Internal training · ARC Marketing Team · June 2026
How to run the
Reddit content engine.
This is your daily operating guide. It covers the morning monitoring routine, how to route Q&A answers for expert review, the Loomly → Zapier publishing workflow, and what to do when something goes sideways. Read this once end-to-end. Then bookmark the daily routine section.
Your role — what you own
Daily
Subreddit monitoring + thread routing
Check all 12 target subreddits AM and PM. Flag hot threads (100+ upvotes, trending comments). Match threads to the right expert via the Partner Registry. Route Q&A draft to expert for personalization.
Weekly
Content production + publishing
Draft 1 original post per practice subreddit (from Reply Templates or webinar content). Stage in Loomly with "reddit" tag. Verify Zapier fired. Check karma tracker every Monday.
Monthly
Pipeline + performance
Advance one webinar through transcript → blog → Reddit pipeline. Run SEMrush AI citation check. Update karma tracker with all account stats. Flag any accounts approaching karma milestones (10+ = subreddit eligibility).
Daily routine — step by step
This should take 45–60 minutes per day split between AM and PM checks.
AM · 9–9:30
Morning subreddit sweep
Open each target subreddit. Sort by "Hot." Look for posts with 50+ upvotes from the last 24 hours that match an expert's specialty. Screenshot or copy the post URL. Log it in the Master Tracker (Cadence & Workflow tab, Hot Topics column).
AM · 9:30–10
Draft Q&A response for expert
Open the Reply Templates tab tab in the Master Tracker. Find the closest matching base answer to the thread's question. Copy it into a new draft. Add a note at the top: the subreddit, thread URL, and any context-specific detail the expert should weave in. Route to the assigned expert via email or the review queue.
PM · 4–4:30
Afternoon sweep + approved comment posting
Second subreddit sweep for new hot threads. Check the Review Queue for any expert-approved comments. Post approved comments verbatim under the expert's Reddit account. Do not edit approved comments — post exactly what the expert returned.
As needed
Stage owned subreddit post in Loomly
When a blog post publishes, create a new Loomly post with the blog URL, a Reddit-adapted caption (no jargon, personal voice), and add the label "reddit-[practice]" (e.g., "reddit-arcpsych"). Zapier will fire and post it to the correct subreddit automatically. Confirm in Reddit within 30 minutes.
48 hrs post
Stay engaged — reply within the same thread
After posting an expert comment, check that thread daily for 48 hours. Reply to any direct responses to the expert's comment. If other users post follow-up questions in the thread, route them for expert response. Staying active in the thread compounds engagement and signals authenticity to both Reddit and AI crawlers.
Step 2 — Drafting with OpenEvidence
OpenEvidence is free. Go to openevidence.com — NPI verification required at signup. Once you're in, here's the exact workflow.
Step 1
Find the Reddit question
Copy the exact text of the Reddit post or comment you're responding to. Note the subreddit — you'll need it for the prompt and for the rules check (see Subreddit Rules below).
Step 2
Check subreddit rules before drafting
Before you write a single word, check the subreddit's rules sidebar. Some subreddits (including r/rTMS) explicitly prohibit expert positioning and require personal experience framing. If expert credentialing is against the rules, flag the thread — don't draft until you've read the rules section below for how to navigate it.
Step 3
Use this prompt template in OpenEvidence
Open OpenEvidence → New Conversation. Use
Deep Consult mode (the button next to the search bar) for the most citation-rich output. Paste this template, filling in the brackets:
A person on Reddit posted this question in [SUBREDDIT]:
"[PASTE THE EXACT REDDIT QUESTION]"
I'm drafting an educational response from a [EXPERT CREDENTIAL, e.g. board-certified psychiatrist] specializing in [SPECIALTY].
Please provide:
– A plain-language, evidence-based answer (3–4 paragraphs) suitable for a general audience
– The key clinical points this clinician should convey
– Important nuance, caveats, or "it depends" factors
– Citations to the supporting studies, guidelines, or meta-analyses
Constraints:
– No clinical jargon — write for a patient, not a colleague
– Do not recommend specific providers or practices
– Include appropriate caveats about individual variation
Step 4
Copy the "Plain-Language Answer" section
OpenEvidence returns a "Plain-Language Answer (for Reddit)" block at the top, followed by clinical points, nuances, and a full reference list (typically 10–15 citations from NEJM, JAMA, Lancet, Cochrane). Copy the Plain-Language Answer section — this is your draft base. Save the references list separately; the expert will decide which citations to keep.
