Even before the news was confirmed on Monday, critics with long memories were reminding anyone who would listen about Yahoo’s track record with acquisitions, which has some rather notorious bumps in it, including two major ones known as GeoCities and Flickr. Those two deals alone have made many question whether Yahoo will be able to do the right thing with Tumblr — and while it may be unfair to lay the blame for these at Marissa Mayer’s feet, there are plenty of reasons to be skeptical about the future of this latest acquisition.

How long will it take yahoo to ruin tumblr?—
Blake Hounshell (@blakehounshell) May 19, 2013

GeoCities + Flickr: billions in missed opportunities

In 1999, Yahoo bought GeoCities for about $3.5 billion, which even at the time was an eye-popping amount. Although it was over a decade ago, which is eons in internet time, there are some broad similarities between what GeoCities was then and what Tumblr is now: both were distinctive and somewhat chaotic communities, focused on allowing individuals to create their own space. Yahoo did a number of things that arguably accelerated the demise of its high-priced acquisition, including trying to monetize it through hosting fees and cheesy banner ads.

The other stick that many anti-Yahoo types use when they want to beat the company up about its acquisition strategy is Flickr, the pioneering photo community that languished under Yahoo’s ownership until relatively recently. As many of its hard-core fans (including me) have argued in the past, Flickr was — or at least could have been — Instagram before Instagram.

There have been a number of post-mortems on what happened with Flickr, but in a nutshell Yahoo did almost everything wrong: the larger company took away or smothered much of the photo-sharing community’s most important features, prevented its employees from innovating or growing, and forced all kinds of integration between the two platforms that did nothing to benefit users — in fact, precisely the opposite. It was like the trifecta of failure, and a perfect example of why most large-scale acquisitions don’t work.

“All Yahoo cared about was the database its users had built and tagged. It didn’t care about the community that had created it or (more importantly) continuing to grow that community by introducing new features.”

Successful mergers are exceedingly rare

It’s certainly reasonable to argue — as many of her fans in Silicon Valley have since the Tumblr deal was announced — that Marissa Mayer shouldn’t be held to account for these lapses, since she had nothing to do with them and the internet has changed a lot since then. Yahoo is also substantially more desperate than it used to be (if that’s possible), and that has arguably made Mayer more cautious about potential screw-ups.

But the bottom line is that just because Mayer is a new CEO doesn’t mean she or the company won’t screw Tumblr up somehow anyway — either deliberately or by accident. That’s because large companies like Yahoo have a way of destroying the value of the things they acquire even if they don’t mean to do so, especially when the thing they have acquired is a somewhat unique community with special characteristics, which Tumblr arguably is.

This is why successful large acquisitions of web communities or services are so rare — rare enough that almost everyone can only point to a single example: namely, Google buying YouTube (although Facebook’s acquisition of Instagram is looking like it may be another one). The question for Yahoo and Mayer is whether Tumblr can be kept as a distinct entity and yet still monetized, as YouTube has been, or whether the process of monetization will inevitably turn Tumblr into the latest example of a MySpace-style failure.

Can Yahoo do what Google did with YouTube?

Former YouTube exec Hunter Walk took a look at what Google did right in the case of YouTube, and boiled it down to five factors, including keeping the product from getting too intertwined with the parent company and maintaining a separate physical identity. But to me the most important ones were:

Protect Tumblr from “helpful” Yahoos: This is where the accidental destruction of acquisitions often comes from — people who just want to help, but whose requests for features and other attempts at integration wound up almost “hugging us to death,” as Walk puts it. There is a powerful desire to get efficiencies out of acquisitions, but many of those attempts fail badly and ruin the thing they were trying to monetize or grow in the first place.

Stop short-term monetization that won’t scale: Walk talks about how YouTube managed to avoid the natural desire to build all sorts of easy-win monetization methods into the platform, and focused instead on longer-term approaches that were harder to sell in the early going but built more value. If Yahoo sees Tumblr as a way to bulk up its banner ad or other programs, it could wind up making the exact same mistake that YouTube was able to avoid.

In the end, much of the answer to the question about Yahoo screwing up Tumblr rests on Marissa Mayer, and her ability to stave off the desires of both the board of directors and the other senior managers who see Tumblr as either a distraction or a digital cow to be milked and then sent to the abattoir.

