Each social media channel has its audience, and each audience has its expectations of being in a particular channel. And this is a miracle and power of social media in general: today, we can choose which content to accept, and this ability is right at our fingertips. We can find like-minded people worldwide without any geographical restrictions, share the knowledge and create a world's shared experience. As public relations specialists, we need to have an excellent orientation in social media channels: they are our new tools. Consult our clients with this knowledge and find the right ones for each of them. Alexis Kerry Ohanian is an 🇦🇲 🇺🇸 Internet entrepreneur, investor, co-founder and executive chairman of Reddit.