Reddit – Social media business strategies blog Fri, 29 Dec 2017 08:16:17 +0000 en-US hourly 1 Our guide to social media curation Thu, 14 Nov 2013 13:01:47 +0000 Continue reading ]]> Flipboard2Photo by Johan Larsson via Creative Commons

The best tools for curating inbound content that comes across your desk, plus measuring your curation success

Target audience: Curators, content marketers, marketing professionals, SEO specialists, PR pros, brand managers, businesses, nonprofits, educators, Web publishers, journalists. This article originally appeared at Moz and is republished with permission.

By Gianluca Fiorelli

GianlucaLast year I published The Content Curation Guide for SEO, but with the passage of time I thought it needed a fresh edition. This post digs deeper into an aspect of content curation that is actually the most widely used and useful to content marketers who must deal with social media curation as part of their duties.

It’s important to include social content curation in your inbound marketing strategy. So below you’ll learn how to prepare, organize, execute, and analyze your social curation activities — and what tools to use. (And see’s earlier articles on the curation wave and top curation tools.)


Questions from content marketers

Let’s start with five questions I often get from content marketers:

1If you have many clients for which you need to curate content, you need to have multiple profiles for all your clients’ social media accounts. What are the best tools for managing these and for managing mentions across all the accounts?

I’m a fan of Buffer for its awesome tools. However, its premium version only allows adding up to 12 social accounts and have up to two team members access the accounts. If you are doing social content curation for many clients, you may need a more powerful tool.

One option is HootSuite, whose premium plan allows you an unlimited number of admins for social profiles and a much larger number of social networks (Google+ included). You may also want to look at strongly social web platform such as, Tumblr, YouTube, and others.

2One important trick is to send out different versions of the same content throughout the day, week, or month. How’s that done?

Ideally, to obtain the best effect from your social content curation, it is always better to craft the message accordingly to the specific nature of the social media you are going to share it. For instance, not only Twitter, Facebook, and/or Google+ have their own specific characteristics that you could miss using to your advantage with a single “standard” message, but they also present very different user behaviors, even in the case the users are the same in those three social networks.

With platforms like Buffer and HootSuite, you can easily switch from one social channel to another from within the same platform, which will surely save you time and lead to better results.

3How to stay on top of all this content? You might have RSS feeds, Pocket, newspapers, Flipboard, and more continuously feeding in stories on SEO, PPC, social media, etc. – and it can get overwhelming. So how do you stay sane and up to date?

How do I stay up to date throughout the day? With just these tools: Zite, Twitter, G+, Feedly and a social media dashboard

Actually, even though I like to experiment and play with as many tools I can, I don’t use many. To be honest, I use only these:

  1. Zite, Twitter (the selected people/sites I follow and the lists I created), Google+, and the posts/comments in the blog I trust the most (i.e. Moz and YouMoz) for discovering new sources
  2. Feedly, an RSS reader, as the hub of all the sources I select over time
  3. Buffer, for the sharing process, and, Followerwonk, Google+ Ripples, and Facebook Insights for the analysis of my social curation activity

How do I stay sane and decide what and what not to read/create content about? Experience sure helps me, because with the passing of time, you learn how to easily recognize if one piece of content is so outstanding you should share it with your audience. But here few tips, which may help you:

  • Don’t read first, but “skim” the posts in your RSS feed. If the first paragraph (more than the title) makes you want to read more, then there’s a chance that the posts is good and interesting.
  • Put a lot of weight in your sharing decision of the conclusions of the post. The best posts usually have amazing last paragraphs, which not only summarize the thesis of the post and its takeaways, but also make you literally say “WTF!”

4A question that comes up frequently is: What should the frequency of sharing blog posts be?

Facebook and Google+ (thanks to their Lists and Circles) let you make invisible any “reshares” to your followers who saw it previously

If by blogs we mean social shares, the frequency depends on the social network you’re using to share your updates. The most common rule is to not overwhelm your audience with an excessive amount of shared content. For this reason, I am not particularly a fan of automation in social media, even if acclaimed people like Dan Zarrella are praising it. Automation, which is not the same as scheduling, takes away the human touch of a real and thoughtful human social curation, which – with the quality of the content shared – is what makes the difference.

