The True Social Power Of Reddit Ask Me Anythings

The Social Giant Proves Its Worth As A Promotional Tool For Successful Marketing
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GLEN COVE, N.Y. - May 14, 2014 - PRLog -- Contact

Asher Feldman

General Sentiment



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

former “Jeopardy” champion Ken Jennings saw a 140 percent increase in sentiment after he named his

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

of time.

Asher Feldman -2-General Sentiment 802-321-0361

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 802-321-0361
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