It isn’t as easy to jump onto Reddit and start posting as it is to get going on other social media sites, but it may just be worth the extra effort.
|Scooped by Lindsay Lee|
Although Reddit is one of the most popular social media sites as far as user interaction, pr professionals have yet take the leap into the unchartered territory. The author of this article talks about how a client recently came across a relevant industry discussion on Reddit and wondered why its brand name was not mentioned. The answer was obvious to the writer being that Reddit is a user-generated site so the content is not controlled but it also sparked an interesting question. Since Reddit online community powered by users, is it an appropriate place for pr professionals to promote brand awareness for clients?
In case you haven’t dealt much with Reddit the author provides a brief overview of what the site is and how it works. “The site describes itself as “a source for what’s new and popular on the web.” Users are responsible for providing all the content and identifying what’s interesting and what isn’t. They share tidbits from all over the Internet on the social platform—images, stories, and more. Users then comment or vote to promote content they find most appealing, which then has a chance of landing on the site’s front page for maximum viewership.”
The upside of this site is the amount of users. With an audience of 85,901,746 unique visitors per month from more than 185 countries, why wouldn’t you want to tap into that market? “A successful post holds huge potential for generating online interest. The site includes hundreds of topics and subtopics relevant to a wide variety of interests. Commenting with unique insight on posts can gain you votes, upping the chances that your content will be read and shared and might even end up on the main page—where it will spread everywhere,” says the author.
But of course, with every upside there must be a downside. This site unfortunately has little tolerance for commercial content. The site thrives on non-promotional, non-editorialized material so users are sensitive to brand promotion and will immediately reject content that’s blatantly promotional. You also cannot control your image on Reddit like you can on other sites such as Facebook and Twitter, which make it even more risky.
The Cyber Relations chapter of Adventures in Public Relations says that the medium is best judged on a case-by-case basis (Guth and Marsh pg. 320). If the content is appropriate for the platform than go for it! But make sure you have done plenty of prior research so you do not damage your brand image.
Reddit is a very powerful tool if used correctly. It is completely different from any other social media site and therefore has to be treated differently. If you start small, gain respect and build a good reputation among Reddit users, then you can consider creating posts geared toward brand awareness but even then the author warns to do so with “extreme caution.”