That said, especially if your audience is spread all over the world, it is more than probable that you will need to share the same content at least twice in order to be reach the most of them when they are socially active. Luckily, social networks like Facebook and Google+ (thanks to their Lists and Circles) let you make invisible any “reshares” to your followers who saw it previously.

5How do you measure the success of content curation?

I measure it considering the two objectives I always want to reach with my content curation activities:

  1. The increase in the number of followers/fans on my social profiles
  2. The number of the authors of the content I curated who thank me and possibly follow me

Why social content curation

We see it every day in the Search Engine Results Page, we see it as being in the background of every Google update of late (Panda, Penguin, Hummingbird), and we see it in people’s buying behavior: Trusted brands are the entities of excellence for Google.

This positive attitude of Google toward brands is logical. In fact, people tend to trust more a recognized brand rather than some unknown one. This is even truer online because brands tend to be considered as a reassuring “lighthouse” within the Internet, which is mostly a confused ocean of information.

Brands like Amazon, REI, CocaCola, Airbnb, and Zappos have a trust advantage that sites as,,,, and (any reference to existing sites is purely casual) may have. The same can be said regarding to people. We naturally tend to consider someone as the trusted reference in a specific niche as we get to know them.

Thought leadership makes a brand a leader in its niche

Thoughful Leaders

As defined by Forbes: “A thought leader is an individual or firm that prospects, clients, referral sources, intermediaries and even competitors recognize as one of the foremost authorities in selected areas of specialization, resulting in its being the go-to individual or organization for said expertise.”

Moreover, a thought leader is an individual or firm that significantly benefits from being recognized as such.

Thoughtful leadership is the intangible gold that makes a brand or a person a leader in its niche. But none is born a leader.

Inbound marketing — the synergy of SEO, content, and social media marketing — is now recognized as the optimal strategy to use in order to obtain this level of thought leadership. Content curation, as a facet of content marketing, can be of help in making that objective happen.

How to to properly conduct a strategy of social content curation

First of all, you must make sure you’re targeting the correct audience. This section of Followerwonk is a huge help in making that goal possible, and the methodology is explained by Peter Bray in this post.

However, while that methodology is useful to understand your potential audience, you also need to understand a second kind of audience: the people who are able to influence the thought leaders in your niche, because nothing is truer – especially for brands in its beginnings – than that it is easier to influence an influencer via the ones who are already influencing them (sorry for the tongue twister).

Infuencers Influencers

Once you have determined your audience, you should map it and segment it. After these steps are complete, you can start doing social content curation for real.

How can I find trusted sources of information to curate?

Resource directories and news aggregators

You can use directories like Alltop, where you can find extremely well curated list of blogs for almost any kind of topic.

You can also use curated aggregation sites like or Hacker News in the Internet marketing and technology fields. Sites like those exist in mostly every niche; for instance, is news aggregator about mortgage.

Don’t forget about how often news aggregation is conducted via newsletters, especially when it comes to very small and specific niches. Fortunately, you can rely with newsletters aggregators as Smartbrief to dig into these hidden treasures.

Finally, if you are working for an enterprise level company, you can find market content curation enterprise solutions such as Factiva by Dow Jones.

Social network personalized suggestions, lists, and groups

Quality resource directories, curated news aggregation sites, newsletters aggregators, and enterprise solutions are perfect for collecting sources, but as time passes and you become more socially active, you should start paying more attention to other sources for discovering new content to curate. A few examples include:

  • Twitter Stories
  • Linkedin Today
  • Slideshare’s recommendations
  • Suggested Communities and Google+ suggestions in its Explore section
  • YouTube suggestions
  • And so on

As you can see, all kinds of information is based on personalization factors. For this same reason, it is safer not to mix the use of what you are doing on your personal social profiles, or you can literally screw up the quality of the suggestions.

