How Reddit Became the Most Human Place on the Internet with Anna Soellner

This episode is a must-listen for communications pros navigating fractured media, AI uncertainty, and the tension between structure and spontaneity. We talked to Anna Soellner, former Head of Communications at Reddit, about what it takes to shape the reputation of one of the most complex communities on the internet—especially during the messy, pivotal moments of growth, scrutiny, and IPO.When Anna joined Reddit in 2016, the company was a fraction of its current size, and the brand was facing skepticism from all sides. What followed was a masterclass in community listening, reputation recovery, and trust-building at scale. We got into the human side of comms—from democratic storytelling to tackling AI-induced brand noise—and how Anna helped turn Reddit into one of the most trusted corners of the internet in a time when trust in platforms was disintegrating.About Anna SoellnerAnna Soellner is a veteran communicator whose career spans politics, policy, entertainment, and tech. Before Reddit, she worked in the U.S. government, at the Motion Picture Association, and overseas in pro-democracy efforts. At Reddit, she built and led the communications team during one of its most transformative chapters—from community skepticism to IPO celebration. Her superpower is navigating chaos with clarity, and translating deeply human online behaviors into brand reputation wins.Sponsored by:Delve.“Delve is an insight engine that transforms how brands understand their world.”It ingests every public mention across your online universe, then decodes and pushes it past the top-level insights to create real, usable intelligence. Top global companies and agencies already use Delve to stay ahead.Learn more at delve.news/shiftResources discussed in this episode:Delve MikeWorldWideLagunita’s Reddit-Designed IPA BeerHunter Biden InterviewAstronomer Interim CEO Copyplay Kisscam ResponseGwyneth Paltrow Helps Turn Astronomer’s Infamy on Its HeadPete DeJoy LinkedIn Response to Coldplay Kisscam IncidentSOPA/PIPA/ Net Neutrality—Contact Allison Braley and Sean Garrett: MixingBoard.coLinkedIn: Allison BraleyLinkedIn: Sean GarrettLinkedIn: Mixing BoardContact Anna Soellner: LinkedIn X (formerly Twitter)Instagram

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