I’ve called Facebook a capricious despot when it comes to how its mystery algorithm dishes out prime News Feed real estate. Figuring out how it favors certain types of content over others can have a major positive impact on your site’s traffic. For better or worse, news organizations are dependent on Facebook for an ever larger share of visitors.
But Reddit might be even more confusing to news organizations. It’s a place where successful posts can expose your content to an international audience of millions and lead to big traffic spikes — but also where human moderators can cut you off for bad behavior or suddenly decide your domain is no longer a good fit for the site’s primary news section.