May 9, 2016
May 9, 2016
July 29, 2015
Dennis Tenen has an excellent post reminding people that calling Reddit a community is at best sloppy. I have committed this sloppiness, although at times I do try to be more careful, because I fundamentally agree with Dennis on this. In fact, I resist calling anything on the Net a community because it’s a word worth preserving, although I’m afraid it has already slipped its moorings and has floated away from its original meaning.
I think of communities in their traditional sense as being people who care about each other more than they have to. Even so, Adrienne Debigare [twitter:adbigare] and I recently wrote about Reddit at HBR.org, and we use the word “community” 32 times. We do, however, try to clarify our sloppiness toward the beginning:
Adrienne and I also did a Radio Berkman podcast on this topic, and may have been much sloppier.
Dennis does a more precise job. He notes that a community typically:  is a social entity,  that occupies some contiguous stretch of real or virtual space, and  will usually “share a value system, which in turn manifests itself in specific customs, norms, and modes of governance.”
The pedant in me wants to fiddle with that, but Dennis isn’t arguing about the application of a term. He’s pointing out that it’s a mistake to think that Reddit is a single community, a single culture, a single set of people who share the same values, or whatever terms we want to use. Reddit “can be better described as a platform that facilitates a range of activities: some communal in nature, some commercial, and other simply private.”
Dennis is right.
But I think there are some weak ways in which it make sense to talk about a Reddit culture, even while recognizing that there is nothing one can say about values, discourse, or content that would be true of each of Reddit’s tens of thousands of subreddits. But there are at least four reasons to talk about the “Reddit culture” in the singular.
First, Reddit the Company makes a decision about what the default subreddits are on the front page, and I imagine that some very high percentage of users don’t customize that page. The company therefore has made a decision about what topics, values, and forms of discourse will stand for Reddit.
Second, contributors to those default subreddits, and to others, sometimes express a sense of identity, as Dennis notes. You can be a redditor. You can be a good redditor or a bad one. Of course this identity is fluid and not uniformly shared. But it exists. It has something to do with participating generously, accepting some norms of behavior (will the OP deliver?), and appreciating particular values that are assumed to be Reddit’s. These values include things like: valuing what is perceived as free and open speech, responding to challenges with some type of reasoned answer rather than mere assertions or hostility, etc. I’m not saying that Reddit lives up to these; there are deeply troubling gender issues, for example. But to say that someone is a true Redditor is to say something.
Third, the company has expressed political opinions, and has engaged with the “community” directly, responsively, and as equals-in-culture. (Clearly, that’s not been the case in the recent brouhaha.) That is, the company has expressed itself as a culture.
Fourth, the software itself enacts a set of values. Of course it can be used in ways contrary to those values, but it tends toward certain values. For example, it promotes unfiltered speech or speech filtered by the community and its mods; it gives every user equal upvotes or downvotes; it enables digressions from a thread without cost; it encourages linking out to the Web rather than assuming everything interesting is within its boundaries; it generally respects the user by not plastering itself with ads; it encourages pseudonymous speech; it assumes that the “community” will decide for itself which topics are interesting enough to merit creating a new subreddit; it is open source code.
None of these warrant us calling Reddit a single culture, much less a community. I agree with Dennis. I just want to leave room for also talking about Reddit as a culture, or at least as having something like a dominant culture, even as we always append Dennis’ caveats. As he writes, since “Reddit is not a community, then there is no reason for us to expect a uniform set of responses or behaviors from it as a whole. ” That is definitely a mistake we would be wise not to commit.
Categories: culture, social media Tagged with: community • culture • echo chambers • reddit
Date: July 29th, 2015 dw
July 3, 2015
Reddit is in flames. I can only see one way out of it that preserves the site’s unique value.
I say this as an old man who loves Reddit despite being way outside its main demographic. Of course there are outrageously objectionable subreddits—topical discussion boards—but you don’t have to visit those. Reddit at its best is wonderful. Inspiring, even. It is a self-regulated set of communities that is capable of great collective insight, humor, and kindness. (At its worst, it is one of the nightmares of the Internet.)
Because Reddit is so large, with 169M unique visitors each month, it is impossible to generalize accurately about what went on yesterday and is continuing today. Nevertheless, the precipitating cause was the termination of the employment of Victoria Taylor for reasons Reddit and she have not disclosed. Victoria was not only the wildly popular enabler of Reddit’s wildly popular AMA‘s (“Ask Me Anything”), she was the only Reddit employee visible to most redditors (Reddit users).
