PR pros’ calendars are filled to the brim, as they try keeping up with current events, monitoring trending news stories, researching and pitching journalists and evaluating media results.
Add to the headache social media, which has added another level of monitoring and engagement to the daily tasks of a PR pro.
Of course you know about Twitter (after all, journalists hang out there the most) and we’re sure you’re monitoring your brand or clients on Instagram. You promote your company’s accomplishments on LinkedIn, and you’re forever trying to navigate Facebook’s tricky algorithm.
You’ve got the big guys covered.
However, there is one often overlooked social media site PR pros tend to miss: Reddit.
Reddit is a goldmine for PR professionals, and if you’re not paying attention now, you should be.
What is Reddit?
Reddit is about community. Reddit is a network of over 100,000 communities based on interests where people (called Redditors) discover the topics most relevant to them.
Check out these interesting Reddit stats:
- Reddit currently has more than 330 million monthly visitors.
- Some 51% of Reddit users are between the ages of 18 and 34.
- Reddit’s audience is 40% women and 60% men.
- Reddit users are more engaged than those visiting other social media sites.
- The median household income of the platform’s users is $88,000.
According to Reddit, 85% of users who return do so for a specific community.
In each of these communities, passionate members discuss and upvote (or downvote) content relevant to their communities. Redditors follow “Reddiquette”, an informal expression of the values of many redditors, as written by redditors themselves.
How PR pros and brands can use Reddit
With such a large audience discussing millions of different topics on a daily basis, the platform is a great place for PR professionals. However, Reddit is a different beast compared to other social media platforms.
Users are savvier and can sniff out self-promotion easily.
Here are a few tips for PR pros looking to start using Reddit:
1. Become an active user.
The best way to get to know a social media platform is to use it personally first. You can’t join a social media platform as a brand without understanding how and why individual users engage.
Create an account (you can’t change your username, so choose wisely) and join a few relevant communities that you’re interested in.
I recommend new users check out the mobile app first, as it’s a bit easier for the uninitiated to browse. The web version can sometimes be overwhelming for those new to the site.
Know that most Reddit users prefer to remain anonymous, hence why they use usernames that don’t offer identifying information.
2. Limit self-promotion (and be transparent if you do promote something).
Think of starting in a new community like going to a cocktail party. You want to get to know the other folks there, not just talk about yourself.
Reddit thrives on user participation, and this includes publishers. Be mindful of where linking to your own content will enhance the dialogue.
If you do share your own content, provide a high-level story narrative, and be explicit about the post, comment, thread or community you’re referencing.
A great way to use Reddit as a PR pro is to host an AMA (Ask Me Anything) where Reddit users can ask an expert questions on a given topic. Users can post their AMA in the AMA-specific subreddit or follow directions within a certain subreddit to request to host an AMA.
(Remember that every subreddit has different rules. It’s important to familiarize yourself with that sub’s rules and policies before participating.)
3. Use Reddit to see what’s trending in your industry.
Reddit is an amazing place to source ideas for your pitches or content.
Be sure to subscribe to subreddits that impact your field. For example, if you work for a fitness brand, you might frequent r/fitness, r/fitbit, r/loseit or r/mealprepsunday. There are hundreds of relevant “subs” to explore.
Sort the sub’s content by “hot posts” to see posts that are being upvoted and commented on frequently. Viewing these posts can offer valuable insight into what people passionate about your field or industry are talking about right now. These discussions can help inform future media pitches or blog/social content.
How are you using Reddit in your PR campaigns?
Emma Haddad is the PR manager at Muck Rack. A version of this article originally appeared on Muck Rack, a service that enables you to find journalists to pitch, build media lists, get press alerts and create coverage reports with social media data.