Reddit often flies under the radar for higher education PR and marketing professionals, but leaving it out of your marketing and communications mix could be a big mistake. Reddit is the fifth most visited site in the United States, has more than 330 million average monthly active users, and draws more people monthly than Twitter.

If you’re not familiar with Reddit, they explain it as “the home to thousands of communities, endless conversation, and authentic human connection. Whether you’re into breaking news, sports, TV fan theories, or a never-ending stream of the internet’s cutest animals, there’s a community on Reddit for you.”

Users post content in subreddits (r/example) and then the community votes up or down on the content and comments.

Ask Me Anything

AMAs (Ask Me Anything) are Reddit posts generally created by interesting individuals who have information to share and are willing to respond to (mostly) thoughtful questions. President Obama, Bill Gates, Madonna, and astronaut Scott Kelly (while on the ISS) have all participated in AMAs.

AMAs can be great tools for those in higher education. Here are five examples of how experts in higher ed have used AMAs to spark engagement.

1. Michael Lovell, President Marquette University 

Michael Lovell AMa

2. Jordan B Peterson, University of Toronto Professor and Clinical Psychologist 

Jordan Peterson Tweet

3. Michio Kaku, CCNY/CUNY Graduate Center Professor and Theoretical Physicist

Michio Kaku Reddit AMA

4. John Hopkins University Applied Physics Lab

John Hopkins AMA

5. Milyon Trulove, Vice President and Dean of Admission at Reed College

6. Sandro Galea, Dean at the Boston University School of Public Health

Sandro Galea Reddit AMA

Scientists in particular can find value in sharing their research, but AMAs can also be useful for all academic areas, school leadership, college athletes and coaches, as well as students who want to take questions on college life. If you decide to jump into an AMA, be prepared and willing to tackle tough questions. You don’t want to end up in r/AMADisasters.

This post originally appeared on LinkedIn.