It’s not for nothing that Reddit calls itself “the front page of the internet“.
Don’t let the dated look fool you. Founded in 2005, Reddit has since grown to be a substantial source of news with a powerful online community that has proven to have quite an impact when used against or for a brand, situation or cause.
What is Reddit?
Reddit is a platform on which people can submit content and redditers “vote on which stories and discussions are important. The hottest stories rise to the top, while cooler stories sink.”
Chris Tynski has said that:
“Reddit enables the individual, and gives literally anyone who has something interesting enough to say the ability to reach millions.”
And he’s not exaggerating. We’ve seen the full force of the Reddit community in recent issues and online crises such as the Applebee’s social media issue and, even more recently, that of Amy’s Baking Company.
Reddit’s power comes from their communities
The power lies within the tightness of the Reddit communities. With millions of unique visitors each month logging in from hundreds of countries around the world, when a Reddit community has something to post, say or a cause to actively protest or voice out against or for, the world is going to hear them.
Reddit’s activity for the month of May 2013
What does this mean for your crisis management?
Reddit has proven to not be a platform to disregard. There is strength in numbers and Reddit definitely has numbers! Even if it is not a platform on which many of your customers or your target audience can be found, that doesn’t mean that you should disregard the platform or its potential for social disaster.
I recommend that you investigate the platform, determine whether or not your audience plays an active role within a Reddit community and, whether the answer is yes or no, be sure to keep a watchful eye on the platform in association with your brand. It’s important to be aware of the different platforms out there and the potential risks and benefits they may have on your brand. And with 69+ million monthly visitors and 4K+ active communities, Reddit is definitely one to keep an eye on!
Author of Crisis Ready: Building an Invincible Brand in an Uncertain World, Melissa Agnes is a leading authority on crisis preparedness, reputation management, and brand protection. Agnes is a coveted keynote speaker, commentator, and advisor to some of today’s leading organizations faced with the greatest risks. Learn more about Melissa and her work here.
Incidentally, Reddit is also where domain registrar Go Daddy experienced their last "crisis" in December 2011. Imagine that: one person posted something there about Go Daddy, others followed suit, and that considerably affected the registrar to the point of forcing them to act and (somewhat) change.
Indeed goes to show how influential Reddit is. It's definitely a source that can't be ignored online!
Excellent example David! Redditors truly are a strong online force and the platform is one to keep an eye on when it comes to our online monitoring.
Thanks for solidifying my message with this excellent example!