Post and thumbnail photos courtesy of Flickr / Stephen Brace and Getty Images / Chris Jackson and Pamuk Sekerli Tardis

Flickr is getting three big updates. All users will get 1 terabyte of photo storage for free. The site’s interface is also being redesigned to focus on full-resolution photos — both in photo browsing and in search — rather than words and links. Users will be able to share the full-resolution photos by email, Facebook, Twitter, Pinterest and Tumblr. And, in addition to the iOS app Flickr launched last December, Yahoo is launching an Android app.

Flickr Pro, which had allowed users to pay for more storage space, is going away. “There’s no such thing as Flickr Pro today because [with so many people taking photographs] there’s really no such thing as professional photographers anymore,” Mayer said (though she acknowledged that there are “different skill levels”). There are still a couple of paid options: Users can pay $49.99 a year for an ad-free interface, and can add a second terabyte of data for $499.99 per year. It’s unclear what will happen with existing Flickr Pro memberships that users have already paid for.

On an investor call on Monday morning, Mayer had noted that there are “obvious synergies between Flickr and Tumblr,” but that it’s too early to say what those opportunities will be.

The choice of location for the press conference — a hotel in Times Square — became clear as Mayer announced that Yahoo has taken out a lease for office space at 229 West 43rd Street — the old New York Times building — and will be moving all 500 of its New York-based employees there. Tumblr’s employees, however, will stay downtown at their Union Square office.

New York City mayor Michael Bloomberg took the stage to say the move reflects “what a big player New York has become in the tech industry,” with Yahoo becoming “one of the largest tech presences in the city.” He noted that Tumblr is a “New York-grown company” and that NYC was the first city government to have its own Tumblr.

“Twenty years ago, if you looked out the window, there were plenty of yahoos in Times Square,” he said. “Now the Yahoos here will make an honest living … and help us grow and make our economy stronger.”

Social media, once thought of as a tool for bored nerds and marketing gurus, has taken on a whole new role it seems — one that could stand to change the face of modern warfare forever. As BuzzFeed notes in its round-up of Twitter posts from the Israeli army (a sentence I never would have imagined typing even a few years ago), the IDF actually warned Hamas guerillas not to show themselves on the Gaza strip or risk being killed in the attacks that began Wednesday morning, and the official Hamas account responded:

@idfspokesperson Our blessed hands will reach your leaders and soldiers wherever they are (You Opened Hell Gates on Yourselves)

—
Alqassam Brigades (@AlqassamBrigade) November 14, 2012

In the hours that followed, videos of rocket attacks on Hamas strongholds were uploaded to YouTube, and the IDF blog carried a minute-by-minute breakdown of what was happening — how many Hamas rockets it intercepted, a strike by the Israeli Navy, and so on. It looked very much like the New York Times live-blog The Lede, except that it was being published by a military force: the front of the website even looks like a traditional news blog or breaking news site, complete with the usual social-media buttons for sharing content on Twitter, Facebook and other networks.

Not that long ago, CNN was the archetype of war reporting with its real-time video of the war in Iraq. More recently it has become the province of breaking-news blogs like The Lede from the Times, with minute-by-minute updates — or of National Public Radio editor Andy Carvin, sifting through live reports from civilians in Tahrir Square in Egypt and using his Twitter stream like a crowdsourced newsroom. Now, we have to add to that the army as a media entity, as symbolized by the IDF’s official live blog, Twitter stream and YouTube videos. What more could a publisher want? There are even infographics and a hashtag.

Blogging pioneer Dave Winer has written about how social media allows “the sources to go direct,” and we have seen the power that can have when a newsmaker adopts Twitter or a blog, the way News Corp. billionaire Rupert Murdoch has or the Pakistani resident who live-tweeted the raid that killed Osama bin Laden. But there is perhaps no better example of taking that principle to its logical — if unpleasant — conclusion than what the Israeli Defense Forces did on Wednesday. How does that change the way that wars are waged, or experienced, or covered by journalists? It is certain to do all three.

In print, this looks like extremists. On Twitter, this looks mainstream. Dangerous how diff platforms lead to diff conclusions.

—
Andrew Katz (@katz) November 14, 2012

Governments and armies have always tried to influence the way their battles are perceived, whether by “embedding” journalists or by creating their own mouthpieces — people like Tokyo Rose and Axis Sally, who broadcast favorable messages as a way of destabilizing the enemy or turning the tide of public opinion (or both). But now, commanders and their political chiefs have tools at their disposal that would have been almost unthinkable even a decade ago: all the same tools that a newspaper or a TV network has, and probably more. Their message now lives or dies by the same principles.