YouTube - Bad Personalization

A site like Topsy, thanks to its very good internal search feature, is another great source for discovering new content to share with your audience, especially when you must consider the “freshness” factor in your curation.

Lists, like the ones created by the users on Twitter and Facebook, Groups (FB), and Communities (G+), are often overlooked. However, they are amazing sources of new and surprisingly good content. They are also an easy way to extend your own audience thanks to the conversations you can create there and a really easy way of discovering the ones I previously defined as the influencers’ influencers.

The old school (still good) methodology: commenters’ analysis on blogs

Personally, this is still the methodology I prefer the most.

It is not scalable and presents many defects in terms of time spent conducting a curation research, but possibly it is the best way not only to discover new amazing sources, but also for creating strong relationships with those same sources.

When I was more of a new kid on the block in this industry than I am now, I followed this tactic. I was able to discover sites like SEOgadget, Distilled, and SEERInteractive, and I also created great relationships with people like Richard Baxter, Dr Pete, John Doherty, Mike King, and many others, all thanks being very active on the SEOmoz community.

How can I organize the sources I have collected?

“It’s not information overload. It’s filter failure,” Clay Shirky once said. And filter failure happens if you’re not able to organize the sources you have collected for performing your social content curation activity.

What I am going to present is my methodology, which I do not pretend is the best one. What I know is that it gives me positive results and therefore it may be of help to you, too.

The curator’s best friends

Now that Google Reader is no more, Feedly and Buffer are my best allies when it comes to content curation. I use the Feedly as the hub of all the sources I have discovered, and Buffer is the tool I prefer for socially sharing my curated content.

When curating content, it’s essential to perfectly categorize the main subject of your curation interest in subtopic. For instance, I subcategorize SEO into its different facets:

  • Technical SEO
  • Local search
  • Link building
  • International SEO
  • Schema, Authorship, and G+, etc.

More importantly, you must maintain the consistency of this categorization in every platform you are saving sources — for your Pocket account, Diigo, or your own browser favorites, and not just in your RSS reader.

My Favorites Categorization
Here’s how I categorize SEO and social media topics into subtopics.

Some curators to take a page from

How do I curate things? Let’s talk examples.

The style and tone to use when doing social content curation varies depending on the social networks you are using for these simple reasons:

  • Every social platform offers you different “formal” opportunities for sharing content. The character limitation of Twitter is the easiest difference you can list, but others do as well.
  • The users’ behavior varies a lot from a social platform to another. On Twitter, they tend to prize timely news shares; on Facebook, photos and videos; and on Google+, long form works usually better than short posts.

What voice to use is something that you learn with the experience and the analysis of the success (or failure) of the curated content you have shared. For that reason, it’s important to use shorteners like, or to use tools like Google+ Ripples and Facebook Insights, which allow you to track the life of your shares.

You can find inspiration from people who master the art of curation. Here is a short list of “non-official curators” people and brands, who are indeed doing great social content curation:

The best side effect of content curation

Relationship Marketing

Social content curation should be meant as a content marketing tactic to help you and your brand become a trusted source of information, and eventually a thoughtful leader, in your niche.

Social content curation can also be a great way to break the ice and start creating bonds, relations, and serendipity with other people, that can then result in future occasions for link building, social shares of your own original content, or even collaborations.

In this sense, social content curation is a great “tool” for what it is normally defined as relationship or influencers marketing, as it shares the same purpose: creating trust.

Agree? Disagree? Please share your thoughts below!

Gianluca Fiorelli is a Strategic SEO & Web Marketing Consultant operating in the Italian SEO market and internationally. He offers International SEO Consulting with Moz is not affiliated with Moz pro­vides the Web’s best SEO tools and resources.

