Reddit Drops the Filter and Draws Audiences

In the digital age, Reddit’s AMA (Ask Me Anything) forum has quickly become a highly sought after destination on press junkets and book tours. The unmoderated, crowdsourced Q&A format has attracted huge names like Louis C.K., Stephen Colbert, Rep. Darrell Issa (R.-Calif.) and even Nobel winner Paul Krugman to the Condé Nast-owned social platform. The reason for the migration is twofold: Reddit’s AMAs can draw upwards of a million readers and they stick around for four to five minutes on average. “In terms of scale, it is not unlike going on a late-night talk show,” said Reddit general manager Erik Martin. AMAs are also reinventing the interview process for the 21st century, giving the audience unprecedented control to ask probing, unfiltered questions. “There will be questions from out of left field that really show a participant’s true personality,” Martin said. United Talent Agency social media head Eric Kuhn agrees. “People now expect that you’ll talk directly with them and answer their questions,” he said. While transparency and honesty are crucial for AMA, the forum is not without pitfalls. “The payoff works in both directions,” said Kuhn. ”If you don’t do so well [as a host], it can be very bad, but if you succeed, the benefits are huge.” Just ask Woody Harrelson, whose AMA session has become the gold standard for bad Reddit etiquette. Harrelson decided to forego personal questions to stick to talking about his upcoming role in the movie Rampart—and felt... Continue reading at 'AdWeek'

[ AdWeek | 2012-05-29 00:00:00 UTC ]
News tagged with: #digital strategies

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