Victoria’s sudden dismissal was taken by many as a sign of the increasing misalignment of Reddit’s business goals and the culture of its communities. Reddit, it is feared, is going commercial. The volunteer moderators (“mods”) of some of the large subreddits have also complained that their requests for support over the past months have gone unanswered.
In protest, many of the large subreddits and a long list of smaller ones have gone private and are thus dark to most of the world. This will have some financial effect on Reddit, but it is better understood as a political protest, applying the technique used successfully in 2012 when Reddit, Wikipedia, and other major sites went dark to protest the SOPA/PIPA bills that would have limited Internet freedom. It is an assertion-by-deprivation of the cultural value of these subreddits.
It is, I believe, a mistake to view this uproar primarily in terms of economics or business. This is an attempt by a community to stay a community despite perceived attempts by the business underneath it to commercialize it. Up until now, Reddit the Company has understood the importance of accepting and promoting its community’s values. Advertising is unobtrusive, some of which lets users comment on the ad itself. Reddit makes money also from its users buying “Reddit gold” to bestow upon comments they find particularly valuable. Reddit gold has no monetary value, so users are consciously paying Reddit money for the privilege of paying another user a visible compliment. And Reddit has sternly defended the free speech of its users even when that speech is, well, horrible—although the management did controversially shut down some shaming and hating sites a few weeks ago.
Reddit is in bad shape today. The meme-making forces of sarcasm it’s famous for have been turned inwards.The most loyal users are feeling betrayed. Some of the communities that have driven Reddit forward as a cultural force are feeling abused. It’s hard to come back from that.
A big part of the problem is that Victoria, the face of Reddit to its own community, was accepted as “One of us! One of us!” as redditors sometime self-mockingly invoke the movie Freaks. Indeed, she embodied many of the virtues of Reddit at its best: curious, accepting, welcoming, helpful, funny. Many redditors saw themselves reflected in her.
Victoria was thereby an important part of Reddit’s support of what I call “The Gettysburg Principles“: She helped Reddit seem to be by, for, and of us. Now the face of Reddit is Ellen Pao, the interim CEO who is largely derided and detested at Reddit because she seems to be “One of them! One of them!”— a Silicon Valley player.
If we view this first and foremost as a problem in maintaining a community rather than strictly as a revenue issue, then I can only see one way forward: Pao should get off her executive horse, engage with the community in public, and show that she’s a redditor too. Alexis Ohanian, the co-founder, also should step forward with his best redditor face on. Alexis when free of corporate pressures is a redditor through and through.
There is still an opportunity for Reddit to show that it understands the source of all its value: communities trusted to run themselves, and a strong sense of shared cultures.
Categories: business, cluetrain, culture Tagged with: cluetrain • reddit • social media
Date: July 3rd, 2015 dw
May 29, 2015
I’ve posted at Medium a list of the 11 questions CNN asked Bernie Sanders and the top 11 questions at a Reddit AMA with him two days later.
There’s no question in my mind that Reddit’s questions are better in any relevant sense of the term. How typical was the godawful CNN interview? Based on my watching a lot of CNN, I’d say it was particularly bad, but not atypical.
The post has provoked some interesting comments by journalists and others.
April 7, 2014
Cluetrain touted the rise of customer voices. We see through the marketing bullshit and we tell one another about it.
Fine, but there was always the problem that if you’re a consumer products company, you only need 1% of customers to make it look like your products are godawful because a corner was dented. “You totalz Suck PRocter/Gambel!!”
So, here’s a post by an alarmed passenger on a United flight. OMG the window is half out!
But because it’s Reddit, the customer’s concern is answered by someone who knows how planes are constructed. No, the popped-out window isn’t a danger to the integrity of the plane. Customer conversations can help customers get things right.
(By the way, United, you might want to fix that window. It’s upsetting the passengers.)
December 12, 2013
Reddit shows us how to introduce changes in a site’s user agreement. The agreement itself is admirably minimally jargony, but the discussion with the community is a model of honesty and respect.