Social content curation webinar (Moz)

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Don’t mess with Texas (or reddit) Tue, 31 Jul 2012 12:00:08 +0000 Continue reading ]]> This is the second of two parts. Also see:
reddit is the elephant in the room of social media marketing AbrahamMy recommendation for you individuals who are interested in just growing your experience, mastery, equity, and inclusion as deeply as you can in as many relevant and germane communities as possible, you will never be rewarded unless and until you really commit to reddit. I have been with reddit way over 5 years and I have yet to get any traction there. Like I said last week in Reddit is the 800-pound Gorilla in the room, commit to reddit completely. Eschew Facebook and Twitter for a little while and replace Flipboard on your iPad with reddit. Commit making reddit your morning news and the novel you read before you go to sleep. This week, I want to add a few more specific tips.

Of course register, but register as yourself and not as your brand, your company, or you business, though naming yourself after your hobbies or passions or best feature, your sport, your team, your OS, or your geolocation seem to be popular ones. Many people use the same handle on reddit as they do on YouTube, message boards, and on Twitter, which is smart if you want to be transparent and let people on reddit who casually Fisk you know that you have nothing to hide and have an online historical context (but stupid if you want to elude detection or don’t want me – or someone like me – to find you, actually).

Just in case this isn’t obvious to you, part of listening includes reading threads and not just clicking through to the links. You need to read through all the comments, all the nested comments, all the internal dialogues and the OT (off topic) conversation. Most of the best intel that I have collected in the crisis work I neither confirm nor deny is deep in the conversation after a reddit submission has fermented for a while.

Once a comment thread really build some steam and folks pile in, people lose themselves and you can see people doing research, Fisking, checking facts, and lowering their guards. People really reveal themselves deep in the comments and you can really get to know, especially after the submission is stale enough to turn into a de facto place to chat, to compare notes and to do a little fencing for status, dueling for geek cred. It is here where you can learn more about community pecking order, status, intelligence, competence, context, what people do behind their anonymity, how old they are, where they’re from. This is where the community coalesces and builds, in the secondary and tertiary conversations – the chats you’ve ignored because they’re no longer really about the new Microsoft Surface – except they are. It is in these deep contests where young bucks can – and do – challenge the alphas for dominance. It is also where folks can work on their post count – places they can just chew the fat while positively effecting their reddit karma and reputation.

Let me explain in a way you’ll understand: you know how much you talk about frequent flier miles with your friends and how much of a pissing content you’re in with you workmates over what level you are with your respective airlines and hotels? Well, consider reddit Karma and message board post counts to be analogous to flier or hotel miles. And even though you spend most of your time drooling on yourself, looking like an idiot in your inflatable neck pillow, you fancy yourself a road warrior just because every mile you travel in the air at 600-miles-an-hour gets you closer to the hallowed “million mile club.” (Man, yuppies are lame!) Same thing with reddit (and most of the other contribution-based communities and platforms, including many of the top file-sharing sites).

Don’t worry, gaming post count is a open secret and people are pretty up-front about it. It is essential because when you play silly post count games such as “word association” you really really get to know how game folks are, how willing to be silly they can be, how tolerant people really are, and how well they play with others.

Here’s a new flash: company happy hours, lunches, dinners, and team-building exercises are not optional, they’re analogous to games meant to jack your post count. they’re stress-tests that your employers and those sneaky HR managers use to see if you belong – if you’ll ever make it to VP or partner, and if they actually like you. You can’t just blow them off because you really should be back with your toddlers and your loving wife and ailing mother. Those yearly trips to Vegas are as important as your yearly performance review – and your success and popularity – and discretion – at these (mostly) harmless events very much color your yearly reviews by either enhancing or diminishing them and what management is willing to turn a blind eye to or really obsess about. Remember that when you decide to take a winter holiday instead of attending your company’s Christmas party!

Well, the same is true for reddit and communities like it, both online, virtual, communities as well as in real life. When you’re wading in to the shallow end of the reddit pool, people are going to be judging you based on your swimwear, your fitness, your abs and how cute your butt is, like it or not. they’re going to haze you if you get a little deeper; and they’re going to be suspicious of you as you swim deeper, and they’ll jealous of you if you become more popular or prove yourself more useful or interesting.