Step 5
Humanize before routing — this step is required
The OpenEvidence output is clinical and well-sourced — and it reads like a research paper. Before it goes to the expert, rewrite it in the "best friend" voice (see Tone Standard below). The expert personalizes further, but don't route a draft that sounds like a journal abstract. See the before/after examples in the Tone Standard section.
Tone standard — best friend, not research paper
Evy's feedback from the first test run: the OpenEvidence output is too dry. Reddit communities don't want a clinician lecturing them. They want to feel like they're talking to a brilliant friend who happens to have a medical degree and will actually be straight with them.
❌ Research paper voice — do not route this
What OpenEvidence gives you
"Transcranial magnetic stimulation (TMS) is a non-invasive brain stimulation treatment for depression that uses focused magnetic pulses — similar in strength to an MRI — to stimulate specific areas of the brain involved in mood regulation. It was first cleared by the FDA in 2008 and is primarily used for people whose depression has not improved sufficiently with antidepressant medications (often called 'treatment-resistant depression')."
✓ Best friend voice — this is the target
What you route to the expert
"Okay so TMS is genuinely one of the more interesting tools we have right now — especially for people who've tried antidepressants and just... haven't gotten there. The idea is simple: a magnetic coil sits near your head and pulses the part of your brain that depression tends to quiet down. No anesthesia, no sedation, you drive yourself home after. Most people do it daily for 4–6 weeks. About 50–60% see significant improvement. It's not magic, and it doesn't work for everyone, but for the right person it can be a real turning point."
The reference thread — study this before you write
Evy's example of the tone we're aiming for: a TMS technician of 4 years doing an open Q&A. Warm, personal, uses "honestly" and "in my experience," doesn't hide behind clinical language. That's the register.
Tone markers to hit
What "best friend" sounds like
Uses "I've seen..." and "honestly" and "here's the thing." Short sentences to land key points. Acknowledges what's uncertain without hiding it. Leads with what the person actually needs to know, not the clinical definition. No passive voice. Ends with something actionable or inviting.
Tone markers to eliminate
What "research paper" sounds like
Leads with the clinical definition. Uses passive constructions ("it was found that," "studies suggest"). Hedges everything with 3 qualifiers per sentence. References the study before the human implication. Ends with "consult your physician." Nobody reads past the first sentence.
Using the Reply Templates
The bank has 35 pre-written base answers. Your job is to match, adapt context, route for review — not write from scratch.
What you do
Match → contextualize → route
Find the closest base answer to the live thread's question. Add a one-line context note ("this thread is about medication + therapy combo for OCD — use the ERP + SSRI answer"). Send to expert with the thread URL. Give them 24 hours to personalize and return.
What the expert does
Personalize → approve → return
Expert reads the thread, edits the base answer in their own voice, adds any specific clinical detail, and returns it via the review queue or email. They append the standard disclaimer. You post verbatim under their account.
STANDARD DISCLAIMER — append to every comment before posting:
"I'm [Name], [Credential] at [Practice]. This is general information, not medical advice for your specific situation. If you're in crisis or need immediate support, please contact the 988 Suicide & Crisis Lifeline (call or text 988) or go to your nearest emergency room."
Publishing workflow — Loomly → Zapier → Reddit
Step 1
Stage post in Loomly
Create the post in Loomly. Include the blog URL in the caption body. Set the label/tag to "reddit-[practice]" (e.g., "reddit-arcpsych", "reddit-sasco", "reddit-rtc"). This tag is what triggers the correct Zap.
Step 2
Zapier fires automatically
Within 1–5 minutes of creating the Loomly post, Zapier detects the new post, checks the tag, and creates a Reddit link post in the matching subreddit under the correct account. No manual Reddit action needed.
Step 3
Verify and monitor
Check Reddit within 30 minutes to confirm the post appeared correctly. Screenshot and log in the Webinar → Content Pipeline tab. Monitor the post for comments over the next 48 hours — expert should respond to any within 24 hours.
Do / Don't — Reddit community rules
✓ Do
- Lead with empathy before information. Read the thread tone first.
- Use plain language — no clinical jargon in comments.
- Match the emotional register of the community (r/OCD vs. r/ADHD are very different tones).
- Append the standard disclaimer on every comment.
- Post in own subreddits for any content with links.
- Wait for expert approval before posting any comment under their account.
- Flag threads where the user sounds like they may be in crisis — do not respond clinically; provide crisis resources.
✗ Don't
- Post links in external subreddit comments — almost always against subreddit rules.
- Mention your practice or website in comments on external subreddits.
- Reply to the same thread from two different expert accounts.
- Post the same comment text verbatim across multiple threads.