Categories: cluetrain, marketing Tagged with: cluetrain • reddit • transparency
Date: December 12th, 2013 dw
October 27, 2013
In August, I blogged about a mangled quotation supposedly from Mark Twain posted on an interstitial page at Forbes.com. When I tweeted about the post, it was (thanks to John Overholt [twitter:JohnOverholt]) noticed by Quote Investigator [twitter:QuoteResearch] , who over the course of a few hours tweeted the results of his investigation. Yes, it was mangled. No, it was not Twain. It was probably Christian Bovee. Quote Investigator, who goes by the pen name Garson O’Toole, has now posted on his site at greater length about this investigation.
It’s been clear from the beginning of the Web that it gives us access to experts on topics we never even thought of. As the Web has become more social, and as conversations have become scaled up, these crazy-smart experts are no longer nestling at home. They’re showing up like genies summoned by the incantation of particular words. We see this at Twitter, Reddit, and other sites with large populations and open-circle conversations.
This is a great thing, especially if the conversational space is engineered to give prominence to the contributions of drive-by experts. We want to take advantage of the fact that if enough people are in a conversation, one of them will be an expert.
Categories: experts Tagged with: 2b2k • conversations • experts • reddit • scale • twitter
Date: October 27th, 2013 dw
October 23, 2013
Yesterday I participated as a color commentator in a 90 minute debate between Clive Thompson [twitter:pomeranian99] and Steve Easterbrook [twitter:smeasterbrook], put on by the CBC’s Q program.The topic was “Does the Net Make Us Smart or Stupid?” It airs today, and you can hear it here.
It was a really good discussion between Clive and Steve, without any of the trumped up argumentativeness that too often mars this type of public conversation. It was, of course, too short, but with a topic like this, we want it to bust its bounds, don’t we?
My participation was minimal, but that’s why we have blogs, right? So, here are two points I would have liked to pursue further.
First, if we’re going to ask if the Net makes us smart or stupid, we have to ask who we’re talking about. More exactly, who in what roles? So, I’d say that the Net’s made me stupider in that I spend more of my time chasing down trivialities. I know more about Miley Cyrus than I would have in the old days. Now I find that I’m interested in the Miley Phenomenon — the media’s treatment, the role of celebrity, the sexualization of everything, etc. — whereas before I would never have felt it worth a trip to the library or the purchase of an issue of Tiger Beat or whatever. (Let me be clear: I’m not that interested. But that’s the point: it’s all now just a click away.)
On the other hand, if you ask if the Net has made scholars and experts smarter, I think the answer has to be an almost unmitigated yes. Find me a scholar or expert who would turn off the Net when pursuing her topic. All discussions of whether the Net makes us smarter I think should begin by considering those who are in the business of being smart, as we all are at some points during the day.
Now, that’s not really as clear a distinction as I’d like. It’s possible to argue that the Net’s made experts stupider because it’s enabled people to become instant “experts” on topics. (Hat tip to Visiona-ary [twitter:0penCV] who independently raised this on Twitter.) We can delude ourselves into thinking we’re experts because we’ve skimmed the Wikipedia article or read an undergrad’s C- post about it. But is it really a bad thing that we can now get a quick gulp of knowledge in a field that we haven’t studied and probably never will study in depth? Only if we don’t recognize that we are just skimmers. At that point we find ourselves seriously arguing with a physicist about information’s behavior at the event horizon of a black hole as if we actually knew what we were talking about. Or, worse, we find ourselves disregarding our physician’s advice because we read something on the Internet. Humility is 95% of knowledge.
Here’s a place where learning some of the skills of journalists would be helpful for us all. (See Dan Gillmor‘s MediActive for more on this.) After all, the primary skill of a particular class of journalists is their ability to speak for experts in a field in which the journalist is not her/himself expert. Journalists, however, know how to figure out who to consult, and don’t confuse themselves with experts themselves. Modern media literacy means learning some of the skills and all of the humility of good journalists.
Second, Clive Thompson made the excellent and hugely important point that knowledge is now becoming public. In the radio show, I tried to elaborate on that in a way that I’m confident Clive already agrees with by saying that it’s not just public, it’s social, and not just social, but networked. Jian Ghomeshi, the host, raised the question of misinformation on the Net by pointing to Reddit‘s misidentification of one of the Boston bombers. He even played a touching and troubling clip by the innocent person’s brother talking about the permanent damage this did to the family. Now, every time you look up “Sunil Tripathi” on the Web, you’ll see him misidentified as a suspect in the bombing.
