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whats all the fuss about reddit

What’s All the Fuss About Reddit for B2B?

June 1, 2016

Reading time:  3 minutes, to get your day started!

There are many ways to get yourself out there, some of  which we reviewed earlier this week. Reddit as a marketing tool for B2B is less common, and you don't know what you're missing!

On the surface, Reddit looks like a mish-mash of conversation threads about news, Radiohead albums, cooking and anything else imaginable.

Below the surface, though, this online community actually has structure and is a go-to resource for as many as 234 million people, many of whom seek guidance about topics from like-minded visitors and experts. In other words, don’t discount the power of this immensely popular site just because it looks a little messy.futarama-fry-reddit.jpg

Reddit calls itself the “front page of the Internet.” But beyond Reddit’s actual front page – which displays what’s “hot” on the site – visitors can seek content and discussions about topics that interest them. A post in a tailored sub-community known as a “subreddit” can simply be a landing spot for a link to a story or photo, or it can lead to comments that engender enlightened conversation.

We recently discovered 15 open subreddits that incorporate the word "cybersecurity" and offered content about topics such as cybersecurity insurance and telecom cybersecurity internet policy. More specifically, in the mainstream “cybersecurity” subreddit, recent posts included a student’s self-created poll about cybersecurity for a project, a cybersecurity job posting, and a blog post by Coronet (one of our clients, by the way) about law enforcement drones being susceptible to communication jacking.

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If you’re a marketer, Reddit is a dream platform. You can learn what’s really going on in your industry and contribute to the conversation, it's great for repurposing your content as well, but the catch is you can’t act like a marketer. You will be sniffed out and ignored if you come across as promoter of products.

You don’t want to be exiled on Reddit because, for one, it’s a solid bridge between marketers and techies -- namely, dev-ops, developers, stack architects, and system and network administrators. Conversations between those two sides don’t happen often, but techies such as developers and system administrators love to hang out on Reddit and are happy to engage visitors. They like to show off their knowledge, after all.

One of the most popular Reddit destinations is IAmA ("I am a…IT guy at a cybersecurity company" for example), where a user can post an “Ask Me Anything” (AMA) and field questions about his profession, a product, trend or topic of expertise.

An AMA is an ideal place to engage these experts and learn how a tool is actually performing. If approached properly, a techie will shed light on what the latest trends are, what works and doesn’t, and what customers really need. Their insight is a genuine guide to where their industry is headed.

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Feel free to share your opinions but – again – there’s a difference between honest conversation and pimping/heavy-selling a product. You can offer thought-leadership content that will guide a conversation, but if you want to be part of the discussion in the future, don’t offer sales and marketing content. Don’t promote your product!

Join in the conversation. Choose a subreddit that interests you. Also, remember to upvote what you like and always strive to be a part of the conversation.

Reddit has almost everything for everyone. It’s worthy of the fuss and hype. And you’ll find it’s a worthy place to get feedback – including insight from those valuable techies – that will make you a more informed marketer. Check it out.


About the Author

Billy Cina

I've been around the B2B tech and start up marketing scene long enough to claim veteran status. Nostalgia aside, I've become pretty good at what I do, which is why in 2014 I Co-founded Israel's leading tech marketing agency, Marketing Envy.

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