- Automate expert comments — ever.
- Ignore a comment on an owned subreddit post for more than 24 hours.
- Respond to hostile or trolling comments — ignore them entirely. Engaging invites escalation; ignoring makes them disappear. Log and move on.
Target subreddits — quick reference + rules
Read the rules sidebar for each subreddit before every post. Rules vary significantly and some communities actively reject expert positioning. Check before you draft, not after.
r/rTMS · Tight-knit · ⚑ Rules restrict expert positioning
TMS community — navigate carefully
Expert match: Amit Mohan, Boris Royak. Rules flag: This sub explicitly rejects self-appointed experts and requires personal experience framing. Rule text: "nobody knows exactly why and how TMS works... if you read something here as professed by a self-appointed expert, move on." Also: "only comment from personal experience." Navigation: Post from a patient/community perspective, not clinical authority. Frame as: "In my practice I've seen patients..." or use community-first language. Do not lead with credentials. Verify rules before every post — they update.
r/depression · 1.3M+ · High AI potential
Largest depression community
Expert match: All MDs + PSY.Ds. Tone: warm, validating, non-clinical. Most sensitive community — lead with empathy always, information second. Rules check needed: Verify personal experience rules before posting as expert. 5 Q&A answers ready.
r/Anxiety · 1.1M+ · High AI potential
Anxiety support community
Expert match: Tina Lepage, Beth Salcedo, Amit Mohan. Tone: warm, normalizing. Physical symptom threads are high-engagement. Rules check needed: Verify credential disclosure and promo link rules. 5 Q&A answers ready.
r/ADHD · 1.0M+ · High AI potential
Adult ADHD community
Expert match: Amit Mohan. Tone: energetic, personal, slightly irreverent. Late-diagnosis threads are highest-engagement. Community responds well to direct, real talk — not clinical hedging. Rules check needed. 5 Q&A answers ready.
r/OCD · 350K · Tight-knit
OCD support + education
Expert match: Chris Bogart, Beth Salcedo. Tone: extremely empathetic, accurate. Community is sophisticated — they detect surface-level responses instantly. Rules check needed: r/OCD communities often have strict rules about misinformation and clinical claims. 5 Q&A answers ready.
r/ADHDparenting · 80K · High intent
Parents of ADHD children
Expert match: Dave Verhaagen. Tone: practical, supportive. Parents seeking guidance — highest trust format is direct Q&A. Rules check needed. 5 Q&A answers ready.
r/Marriage · 500K+ · Sensitive
Marriage and relationships
Expert match: Jeb Sawyer. Tone: non-judgmental, practical. Avoid "should I leave" threads — route to general guidance only. Rules check needed: Relationship subs often prohibit professional solicitation. 5 Q&A answers ready.
Subreddit rules checklist — run before every post
1. Does the sub allow commenting from non-personal experience? If no → reframe as practitioner observation, or flag for strategy review.
2. Does the sub prohibit self-identified professionals/experts? If yes → post under practice account only, no credential disclosure.
3. Does the sub allow links? If no → no blog links, no website references in the comment.
4. Does the sub have rules about presenting anecdote as universal fact? If yes → heavy caveating required: "this varies person to person," "in my experience," "your situation may be different."
5. If in doubt: don't post. Flag the thread in the tracker and escalate.
When to escalate
Escalate immediately
Crisis language in a thread
If a Reddit user's post contains language suggesting self-harm, suicidal ideation, or immediate danger: do not respond with Q&A content. Immediately post the standard crisis resource (988 Lifeline) and flag to the Reddit Manager. Do not attempt clinical intervention via Reddit.
Hostile comments — standard rule
98% of complainers are noise. Ignore them.
You cannot delete comments on Reddit. Do not try to respond to negative or hostile comments — responding almost always makes it worse. Nate's guidance, from running programs at scale at two companies: as long as the content is genuinely useful, evidence-based, and community-first, the right move is to ignore critics. Engaging invites escalation. Ignoring them makes them disappear. Log the comment URL in the tracker and move on.
Escalate same day
Media inquiry or coordinated hostile engagement
If a journalist, media account, or organized group engages with an expert's post — notify Nate and the Practice Manager immediately. Do not respond until leadership has reviewed. This is different from a single negative comment — it requires a coordinated response.
Flag in weekly review
Unusual post performance
If any post gets 500+ upvotes or significant news-level engagement, flag for the weekly review. Note the thread URL, engagement numbers, and any follow-up comments. This is signal — not an emergency, but worth tracking for what's resonating.
