The TODAY Tumblr, the first morning news program on the social platform, not only shares the highlights of American’s no. 1 morning show, but also mobilizes the online community to share feedback, interact with the staff and talent, and get involved with the show’s content. TODAY produced Tumblr-only content for significant series, including the royal wedding, ‘Where in the World is Matt Lauer?’ and ‘TODAY Throws a Wedding.’ The TODAY Tumblr, which currently boasts 30,000 followers, has been applauded by Mashable, Poynter, Mediaite, Lost Remote and more. Standout posts include one on a 9-year-old girl who saved her little sister, which garnered 22,000 notes and evolved into a bigger story with followers updating the community on the girl’s status. More light-hearted moments were also captured, including the Tumblr-only images of Hoda Kotb reacting to a surprise visit from Beyonce and Al Roker re-enacting “Dirty Dancing" with Ryan Gosling.