Adjusting sails for changing winds: exploring Reddit use for professional purposes in higher education

Emerging practices of social media for professional purposes in higher education merit further attention. Reddit, a social media platform, is under-studied despite its significant presence. This study explores participation patterns on Reddit for two summer periods during 2019–2020, before and during COVID-19. We collected a total of 82,494 contributions from two subreddits, r/highereducation and r/Professors. Results show changes in contributions and interactions, with more consistent growth in r/Professors. Major topics discussed in both subreddits during summer 2020 had shifted from 2019, largely related to COVID-19. Findings are discussed with a community of practice lens, noting changes in participation and adjustment to the crisis. Additionally, we present implications for supporting and sustaining higher education professionals through Reddit during and after massive disruptions like those experienced during the COVID-19 pandemic.