I responded ineffectively by pointing to Judith Miller’s year of misreporting for the NY Times that helped move us into a war, to make the point that all media are error prone. Clive did a better job by citing a researcher who fact checked an entire issue of a newspaper and uncovered a plethora of errors (mainly small, I assume) that were never corrected and that are preserved forever in the digital edition of that paper.
But I didn’t get a chance to say the thing that I think matters more. So, go ahead and google “Sunil Tripathi”. You will have to work at finding anything that identifies him as the Boston Bomber. Instead, the results are about his being wrongly identified, and about his suicide (which apparently occurred before the false accusations were made).
None of this excuses the exuberantly irresponsible way a subreddit (i.e., a topic-based discussion) at Reddit accused him. And it’s easy to imagine a case in which such a horrible mistake could have driven someone to suicide. But that’s not my point. My point here is twofold.
First, the idea that false ideas once published on the Net continue forever uncorrected is not always the case. If we’re taking as our example ideas that are clearly wrong and are important, the corrections will usually be more obvious and available to us than in the prior media ecology. (That doesn’t relieve us of the responsibility of getting facts right in the first place.)
Second, this is why I keep insisting that knowledge now lives in networks the way it used to live in books or newspapers. You get the truth not in any single chunk but in the web of chunks that are arguing, correcting, and arguing about the corrections. This, however, means that knowledge is an argument, or a conversation, or is more like the webs of contention that characterize the field of living scholarship. There was an advantage to the old ecosystem in which there was a known path to authoritative opinions, but there were problems with that old system as well.
That’s why it irks me to take any one failure, such as the attempt to crowdsource the identification of the Boston murderers, as a trump card in the argument the Net makes us stupider. To do so is to confuse the Net with an aggregation of public utterances. That misses the transformative character of the networking of knowledge. The Net’s essential character is that it’s a network, that it’s connected. We therefore have to look at the network that arose around those tragically wrong accusations.
So, search for Sunil Tripathi at Reddit.com and you will find a list of discussions at Reddit about how wrong the accusation was, how ill-suited Reddit is for such investigations, and how the ethos and culture of Reddit led to the confident condemning of an innocent person. That network of discussion — which obviously extends far beyond Reddit’s borders — is the real phenomenon…”real” in the sense that the accusations themselves arose from a network and were very quickly absorbed into a web of correction, introspection, and contextualization.
The network is the primary unit of knowledge now. For better and for worse.
Categories: journalism Tagged with: 2b2k • experts • journlism • media • reddit
Date: October 23rd, 2013 dw
October 21, 2013
I gave a webcast talk at Library2.013 titled “Lessons from Reddit.” It’s available as an mp4 for streaming or downloading here. (You might want to start about 3 minutes in, in order to save 3 minutes of your life.)
It was a bit discursive. I had a few topics I knew I wanted to talk about, but I just talked. Here are the topics (with start times), as drawn from the lowest-value slide deck ever:
Categories: echo chambers, experts, social media, too big to know Tagged with: reddit • social media
Date: October 21st, 2013 dw
October 10, 2013
Erik Martin is giving a talk at the Nieman Foundation. He’s the general manager of Reddit.com. (Disclosure: We’re friendly.) He tells us that Reddit gets 5 billion page views per month, and 70 million unique visitors.
Erik gives us a tour and some background. Every morning he clicks on the “Random” button and visits the subreddits (= topically-based pages within the site) the button gives him. He does so now, hitting subreddits such as bitch, i’m a bus, ukele, battlestations (office desks), and what’s this plant. Reddit, he says, is like a giant message board. You can create a board (subreddit) about anything. There are over 100,000 that get at least a post a day, and 6,000 that have substantial activity. All the subreddits are created by users, who also can create the page design. All the posts are voted up or down by users. Users also set the rules for subreddits. For example, at the Coversong subreddit, users have apparently decided all posts have to be videos.
Now he’s interviewed by Justin Ellis.
JE: How did you get to Reddit?
EM: He worked for Mammoth Records. It got bought by Disney. Then hecame a documentary filmmaker. Then marketing films and distributing them online. He read Hackers and Painters by Paul Graham) [great book]. He then read about Paul Graham’s Y Combinator incubator. He applied to do a documentary about it, but was rejected. Still, he was hooked. Reddit came out of the first round of projects. He saw Reddit and loved the unpredictability of it. “Every link as a rabbit hole you might go down.” He got to know the cofounders and said “IU want to find a way to work with Reddit because that’s what I’m doing with all my time.” Alexis Ohanian asked him to work on a TV pilot that was going to incorporate Reddit into a news show. But it didn’t work; the Internet part was an add-on. Then he got hired as a community manager at Reddit.
