Digg is a social media website that ranks online content through the feedback of the Digg  web community and aggregates it according to those rankings. Anything from breaking news stories to quirky entertainment can be found here. Users collectively rank content by “digging it” and more popular stories and content gets pushed to the most prominent location on the Digg website for site visitors to easily find and read.

What does this have to do with you?

If you have a website with a blog, or any other “share-able” content like white papers, fact sheets, or online essays, you should think about joining Digg and adding the Digg function to your website. Not only is it an easy way to keep up with current media trends and a little entertainment, but when you have something interesting or important to communicate, and you have Digg functionality on your site, you could benefit from some free wide-reaching publicity for very little effort.

The best and worst thing about Digg is its democratic structure. You cannot influence the amount of “diggs” you receive except by offering high-quality content with appeal. On the other hand, the peer-based nature of Digg means that any content that is promoted through Digg reflects the real attitude of those who ranked it. This information in and of itself is extremely valuable for keeping track of what topics people find useful or interesting and what they don’t, but its also means that others who come across your digg-ranked content will know that it has been valued and promoted not by you, but by an unbiased peer group.

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