Any use of Reddit to expand or gain exposure for your business has to be approached very carefully, or users could turn on you quickly. Users on Reddit up-vote or down-vote content and postings that are obviously marketing; postings that appear too frequently will get voted down fast.

Before embarking on using Reddit for your branding efforts, take a look at these five tips:

1. Encourage advocates to post. Reddit focuses on users, not brands, so if you can engage fans of your brand to post, it will be much better received. Before you begin, do some research to see whether there is already a sub-Reddit about your brand. Sub-Reddits are small online communities within Reddit that are centered on a topic. If your brand doesn’t already have a sub-Reddit, try interacting with users in sub-Reddits on topics that are related to your brand. Be mindful to share valuable content, not just ask users to post about your brand.

2. Update news and calendar. Reddit users are looking for the freshest top stories of the day. Keep fans of your brand up to date on announcements and upcoming news. You can post a calendar of events within Reddit to keep your followers on track.