2011 Social Media Site of the Year: Reddit


Reddit Best 2011

Every year (for a whopping 3 years running!) we highlight who we believe is the top social media site of the year. It’s not a popularity contest. It’s not based on (much) empirical data. There’s no voting. The team sits down and argues for an hour on Skype and I write up the piece.

This is a crappy little blog and the “award” means nothing, but I can say this much – we really do explore social media every day and do whatever we can to find what’s good and bad about it. We’re not gurus. Chris Brogan and Gary Vaynerchuk do not visit this site regularly (ever?). Long story short, our opinion means nothing.

That doesn’t stop us from giving it.

In 2009 it was Digg (hitting it’s high point) and Twitter (gaining relevance). In 2010 it was Facebook (for dominating social networking) and Tumblr (for coming into their own as a content site).

In 2011, there was a shorter discussion than previous years. There was no doubt whether or not Reddit would be the winner. The only question was whether it should share the award with notables such as Google+ (for starting off on the right foot), Facebook again (for extending their domination), or StumbleUpon (for making tremendous strides in traffic and technology). In the end, we decided that Reddit had achieved by far more than the others and needed to stand alone.

Forget the Traffic

Reddit Traffic Explosion

Reddit exploded this year in traffic. That’s only relevant to people who care about such things. The Reddit community (and in ways, the staff itself) view this explosion with a hearty “meh”. It’s not what made Reddit the player that it is today (even though it’s nice to have).

The real winner here was the community. There are those who say the community component is deteriorating thanks to the bump in traffic. They say the content quality is lower and the site looks more like (gulp) Digg 2009 with memes flooding the front pages. It’s no wonder that subreddits like Pics, Funny, and others have broken the 1 million mark in subscribers.

Still, the community remains strong because of the anti-community sentiment.

Well-Defined Anti-Community

The only thing that stuck with me from 9th grade biology class was a lesson I learned about routines. The teacher and I argued that everyone has routines. As a cocky and headstrong 14-yr old, I challenged the notion and boldly stated that I did not allow things to become so mundane that they were routine. She said that everyone dries themselves after a shower the same way every time.

A week later, I proudly walked in and announced that I was no longer part of the shower-drying-routine club. I had made a choice to break from the psychological urge to repeat the same thing over and over again day after day. I was smug. I had won.

OkayThen, she asked me something that I’ll never forget, “So every day when you’re done taking a shower, you consciously try to dry yourself in a different way than you did the day before?”

“Yep!” I said. She smiled. I started to get worried.

“So,” she said, “you do this same thing every day, every time you take a shower.”

Damn. Trying to avoid routine had become my routine.

What does this have to do with Reddit? Despite the fact that every day older members of the community point out how Reddit has changed, how the community aspect has gone down the tubes, that the intellectual level that once was Reddit has turned to memes and images only, they still contribute to making Reddit the most brain-driving social network around.

This community that bashes each other daily in the comments is constantly improving itself as a result. By not liking what Reddit has become compared to what it was 2 or 3 years ago, it’s fixing itself. 4Chan went through a similar change but the partitions remained. At Reddit, they seem to be conquering the dumbing down of the site by intellectualizing the dumbing down of the site.

That’s the part that makes the community so strong, but it’s not the end result.

The End Result

Thank You Reddit

Reddit has become relatively powerful, perhaps more powerful as a tight community than any other. Facebook has more users. Twitter has more reach. Reddit, however, bands together in ways that Twitter and Facebook do not.

Just look at GoDaddy. You can trace back the mass exodus that they are experiencing (today, as a matter of fact) to the Reddit community’s reaction to their support of SOPA.

Just look at Neil deGrasse Tyson. His first AMA ended up with over 11000 comments. I guaranty he could not have had that much interaction on the bigger social networks if he promoted it on television first.

Just look at Lucas (pictured above). His story is inspiring for more than just the Reddit community. It may not be as much money as a sustainable Facebook campaign could bring in over months, but for a 12-hour burst, it’s huge. Other networks would fail miserably trying to engage and roll out that quickly.

Most recently, look at the Secret Santa initiative. ‘Nuf said.

Reddit has become THE community that has been able to maintain an elitist posture while still having mass appeal. The majority of the population wouldn’t give the site a second look – it’s Draconian design is a notch above the Drudge Report. Even if the majority of the population were to explore the site, they would be aghast by some of the content (particularly in the “back to our roots” WTF subreddit) and would blush at many of the comments.

It’s not a mainstream site like Facebook or Twitter and hopefully it never will be. The site is big enough to be relevant but cozy enough to be exclusive. One of my proudest moments came the other day when I introduced (against my wife’s urging) my 16-yr old son to the site. He’s mature enough to handle it and a budding troll in the making, so I took the leap and brought him into the mix. “No posting or commenting yet, son. Just observe and learn.”

What will 2012 bring? Hopefully, more of the same. More excellent content. More game-changing activism. More altruistic giving.

More awesome.

Love ALL the Reddits!

Leave a Reply


  1. reddit is good,but digg is better and facebook is the best buddy!!!

  2. Yah, I like reddit, but I don’t think it can cross the popularity of facebook, digg. I don’t see any changes of layout of reddit for so long time. They need to think about it for sure if they want to challenge the other social networking sites.

  3. Reddit is a high PR site which makes you that you will get high traffic through this social network site…

  4. I recently learned this points on wwebsite as on internet from the Mayor of Boston. LOL tho, you can have free PR I know the Editor N Chief of Kotaku.

  5. scragar

    Lets not forget the 48 hour surge /r/atheism charity drive that raised $120,000.

  6. reddit is good,but digg is better and twitter is the best !!! lol
    Reddit is a high PR site for me.

  7. Lou Franklin

    Reddit is a vile site with no redeeming qualities. You should be ashamed of yourselves for repeating their propaganda.

  8. Ron

    I have been blogging now for a month on just letting people know where free items can be found online. When I just came across reddit and its ok social website. I enjoy using it but the only thing is that people say things sometimes I don’t agree with too much. blogtart.com

  9. Vic

    Reddit is popular in America, but not yet in other part of the world. This only means that Reddit has still a lot of opportunity to grow. I think Reddit just deserve it for this year, without counting the king Facebook.

  10. I live in the UK reddit isn’t that big over here, perhaps I will give it a try!
    By the way can you please LIKE my companies Facebook page… Neet2eet.com provides a platform for young people not in education, employment or training & connects them up with courses and apprenticeships suitable for them. https://www.facebook.com/neet2eet


  11. CD

    Tried using Reddit a few times in 2011. Still not one of my top 5 bookmarking sites. I dig Digg.

  12. Tanya

    reddit is good. fb is great. frankly there are a lot of social networking sites nowadays. The problem is when sites go out and try to imitate facebook. They may imitate the contents and what not but I doubt it if they can imitate the success.

    Here i think is where branding and target marketing should come in. Sites will gain more success if they try to zoom it to a particular market and start from there. There are quite a number of sites doing this.

    One particular site that I found, which i think will have a great opportunity to succeed is one that is called nextsportstar. I think the website url is http://www.nextsportstar.com

    The site basically utilizes social networking but works it to cater to the needs of sports fans and afficionados. I’m actually hoping it works.

  13. zac

    Thanks for giving such a wonderful post

  14. zac

    Reddit is great site for blogger