Once an idea is proposed, site visitors can give it a thumbs up or down (or rather, they decide whether they digg it or not), and the idea either rises to the top with the momentum gained (Reddit much, anyone?), or falls off the radar with little attention.
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Some are worried that if it can happen to Digg, it can happen to anyone.
Digg said Friday it will host a "Dialogg" with Toyota USA President Jim Lentz.
The Toyota event is "great for the Digg brand because it credentializes the platform and gives them news value, " says Adam Hanft, a brand strategist with New York-based marketing firm Hanft Projects.
"In order for Digg to survive, it must abide by the law, " he wrote.
He created a page on LifeInsure's site listing "19 Things You Probably Don't Know About Death, " and posted it to Digg.
It is by no means the first social news site to be held in such regard, Digg was one of the first though it has since been massively eclipsed by Reddit.
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Jeff Hodsdon, Digg's lead developer on the project, says the idea was to make it easier and more clear for developers working with the Digg platform.
Users will be able to authorize an application via a protocol called OAuth and allow it to send actions to Digg on their behalf.
Though when you see one giant fall, you can imagine it happening to others, Digg made a series of terrible mistakes that most companies with that sort of position and power would not.
Digg's a great site, and it claims to have 20 million unique monthly viewers.
Digg also hopes its Dialogg events can set it apart from Twitter and Facebook.
Rutchik says Digg will have to think carefully about whether it wants to use the same argument.
Or is it better to use social bookmarking sites like Digg, which promote stories based on user votes and interest?
Last December, Reddit drew more visitors than Digg for the first time, according to comScore, and since then it has maintained that lead.
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It sounds unfathomable now, but did anyone envision online juggernauts like MySpace and Digg falling into irrelevancy after short runs at the top?
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Among social media sites, it tracks the top seven: StumbleUpon, Facebook, Twitter, Reddit, YouTube, Myspace and Digg.
In the last year, Digg has integrated its user accounts with Facebook and launched an effort called the "DiggBar" aimed at making it easier to take action on links shared through sites like Twitter.
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