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Social Media site Digg is introducing a new scheme for their advertisers. Revolving around the basic premise of Digg, where users are encouraged to vote for websites, blog posts and other articles of interest, this ad ranking system will charge companies based on the popularity of their advertisements.
The idea, according the Digg blog, is to provide a better experience for its users. Innovative advertisers will be rewarded with lowered costs whilst those who prove less popular will be effectively priced out of the game.
In principle this is a very good idea. It makes Digg a far more user-friendly interface and forces advertisers to reach out and really offer something that resonates with users. However, the one clear downside is that it could well be targeted by the advertisers themselves.
If to drive down expense you simply need more Diggs, then why not instruct everyone in the company, your clients and anyone else mildly associated with you to give a quick click? Okay, you’d lose out on discovering just who your target audience are, but surely it’s better than getting stung with a huge marketing bill.
Perhaps that’s an overly cynical view of this innovation. But the one thing it does show is that community-based social media is becoming more interactive with its own users. Plus, it’s still a great place to advertise and get some fantastic targeted results. We’ll just have to wait and see if this particular proposal will have the desired results or not. Digg plan to release the pilot of this system in the next few months.