Come on, if you’re over 30 you already know all of this stuff. Why don’t you think it maps exactly and perfectly the same way online. We in word-of-mouth constantly de-humanize the natural humanness of online communities, assuming that simple tricks of seduction and incentive – what’s in it for them – can trick thousands of people who are in a very real, albeit virtual, family. I made the same mistake when I dismissed the entirety of Second Life with a turn of my quill without thinking that maybe the heart of Second Life has nothing to do with their exceedingly heavy and mobile unfriendly-app and more to do with the beautiful universe of furries for whom Second Life is their real home. My bad. Never again.

Once you’ve checked your ego at the door – who you were in high school, what college you attended, how much you make, how hot your spouse is, and how good you look in skinny jeans – dive in. Just remember that nobody knows you in this, your new school. They don’t know how hot or successful, they’ll just know you don’t know the difference between they’re, there, and their, and they’ll crucify you for it.

I do recommend you don’t do three things:

  1. Don’t comment right away as this community has a lot of history and people all sort of know each other and until you get a little context, reserve your judgement to an up or down arrow for now).
  2. Avoid being sarcastic, snarky, or a troll until you have enough history and reputation – acceptance – that folks know you’re not a dick but just dry-witted or dickish-but-with-a-heart-of-gold
  3. Don’t start a fight you know you can’t win, meaning, no matter how good a case you have and no matter how correct you think you are, reddit is not rule of law it is mob rule – reddit is not (yet) your home so the locals are under no obligation to support you just because you have the evidence when their allegiance and loyalty is to their friends and family.

Oh, and final rule: prepare your armor and take nothing too seriously because any community that does not enforce real names, like Facebook does, tends to be pretty brutal since everyone has a veil of anonymity. You might very well be bullied mercilessly by the very 98-pound weakling you terrorized in high school. Just desserts is what I call it, but be forewarned and don’t forget to gird your loins before participating.

That said, what I recommend to everyone is spending more money on brand representatives and social media community managers than you do on technological solutions. Learn from the CIA, the FBI, the NRO, the DIA, and the NSA: no matter how awesome your spy tech, you live or die on how many and how good are your analysts. The top online analysts are worth their weight in gold – don’t I know – and even the top big-data-munching-and-interpreting “carnivore” platforms need online analysts online to check for false-negatives, false-positive, and blindspots.

And, unlike monitoring and responding platforms, the longer you have worked with an online analyst, the better he or she is – be it in experience, corporate knowledge, or just because the best employees should be inexorably linked to your brand and surgically removing them can be the gut wound that never heals or it can result in a dangerous shift if (when) your (former) employee takes up with your competition, lending all of his or her equity – that was portable, after all – directly to your competitor. Whatever you believe, company-who-thinks-their-social-media-community-managers-are-fungible-assets, when you let a social media asset leave, get poached, or go, that person is leaving with 80% of the equity they developed while working with you. Are you ready to be 80% poorer as a result?

As an aside, deep infiltration is still going on, I am sure. In full disclosure, I participated in deep infiltration on behalf of many very high-profile clients from until I started my own company back in 2006. While there are many disclosure laws on the books and “everyone” has reformed, I can’t imagine that any of it had gone away. I am sure it has either submarined, distanced itself from the operators, or just expatriated itself to nations where this isn’t a thing.

The only reason why my past company, Abraham Harrison, or my new company, Social Ally, don’t do this sort of black ops thing is because we don’t need to because you really don’t need to be sneaky on social media – you don’t need to master NLP or have a nom de guerre or even wear a trench coat and disguise your voice with a synthesizer – you can just waltz right in, say hello to the owner or high priests, and tell them what you want and what’s in it for them.

But no, folks are still spending too much time listening to Bernays and Freud, assuming that American consumers are ever vigilant and informed and in order to sell them anything you need to come in nap of the earth, under radar, by the inky cover of the night in order to drop your paratrooper and payload. Advertising and PR has earned its reputation by constantly buying into better and better anti-radar and radio-jamming technology and not enough on proper diplomacy and diplomatic channels, that’s for sure. More money on our special forces than on our diplomatic corps.