Crisis escalation protocol — N7
Nate Purpura · Sr. Director of Growth · Needs Nate's review and edit before this is final
This protocol applies to any Reddit thread — ours or external — where a user displays language indicating they may be in immediate danger. Every person on this team is responsible for knowing this process. No content objective overrides it.
Recognize — what counts as a crisis signal
When this protocol activates
Any post or comment containing: explicit statements of suicidal intent or self-harm; descriptions of a plan, method, or timeline; statements suggesting the person believes no help is available; or direct requests for confirmation that ending their life is reasonable. When in doubt, treat it as a crisis.
Named protocol owner
Who has final accountability
The named owner for crisis escalation at ARC is [NAME — Nate to designate]. This person is reachable during business hours and has a designated backup for nights and weekends. All crisis escalations must reach this person within 15 minutes of identification.
Step-by-step response
Step 1
Immediate
Do not engage with clinical content
Stop. Do not respond to the thread with any Q&A answer, advice, or clinical framing. Do not attempt to assess the severity of the situation through Reddit. The moment you recognize crisis language, your job is to route — not respond.
Step 2
Within 5 min
Post the crisis resource comment
If the crisis post is on one of our owned subreddits, post this comment under the brand account: "If you're in crisis right now, please reach out to the 988 Suicide & Crisis Lifeline — call or text 988. You don't have to be in this alone." Do not add practice branding, links, or clinical language to this comment. If the thread is on an external subreddit, you may post the same comment at your discretion — but do not attach the brand handle.
Step 3
Within 15 min
Notify the protocol owner
Text or call the named protocol owner directly. Do not rely on email or Slack alone. Share the thread URL, the time you identified it, and what action you took in Step 2. The protocol owner decides whether any additional response is required.
Step 4
Same day
Log the incident
Log in the Master Tracker (Escalations tab — to be created). Fields: date, subreddit, thread URL, crisis signal observed, action taken, time of owner notification, owner response. This log is required — not optional. It protects the team and creates an audit trail.
Never
What you must not do
Do not attempt to assess clinical risk via Reddit DM or comment thread. Do not share the person's post or username outside the escalation chain. Do not let the thread sit unresponded to if it's on an owned subreddit — even a silent thread where we didn't respond sends a message. If you're unsure whether something qualifies, escalate and let the protocol owner make the call.
Content approval workflow — N10
Nate Purpura · Sr. Director of Growth · Needs Nate's review and edit before this is final
Every piece of content that goes under an expert's name requires a logged approval before it publishes. This section defines how that approval happens, what gets logged, and what to do when an expert doesn't respond.
Default routing — email thread
How approval works today
Route drafts via email to the relevant practice lead. Subject line format: [ARC Reddit] [Expert Name] — [Subreddit] draft for your review. Include the thread URL, the draft response, and the standard disclaimer pre-appended. Expert replies with approval ("looks good"), edits, or a request to revise. Their reply is the approval record. Forward that reply to the Reddit Manager and log the date in the Master Tracker.
Future routing — Keystone portal
Where this is going
As volume scales, approval moves to the Keystone intake portal — a dedicated review queue where experts receive, edit, and approve drafts in one place with a timestamped log. The portal replaces the email thread but the same approval standard applies: no post moves to Step 6 without a logged approval from the named expert.
Approval standards — what counts
Standard
Single expert approval — most content
For standard Q&A answers, comments on hot threads, and owned subreddit posts: approval from the named expert is sufficient. The expert's email reply or portal approval constitutes the record. Log: expert name, date approved, thread URL, final copy version.
High-risk
Second reviewer required — high-risk content
Content is "high-risk" if it: addresses suicidal ideation, self-harm, eating disorders, medication dosage, or treatment decisions for specific diagnosed conditions; or if the thread has significant emotional charge (e.g., a parent asking about a child's safety). For high-risk content, the expert approval is required plus one additional sign-off from [Reviewer — Nate to designate, per N8]. Both approvals must be logged before posting.
No response
What to do if the expert doesn't reply within 24 hours
Send one follow-up. If no response after 48 hours total, do not post. Log the thread as "timed out — no approval received" in the tracker, and mark the thread date so you know the post window has passed. Do not reassign the content to a different expert without checking that the topic is within their specialty. Do not post without explicit approval under any circumstances.
Logging
What gets logged — every time
In the Master Tracker, Review Queue tab: expert name, draft date, approval date, approver (email subject line or portal ID), content type (standard / high-risk), second reviewer if applicable, thread URL, posted date. Incomplete entries are not acceptable — if the row doesn't have an approval date and approver, the content should not be live.