As a writer, I need to submit my work to an editor. Yes, the editing process can be grueling – but it makes my work better.
In October 2004, two tech veterans -- Jay Adelson and Kevin Rose – had an interesting brainstorm: Why not allow anyone to become an editor? Thus was born Digg.com. Users submit stories to the site and the community can vote on them. The more diggs, the higher the priority a story gets.
Now, Digg is the third largest tech site, with about 8.5 million unique visitors in May.
Giving power to the community is certainly catching on (it's being called the "social web"). There is YouTube.com for videos; Wikipedia for an evolving encyclodpia; and even Yahoo! is getting involved, such as with its Answers service. In fact, AOL is using its Netscape.com portal to allow for a Digg-like experience.
This week, Digg launched the new version of its site. The big move: it is going beyond just tech news. Now, you can Digg on World and Business, Video, Entertainment, Science and Gaming.
I had a chance to interview Adelson:
Last time we met, you mentioned how important it is to listen to customers. It sounds like that feedback is now part of the new site? Basically, users want more control over media?
Since we started digg a year and a half ago, digg has always been about giving users complete and unfiltered control. Feedback has always been core to how digg works, so that part isn't really new. Many users have wanted to submit stories outside of the tech areas that have been the focus of digg, and we're now giving them that opportunity with the new enhancements we've made to digg. It's really exciting for us to see that the digg concept has taken off. Our 300,000 users are now submitting between 1,400 and 2,000 stories a day to digg.
There are a lot of me-too digg sites, yet digg is still the clear leader. What sets it apart? Is it the power of the community?
Running a successful community-driven site like digg is much more difficult than it appears and requires a significant amount of expertise and technology on the back end. For example, understanding user behavior and the subtleties that define interest levels, on a statistical basis, has taken a great deal of research and development.
We've had a year and a half to understand that and develop technology in this area. Also, we believe that digg's focus on transparency with absolutely no editors/intervention gives a leg up on competitive sites that have a small group of people providing oversight. And finally, digg has developed a significant amount of active users (meaning they participate, not lurk). Nurturing this active community was one of our greatest challenges and it extremely difficult to replicate.
What's your take on online video for news?
The time displacement that the Internet enables combined with pervasive broadband connectivity and video-enabled devices makes video news and entertainment on-demand a very compelling option for consumers. As a part of this, the new version of digg will include a video section -- the first ever application of the digg methodology to an area outside of news.