Reddit’s a little bit like a unicorn: you’ll only see a unicorn – and make it to the front page of reddit — if you’re pure of heart. You can start by faking it ‘til you make it, but at the end of the day, most of the folks on reddit are smarter than you so being yourself is really the only way that this is ever going to work out for you if you ever want to become an influencer on reddit, so give it a go and let me know what happens.

Good luck, soldier!

reddit is the elephant in the room of social media marketing Mon, 30 Jul 2012 12:00:02 +0000 Continue reading ]]>

This is the first of two parts. Also see:
Don’t mess with Texas (or reddit)

Chris Abrahamreddit is the 800 pound Gorilla in the room and has been for years. No one talks about the powerful and direct influence that this quirky, impenetrable, and oddly still-underground this social sharing site is. While people are writing post-after-post about Pinterest,, Google+, Facebook, Instamatic, and Twitter, reddit’s eating everyone’s lunch – at least when it comes to authentic bottom-up self-organization.

One reason why I don’t ever discuss it when I am discussing social media marketing and PR is because I just can’t get my foot in the door. I have been submitting links since before it had corporate owners and the only up-votes I have ever garnered have been forced, never organic. None of my pieces have ever resulted in a fire storm. If you look at my submissions, you’ll see ones and twos – I have pretty much given up. And this is part of the reason why I believe we in marketing and PR ignore it.

While I wear my promotional hat by day, by night I am a reputation manager – defensive stuff. When it comes to anticipating, identifying, and even responding to a crisis online, reddit cannot be ignored.

In a world where big media is becoming even bigger under mergers and acquisitions – federated, even – it is harder and harder for dissenting voices to find purchase in a mediasphere that is getting better and better at controlling the hitherto uncontrollable chaos called social media, where anyone, anywhere can supposedly, like David, handily take down Goliath with just a little honesty, integrity, and the benefit of some variation of the humble blog. Not so anymore.

It truly takes an SEO ninja to handily do anything online these days; unless, of course, you’re able to plug yourself into a disruptively-powerful amplifier, reddit.

Unfortunately, the old adage, “if you can’t beat it, join it” is impossible for most agencies and businesses who do not invest the time, resources, and risk to infiltrate reddit in a big way over time; or who are afraid of the risk associated with trying to “turn” a reddit high priest or priestess in an environment where outing that offer publicly (on reddit) is better than actually signing that industrial non-disclosure agreement and getting that big retainer – or it is in the reddit economy, anyway.

This is the same thing going on on Wikipedia and on message boards as well; however, unlike message boards, reddit ends up being mentioned in my RSS and mainstream news feeds almost every day these days.

I will tell you how one could probably get a lot of moxie and mojo and even some clout-with-a-C from reddit – but only if you promise to use what I tell you for good and not for evil

OK, I will tell you how one could probably get a lot of moxie and mojo and even some clout-with-a-C from reddit – but only if you promise to use what I tell you for good and not for evil. Because reddit does not enforce real names – and in fact doesn’t reward using your real identity, actually – your authenticity and transparency needs to be on the honor system. That said, reddit’s rather paranoid and has the immune system of a retired janitor – they’re not afraid to Fisk you for what you are, based on your public history, which is readily-viewable. If you start ascending into high-Karma territory on reddit, there will be scads of people with Turing-class pattern-recognition skills who are going to put your nefarious dark-hearted plans together right before outing your true name, your associations, your agency, and al your clients before they summarily execute your reputation in a public square after putting you in stocks and tar-and-feathering you to within an inch of your life. And not just on reddit but also downstream in the Times and on CNN, ABC News, AdAge, and even PRNews. Consider yourself warned. Oh, and PS: in my work as reputation and crisis manager, I am the guy who is often sent to discover who you are and why you’re attacking my client’s client – and there are always enough clues for me to break your anonymity – and I’m not even that smart!

What I have yet to do (and really need to if I intend to ever influence at any level on reddit) is to give more than I take and listen more than I speak. What that means is what one really needs to do is vote and comment on 100 other reddit submissions before you ever submit your own. You need to hunker down and consume all of your news, your buzz, your rumors, your conspiracy, your conjecture, and your paranoia exclusively through either the reddit web site or the various reddit readers and reddit apps available for any and all of your mobile devices.