JE: Reddit has a lot of geography. What does it mean to be a community manager?
EM: He looked at it as being the manager of a band. He’d promote promising items. He’d try to keep things functioning. And he tried to make sure that the community didn’t get taken advantage of, e.g., when people didn’t link back to Reddit.
JE: When you create a subreddit and a crowd shows up, how does that happen?
EM: Sometimes it’s obvious why. But others we can’t figure it out. One of our most popular subreddits is Explain Like I’m Five. That one you know what you’re going to get. Same for Ask Me Anything. Those explode when hot topics arise.
JE: How does this community stay together so long?
EM: Some of it is the customization of subreddits.
JE: Because anyone can create a subreddit, Reddit has gotten into trouble from time to time. There have been some very creepy subreddits. What’s the guiding principle for what is allowable?
EM: Our philosophy is that it’s a site that has 5B page views, and we have 35 employees [so we can’t moderate everything]. If you’re going to function you have to have some rules, but they have to be relatively finite, relatively easy to understand, and relatively self-enforceable. So, we have six rules. We have added one or two throughout the years. We try to keep them simple. No spam. You can’t try to break the site. You can’t try to cheat. You can’t put people’s personal info up. You can’t have anything illegal. We added that you can’t have material that sexualizes minors. If we had one that said “Don’t be a jerk,” it wouldn’t be enfrceable. No one would agree about how it applies. So there’s tons of stuff on the site that we find horrible and offensive, but the site works best when we keep it open and governed by those simple rules.
JE: What responsibility do you think you have if you see something that you personally feel is wrong?
EM: What I find offensive is different from others around the world or other positions. People don’t come here because they think we have the best judgment about what’s offensive. Plus, you have all the context. E.g., people complain about the PicsOfDeadChildren subreddit. That’s obviously very offensive. But what if it were called “Child Autopsy Photos” and it put itself forward as presenting medical training photos. Or a subreddit about death. Or a subreddit about combat video. It’s beyond offensive. It’s people being killed. It gets very tricky.
JE: There have been 3 major stories illustrative of Reddit and citizen journalism: The Aurora movie theater shooting, the Boston Marathon bombing, and the shooting at the Navy Yard in DC. In the first, there was first person reporting. With the second, there was that but also the spreading of info from elsewhere and then the misidentification of one of the suspects in the bombing. With the third, someone created a subreddit to investigate what was happening, but you guys shut that down. What have you learned?
EM: In those three situations, the response of the community was the same as what you’d see offline: People trying to figure out what went on. Telling their story. Making jokes. Speculating about all kinds of things. Trying to make sense of what happened. Later on they were trying to help in some way. With Boston, it was different because the authorities wanted help from the public: they said if you have photos, upload them, etc. There was a subreddit where people were trying to identify the bombers, and that got a lot of attention. The actual subreddit where the Brown Univ. student was misidentified by name was actually the normal Boston subreddit, and it was removed after about an hour. That wasn’t good enough. That led to horrible consequences for that family.
So, what have we learned? We learned that people want to share, to talk, to help, to be a part of these huge events any way they can. We learned people can be callous and cavalier by mentioning people’s name. The vast majority were careful and thoughtful, but some were not. The Navy Yard subreddit was a joke. It had six posts, most from journalists satirizing the Boston bombing subreddit. It went against our rules and we shut it down after an hour.
JE: But you apologized after the Boston bombings…
EM: Absolutely. We do post-mortems and followsup. We did one when President Obama came on. So, yes, we apologized and talked aout what we can do better. And we also talked about the amazing things people did: people bringing their pets to parks in case people needed cute animal therapy, the sending of pizzas to EMTs and the police… We are an open source site in policy as well as code.
JE: Is it enough to do a post mortem? Newspapers issue corrections.
EM: There are thousands of subreddts, so there isn’t a way to reach everyone. We’re a platform, not a newspaper. We’re like Twitter or Youtube or WordPress. We don’t have a position on the veracity of one thing or another. I hope people learn to be more empathetic nandlearn that what you say on line has repercussions. But I don’t think we’re like a publication, and we’re not an editorial team.
