In an effort to leave a lasting impression, or at least a message that lasts longer than on other social media platforms, VisitBritain has turned to Tumblr, launching a Discover Great Britain blog. The blog is an amalgamation of content created by staff writers and bloggers who have a social following of their own. Identifying these third-party content creators, programming the editorial calendar and choosing when to promote the posts is an ongoing effort that involves collaboration with Tumblr. The tourism board has found kindred spirits in various pockets of Tumblr's community, including avid fans of British culture. For example content about Harry Potter generated nearly 1,200 notes compared with other posts that drew an average of 200 notes last week. While Facebook posts and Twitter tweets tend to be more time-sensitive, the content on Tumblr is believed to have greater staying power. However, the challenge of posting the right content at the right time to get maximum organic engagement.