Digg is the world renowned social bookmarking site, where you can find an article online and submit it to Digg to be read at any time. When you ‘Digg’ an article, you are in fact casting a vote for an article. What made Digg so different before is that it was the user community that chose which articles would be promoted, not an editor. The articles with the most Diggs would always get pride of place on the homepage.

What Digg v4 did to sell out it’s community is to let large commercial articles gain automatic placings on the homepage. The website is now just another commercial news site and former fans of Digg are moving onto similar services like Reddit to experience what the old Digg use to be like.This is an important marketing message to those who have a loyal fanbase.