JE: How do you see the role of journalism on Reddit? Why are people doing self-reporting?
EM: They want to be part of the story. They don’t want to be passie about what’s happening in the world. Even if
JE: What’s the relation of journalisms and Reddit?
EM: We’re agnostic about what you’re linking to. But original reporting is more important than ever because people can find an audience. What’s happening on Reddit and what’s happening in the mainstream media happen to be in different hemispheres now but ultimately it’s the same thing. I hope people doing reporting will be active in a comment thread on Reddit or elsewhere.
JE: But you are creating content in some way, e.g., the Ask Me Anything’s where anyone can come in answer questions from the community. It’s very much like what media companies do.
EM: And in other Reddits people share recipes or workout routines. It’s like what you get in the media. It’s communicating, it’s story telling.
JE: How do you make money? You have ads and Reddit gold memberships.
EN: We don’t need to make a lot of money. We’re very lean. Our NY office is in a coworking space. We basically have ads for big movies, mobile phones, etc. We also have ads from mom and pop companies. Reddit Gold is a premium membership, $24.99/year. You get some extra features but most people do it to support the site. We have a secret Santa program (Reddit Gifts) that has an e-commerce site to help those exchanges and to make money.
JE: Reddit was purchased by Conde Nast and then spun off in 2011. How is it different?
EM: We started in 2005. Bought by Conde Nast in 2006. I started in 2008. Reddit was basically neglected by Conde: we were growing but there was a hiring freeze. OTOH, no one told us what to do. An example of how it made a difference: Before we were spun out, our ad operations was done through Conde, which is great for major magazines, not for a weird site where all you need is $5 to run an ad. So it didn’t make sense for us. We wanted an ad server that was fast and open source, which now we have.
Q: Any trends in the type of content being produced? Trending toward the absurd? Or what?
A: It gets harder and harder to think about overall trends because the site is becoming more fractious and disparate each day. I think people are really motivated by the unexpected. Our audience is increasingly cynical. We also have an audience that is increasingly idealistic. You see trends were people are more connected across national and geographical boundaries; if there’s a discussion on healthcare the top comments will be from people around the globe. And it’s always been possible to have the serious next to the ridiculous; the last remaining bulkheads are being whittled away.
Q: Can you remain content agnostic?
A: No, it’s not possible. We’re not content agnostic towards spam or personal information. We try to be as close to agnosstic as we can.
Q: How much does porn account for your content?
A: About 85% of the subreddits are safe for work. (The Trees subreddit is not because you could get in trouble looking at pictures of weed.) Porn is maybe 5-10%. Our biggest subreddits are the video subreddits, As Reddit, etc.
Q: Terrorists radicalize by looking at pictures of dead babies. Have you had to hand over who your users are to agencies trying to track people on Reddit trying to radicalize people?
A: User privacy is core but we comply with what we have to comply with.
Q: [me] Reddit used to have a strong culture. People knew the same references, were playing the same games, had the same general politics, etc. But that shared culture seems to be weakening as Reddit becomes more popular. Does this concern you??
A: Yes, there is a certain sense of shared community that’s being fractured. But it’s being migrated down the subreddits the way you’re more loyal to community or borough.
Q: [me] Can you say more about IAMA’s, which at their best are a quite remarkable journalist form of collaborative interview?
A: The exciting thing for me is to see that format seep into other subreddits. We actively are trying to encourage that. E.g., mayoral candidates should do AMAs in their city’s subreddit. Or scifi authors are doing them in the sf subreddits. It goes back to that idea of so much of the word being predictable. If you waatch watch an interview on even some of the great programs — Charlie Rose, for example — even if they’re really good, you know what to expect. With the Reddit AMA’s not only do you not know what sort of questions are going to be asked, since you can answer a question at any length, it ends up taking this unexpected terms. If you look at the calendar of upcoming IAMA’s, you don’t even know which ones are going to be popular, outside of a Bill Gates or Tom Hanks, but if you look at the top AMAs for a week it will be a celebrity, subway driver, person with a weird disease, and way down the list will be someone with a household name. It’s unpredictable, and it’s unpredictable to the person being interviewed. It’s very different from what you get on a press junket where people go into robot mode. The AMA format can be more fun for them the standard press interview.
