THE TRUE SOCIAL POWER OF REDDIT ASK ME ANYTHINGS
The Social Giant Proves Its Worth As A Promotional Tool
Brookville, NY. Friday, April 25, 2014 – Forget late night talk shows, long form magazine profiles where
the reporter explains what you’re eating or those daytime panel free for alls — the best way to get your
message to the people these days is simply by sitting behind the keys of a computer.
Celebrities (and their publicists) have come around to utilizing Reddit, “the front page of the internet,” as a
key stop on promotional tours. With more than 16 million unique users each month since October, it’s no
wonder. And bringing your big name to the question and answer forum subreddit r/IAmA and its more
than 5.2 million subscribers offers A-list-celeb exposure potential.
But how useful is Reddit as a promotional tool, really?
Does answering whether you’d rather face 100 duck-sized horses or a singular horse-sized duck get you
the bang for your buck (or your typing time)? Using social analytics, we can determine just how powerful
Reddit has become as platform for promotion — oftentimes to the chagrin of the most devoted Reddit
General Sentiment focused in on a sample of 19 of the site’s most popular AMAs (Ask Me Anything) from
March 15 to April 15. From movie stars like Harrison Ford to World War II vets to authors and professors,
some of the top-rated AMAs since mid-March have proved just why the AMA is such a popular forum —
you can learn anything about anyone who offers themselves up.
Using the General Sentiment social analytics platform we compared both overall volume of media
mentions across the social web and tonality of the conversation regarding the subjects of the 19 AMAs to
measure how well spent time on Reddit is. And the answer seems clear — it’s totally worth it.
Of the 19 AMAs, the subject of the AMA saw their overall media mention volume grow by more than 174
percent on average during the day of their AMA and the next two days compared to the month leading up
to the AMA.
None saw a bigger bounce than “Hellboy” creator Mike Mignola, whose mentions jumped by nearly 600%
after answering questions about discussing multi-legged nightmare creatures with Guillermo Del Toro and
his Batman covers.
Comedian Hannibal Buress saw a similar bounce after he explained to the assembled Reddit crowd that
his mom wanted to name him Louis and discussed whether or not he was a “juice comic.”
But it’s not only volume of chatter that goes up — bringing your message to the people also raises your
status with the people of the web. By measuring sentiment during the same time frames General
Sentiment calculated that average sentiment for the 19 participants went up by more than 30 percent
when comparing the before and after AMA time periods.
“Game of Thrones” star Peter Dinklage saw a 102 percent sentiment bump in the days following his well-
received Reddit AMA, where he discussed his lack of a hairbrush and his love of hummus. Meanwhile
dream Jeopardy contestant panel.
Understandably, all of these AMAers had something to promote, so while the correlation between volume
and AMA appearances is convincing, it is not as verifiable, given the extensive promo tours each celeb,
major or minor, endures. The sentiment spikes enjoyed by most of the AMA subjects, however, suggest
Reddit is truly a strong and, more importantly, a positive platform to get your message to the consumers.
Just make sure you don’t try to push too hard — a quick search for “Rampart” might lert you know why
Woody Harrelson isn’t going back to Reddit anytime soon.
For more information, please contact Asher Feldman at 802-321-0361 or
About General Sentiment
General Sentiment is a social analytics company that delivers insights that change the way brands make
product and marketing decisions. Fueled by big data natural language processing and text analytics, we
interpret millions of online conversations and discover actionable insights. By measuring consumer
sentiment surrounding product launches, advertising campaigns, potential issues and current events we
identify actions and processes that significantly impact brand value and drive industry trends. Follow us
A mention counts both the exact text string and any pronouns that can be attributed to the original topic.
Online Impact Media Value (“Media Value”) measures the purchase equivalent value of a brand’s
exposure as determined by sentiment, frequency and exposure of news mentions and social dialogue. It
measures a brand’s reach by placing a dollar value on the overall level of discussions for a specific period
Asher Feldman -2-General Sentiment
The Sentiment Scale is a measure of the tone surrounding a topic. Each mention of a topic is scored as
either positive, negative or neutral according to sentiment words such as good, bad, love and hate as well
as modifiers such as especially, very and much. The sentiment of all mentions is adjusted daily and
applied to an index that ranges from -100 to +100.
Asher Feldman -3-General Sentiment