Swann Galleries have launched a social media project that reaches out to the global photography community of collectors, curators, dealers, critics, photographers and enthusiasts. The new blog, called Photophilia, is hosted on tumblr and offers a fully interactive platform for sharing your favourite photos along with a few lines of text explaining why you love them. More than 25 users have posted their beloved images so far, with works by well-known photographers such as Herb Ritts, Alfred Stieglitz, and Irving Penn. For those unfamiliar with web publishing tools, Swann offers a more old-fashioned way to take part in the project. They have produced a limited-edition series of postcards (pictured) with sample images that come in sets of five and are accompanied by a response card with room for a description of a favourite photograph.