Q: Tumbler did a lot of active outreach to media. You don’t go out to, say, Newsweek and ask if they want a subreddit.
A: Yes. It’s difficult for us to do. Tech News Today is a great subreddit. They don’t directly flog their content. PBS has done one. But it’s hard.
Q: A newspaper could have its own subreddit where their folks are doing AMA’s etc.
A: Yes. But curating and cultivating a subreddit is a lot of work. It’s hard enough getting journalists to participate in comments on their own site.
Q: Companies you wouldn’t expect have made editorial plays. E.g., Twitter has being hiring editorial staff. Why are they doing that?
A: We’ve done some of that to prime the pump. E.g., Adam Savage’s publicist would probably say no to a request for an AMA at a site that looks like it’s from the 1990s [like ours], but if I go out with a camera and ask him to respond to the top ten questions, they might say yes. But then they see that the AMA works. So we only do editorial work for pump priming.
Q: What’s up with the design?
A: Look at the big sites. Minimal but flexible platforms. When you start doing a more professional and complex design, you suddenly needing 10x more people, and then you need 10x the money…But subreddits can monkey with the CSS. They can even change the Gold button, our “buy” button. Rich text works.
Q: For a traditional news org, the misidentification of the Boston Bomber would have been very expensive. Who owns the error from a legal perspective, in the US and elsewhere?
A: In the US, platforms are not responsible for what people say. The person who says it is responsible. I don’t know if Reddit could exist as a Canadian company. People give us a non-exclusive contract to display their words.
Q: But because you have some rules, doesn’t that make you responsible?
A: The more you monitor, the more responsible you are. But everything on the site is determined by human behavior. We are a platform for people discussing things. We’re not a publication. We don’t have editorial control.
Q: Is one of your 35 people a lawyer?
Q: So when you get subpoenas…?
A: We’ve had to learn more than we want. We also have very good lawyers we consult with when we need to.
Q: The site in 5 years?
A: I don’t know. The users have better ideas than we do. All we try to do is take ideas they develop and help make them happen. So, in 5 years I think Reddit will be in more countries, more cross-country conversation. We have great engineers so we’ll be doing more interesting things. In 5 years I hope there will be 1,000 Reddit apps, using Reddit in novel ways that I couldn’t come up with. I never imagined that Reddit would be useful for live events. People are using our “edit” button 50/hour for this, which is not what the button is intended for, and Reddit’s not even very good at. People have created a site that reorganizes Reddit in chronological order and they can do that because we’re open source and don’t send lawyers after them. If we evolve in 5 yrs it will be because people in the community take it in those new directions.
Q: Venture capitalists?
A: Y-Combinator’s original investment was $20K. We were self-sustaining until Conde Nast bought us. We also had a very small angel round in the past year, around $1M. Very small. We’ve never spent a lot of money so we’ve never had to raise a lot. We’re close to break even now.
Q: Have any news events truly originated with Reddit?
A: As far as I know, one of the first reports on the Aurora story was from someone at the theater, before there was anything known to the media. The biggest story where Reddit was involved in the story was probably the SOPA/PIPA blackouts. Someone started to go after GoDaddy: “I’m moving 75 domains from GoDaddy” and it grew, and the next day GoDaddy flipped its position. Also, someone went after Paul Ryan and he ended up changing his mind.
Q: How can I troll Reddit for news stories?
A: When a new Android comes out, reporters go to Reddit to see what’s new in that version. I don’t know why more reporters don’t go to the relevant subreddits and ask for help on a story.
Q: We reporters are competitive.
A: In the sports world, you routinely see stories getting updated based upon information at Reddit.
Q: News orgs are trying to figure out how to engage with their audiences via social media. Advice?
A: Popular Science killed comments. Fine. You don’t have to have comments. But if you have them, you should pay attention to them. E.g., Roger Ebert would edit your comment as an admin, which is a terrible practice, but people didn’t mind because he was doing so to respond to their comments. I don’t understand why in general comments in 2013 are not all threaded and vote-able. Most are still in reverse chron, highlighting the latest. And most seem to be trying to hide their comments.
Categories: journalism, liveblog, too big to know Tagged with: 2b2k • journalism • reddit
Date: October 10th, 2013 dw
Joho the Blog by David Weinberger is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.
Creative Commons license: Share it freely, but attribute it to me, and don't use it commercially without my permission.