrated Open Graph into their web and mobile apps to make it easy for people to post Tumblr content to their timelines.

Tumblr web app	Tumblr mobile app

What Tumblr Does Well

Tumblr associates a photo with each post published to timeline and news feed, creating more attractive stories for friends. Tumblr uses the message property for personal messages on the Post, Reblog and Reply actions to show more relevant content to friends.
Tumblr provides clear messaging about what activity is posted to timeline and simple controls to help users determine what is shared on Facebook.

Implementation Profile

Actions - Objects Post - Entry, Photo, Photoset, Video, Audio, Link, Quote, Conversation: "Jeff Sherlock posted an entry" Reblog - Entry, Photo, Photoset, Video, Audio, Link, Quote, Conversation: "Chris Ackermann reblogged a photo" Like - Entry, Photo, Photoset, Video, Audio, Link, Quote, Conversation: "Andy Mitchell liked a link" Reply - Entry, Photo, Photoset, Video, Audio, Link, Quote, Conversation, Question: "Jillian Stefanki replied to a question"
Aggregations Most Recent Post Likes Recent Likes Recent Posts Recent Reblogs

Result
Since launching with Open Graph in April, Tumblr has seen referral traffic from Facebook increase by more than 2.5x.