Learning to become influential on reddit is a good way to learn to be influential online and even in real life, interpersonally. There are some people who are naturally gifted story-tellers who can just walk into a room and immediately draw everyone in. Some call it charisma and fancy it a natural gift – and they’re only partially right. The other part is that I have yet to meet a naturally-gifted story-teller who doesn’t either spend a hell of a lot of time preparing and rehearsing or, or more often, telling lots and lots of stories to many different audiences in order to accrue the 10,000 hours of mastery. But yes, it generally does begin with a little bit of natural talent and positive feedback: laughing’s a much more positive feedback than and groans – believe me, I am groan-inducing in my pun-iness.

What’s more, I said listening. While I have not done any quantitative research, this is how I would have set up reddit if I wanted to make sure the biggest rewards went to those who contributed the most, I would have implemented attention economic indicators on each member. Each member would be rated, of course, on explicit things such as number of reddits, positive or negative, on other people’s submissions; number of reddits on other people’s comments; number of comments made associated with other’s submissions; comments associated with other’s comments; an also how many reddits, positive (good) or negative (bad) associated with your comments – that all seems pretty obvious and in the realm of explicit data: intentional votes.

Best practice on reddit: Listen way more than speak

Implicit data is less considered, which is why I said before that you should listen to what’s going on in reddit way more than you speak, and engaging is speaking even if it’s in the form of a comment response and not just in the form of being the OP: original poster (forum-speak). If I were reddit, I would not only judge your level of engagement, I would also rate your level of participation even of these is no intentional act associated with the action. We in the industry all acknowledge that 90%-99% of all your readers are lurkers. This means that only 1%-10% of all of your members (and guests – those readers who have either never registered or are reading while logged out or veiled in their own private privacy bubble) ever reddit up, down, comment, or submit anything!

So, what I think that reddit does – or should do – is follow Google’s model: give credit to someone for any and all unintentional interaction with the reddit site, whether or not that person is in the mood to engage or participate. So, if a member is logged in, he or she should get partial credit for just spending time on reddit in lurk or browse or stumble-mode. The hearty 1% who rigorously engage, reddit, comment, or submit should get partial karma for click throughs and page views and time on page and time on comment – anything associated with any action, no matter how incidental – that results in additional page views (and ad dollars, if that’s what floats your boat – call it profit-sharing or karma-sharing).

And, you know, reddit (and Google, et al) don’t even have to share this “credit score” with you. This implicit attention equity garnered from attention data in the attention economy can be simple internal bookkeeping – and also a way of monitoring for fraud as well. (Just based on the impatience of clients and campaigns and the cost of infiltrating, moles tend to do the least amount of work that result in the biggest reputation benefit. They also tend to participate in during working hours and via PC instead of mobile – there are so many tells! Their IP, their lack of IP, their association with an anonymizer service, their popping between different logins – all are suspicious; unfortunately, the top legitimate participants, especially those associated with the Anonymous movement, behave highly suspiciously but this is because of something much cooler than political operators and marketing infiltrator trying to reddit up or down a leaked or place story, this has to with global disruption and universal (forced) transparency, which is what the kids these days love, love love!)

So, just assume that you’re constantly being observed, under the omnipresent eyes of reddit’s panopticon and just play nice. If you’re transparent enough, you’re welcome to vote up (or down, but be careful) stuff that flatters your interests, you’re welcome to engage on the often-heated threads, sub-threads and all levels of nested conversations, and you’re even welcome to submit news, but just realize that once your behavior triggers the defensive measure that reddit employs (in the form of the “you have submitted too many links, please come back in an hour;” the natural immune-defenses of reddit activist community members, and in the form of the equity you have formed (or depleted) from both your explicit and implicit interactions with the reddit platform.)

If you can follow that advice, then hard work will take you the rest of the way–but reddit has its quirks also. Next week, I’ll give you a few more tips on the good and the bad with reddit. Stay tuned.

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