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Reddit's chief operating officer Jen Wong stopped by AdAge's Next conference on Tuesday to reveal what she tells brands about how they need to talk to users on the online discussion forum.

Appearing on stage with AdAge editor Brian Braiker at the New York City event, Wong discussed the challenge of building trust with consumers at a time when integrity on the internet is in short supply. Reddit is a community made up of "subreddits" devoted to every niche imaginable, and the site is moderated by the users who create the subreddits and vote on its posts, so that the most popular submissions rise to the top. There's a passionate fanbase on the site, but it can also frighten brands, who worry about being overrun by negative comments from people not interested in hearing a message from a sponsor.

For advertisers who are just starting to feel their way around Reddit, here were Wong's key tips.

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