Reddit fanatics adhere to the slogan that the site is “the front page of the Internet.”
That might be fine and dandy for the digital elite. But for today’s PR counselor, I say the front page of the internet is none other than Digg
seems to agree).
That’s the same Digg that completely reinvented itself in 2012, only to lose nearly a quarter of its traffic
. Many considered its relaunch to be a failure.
Digg looked like this before its redesign:
Today’s Digg looks like this:
While the old Digg was run by a large community of folks who voted stories up and down on the Digg home page, today’s Digg is a more cautiously curated site. The change has made it a must-read for any PR pro today. Here’s why:
Today’s Digg is easier to scan
PR pros don’t have a lot of wiggle room in their daily lives.
Sure, I’d love to have two hours a day to go on Reddit and contribute on a daily basis, but I don’t. What I do have in about 20 minutes a day to read. I have to use that time very carefully. I can scan the Digg home page in about 30 seconds for articles I need to read later (and, without fail, I always find at least one article of interest). They might not be articles strictly focused on PR or digital marketing, but they’re usually articles that would be of interest to clients, referral sources, or colleagues. Or I may simply find them interesting. The new Digg is kind of like the newspaper. It puts the important stuff up front.
Speed vs. democracy
When it comes to devouring content on the web on a daily basis, speed is my ultimate concern. How much valuable content can I consume in the fastest way possible?
The old Digg was more like Reddit in that it was very democratic. If you’ve been on Reddit lately, you know it’s full of junk (please, Redditors, don’t kill me). You can find interesting and worthwhile posts on Reddit, but you’ll have to sift through a whole lot of stuff that just isn’t appealing to get to them. (Those stories are clearly appealing to someone, but not everyone.)
On the flip side, Digg’s moderators do most of the heavy lifting for you.
EConsultancy criticized the new Digg for its Pinterest-like layout
. I’m not sure I see why.
For those who want to consume information quickly and efficiently, it’s a great layout. I can see a title, quick intro, social shares, and Diggs all in seconds. Sure, I could fly through a list of headlines even more quickly, but wouldn’t I miss some of the context? Wouldn’t I miss out on a few more details that might convince me to dive into a certain story?
I really like the new Digg layout, and I tend to think most PR people will, too. Remember, the majority of Redditors are men. The majority of people in the PR industry are women. And women like Pinterest
One thing I personally love about the new Digg is it’s ability to surface quality content I’m not finding on my own. And, it’s really good content. What’s more, the variety of content and sources is fantastic. Just last week I noticed the following stories on the home page:
• “Is Start-Up Culture Derailing the MBA?”
• “To See the US Wealth Gap, Look No Further than Washington”
• “If ‘Gravity’ Wins Best Picture it Will Break the Internet”
• “Here’s What’s Going on in the Ukraine”
This is a nice mix of hard news, pop culture, finance, and tech trends.
And here’s the range of sources from that same day:
• Mental Floss
• Vanity Fair
• The New York Times
Again, note the variety and the authoritative nature of the media outlets. You’re not just getting a wide range of outlets, but you’re getting quality content that’s been vetted by moderators.
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Do you visit Digg on a daily basis, or do you still prefer Reddit? Let me know in the comments.
Arik Hanson is principal of ACH Communications. A version of this article originally ran on his blog, Communications Conversations.