As more than one observer has pointed out, the main issue when armies become media entities is how to sort out the truth from the marketing spin — and how to ensure that the other side gets fair treatment, even though it may not have as powerful a marketing department. Just as NYT media reporter Brian Stelter has said that having Rupert Murdoch on Twitter makes his job a lot harder, the advent of military publishers will likely force traditional war correspondents to up their game as well — and it will put even more emphasis on crowdsourced efforts like Andy Carvin’s Twitter newsroom.

@mathewi Feels like a watershed moment.

—
Jim Roberts (@nytjim) November 14, 2012

Post and thumbnail images courtesy of Flickr user Petteri Sulonen

In addition, Pinterest enabled in-board play for Kickstarter, Slideshare and Soundcloud, “so you can curate great collections of projects, presentations, and sounds, and play them right there on your boards.”

“We think simple and automatic attribution is a step forward for the sharing of content online,” the company says on its blog.

You have to be signed into Flickr to see the “Pin It” button. The automatic attribution looks like this:

Pinterest faces ongoing questions over copyright, with sites like Getty and iStock Photo complaining that their images are being pinned to the site without attribution or — perhaps more importantly for them — payment. Today’s new attribution policy could be expanded to other sites (it’s a “a work in progress and we’ll continue to add additional sources,” Pinterest says), but the compensation question hasn’t been answered yet.

– iCloud: The good news for Apple (NSDQ: AAPL) is that 76 percent of iPhone owners say they will be using iCloud and 30 percent will even give iTunes Match a spin. The bad news is that Apple seems to be having some trouble holding on to key executives running the new initiative.

– Samsung/Apple: Samsung won’t get to see Apple’s products before the rest of us; but it also looks like Apple might also not get the injunction it was seeking on Samsung’s products. Here’s the latest on the two companies’ patent and trademark lawsuits.

– Flickr: New data shows that the iPhone 4 is the most popular camera on the popular photo sharing site Flickr, but because photos sent via apps don’t get counted, some think that its margin of leadership is even bigger than Flickr says it is.

– AT&T: Verizon may be gearing up to end its unlimited plans, so that gives AT&T (NYSE: T) the perfect opportunity to launch one of its own for prepaid users: $50 all-in.

– Best Buy: Not to be outdone by Google (NSDQ: GOOG), Amazon (NSDQ: AMZN), Apple and the rest of the cloud bandwagon, Best Buy is now also expanding its own services up in the sky: it’s extending its Music Cloud service, first started in the UK, to the U.S. market.

– YouTube has created a special channel for the event here. The site has been up for about a week and already has 13 videos promoting the president-elect’s volunteer initiative, National Day of Service.

– Aside from videos, there is also the official inaugural committee’s Flickr page for photos, and a Twitter site.

– Over at CNN.com, Hammock is particularly impressed with the cable news channel’s use of Microsoft’s Photosynth feature for The Moment. Photosynth reconstructs a scene or object from a bunch of flat photographs. It will take photos from the event and combine them all at the exact moment President-elect Obama is sworn in.

– Think you have the rhetorical skills to help out the president-elect on his inaugural speech? The Guardian’s Jemima Kiss points readers to the Inauguration Speech Generator.

– Meanwhile, the U.S. Congress’ official inaugural site will not only provide live streaming of the inauguration, but also has coverage of the inaugural lunch menu, plus recipes (PDF); the three-course meal includes herb roasted pheasant with wild rice stuffing (yield: 10 portions).

Avid photographer, blogger and outspoken Flickr user Thomas Hawk chimed in, expressing optimism on the deal, though he wondered how it would fit into Getty’s existing business model, which draws a line between its premium stuff and its lower-end iStockPhoto site: “iStockphoto sells images for much less than Getty’s traditional stock photography business, typically marketing images at $1, $3 and $5 per image. It would appear that with this new offering, Getty is going to treat at least some of Flickr’s images as they would their own ‘Pro’ photographer imagery. My own expectation would be that current Getty ‘Pros’ are probably none too happy about having a new horde of ‘amateurs’ jointing their ranks and competing with their own image sales.”

Update: Some more from Thomas Hawk, who’s currently attending a photo summit up in Redmond. According to a representative form iStockPhoto, this partnership is going to be very small at least to begin with. It will only offer, for the time being, 2,500 images, which is less than a drop in the ocean for both Flickr and Getty (NYSE: GYI). As for when it might extend beyond that, there’s no official line. As Thomas Hawk notes in the comments below, he was initially given the wrong information. In fact the plan is to launch the program with tens of thousands of images.