Managing Online Communities: Lesson’s From Reddit’s “AMAgeddon”


School of Communication and Media

Additional Department

School of Conflict Management, Peacebuilding and Development

Document Type


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Reddit is one of the largest and most popular online communities, but is often overlooked by public relations practitioners in their communication efforts. In addition to a rich source of conversation that can be monitored and analyzed for brand mentions, trends, and potential issues, Reddit provides an example of the complexities of online community management. Reddit attracts members thanks to its laissez fare administration policy and minimal terms of service. Moderators are unpaid members who voluntarily manage individual threads (called a subreddits), including banning members who violate the site’s terms of service, or the community standards and spirit of the subreddit.

Journal Title

IPR: Institue for Public Relations--Digital Media Research Center