- Yahoo-owned Tumblr has named Sima Sistani its first-ever "director of media."
- Sistani steps into the position from her post as director of mobile growth operations at Yahoo and will bring a background in film and TV from her days at Plum TV and talent agency CAA.
- Sistani will be responsible for reaching out to TV and film for media partnerships in an effort to compete with the likes of Facebook and Twitter in the media space.
The race for the "second screen" has become fierce in social media. Tumblr is smart to appoint a person to develop media relations for the platform. Entertainment media and social media are becoming increasing intertwined so it's critical to have a purposeful plan. Appointing Sistani as director of media is a good jumping off point.