23rd Feb 2007, by Andrew Barr

Will DIGG face legal action in years to come? Has it gone to the dark side?

Here at Yeti Towers we like to think we keep our finger on the pulse of modern day social trends, no, I don't mean watching the BBC's Strictly Come Dancing or ITV's X Factor, mainly on the tech side of things.

Over the last few years a site called Digg has really risen to prominance and I have to say I am a member there myself and at times I find it a good/useful read. Here is the blurb from the site:

Digg is a user driven social content website. Ok, so what the heck does that mean? Well, everything on digg is submitted by the digg user community (that would be you). After you submit content, other digg users read your submission and digg what they like best. If your story rocks and receives enough diggs, it is promoted to the front page for the millions of digg visitors to see.

In the last few months here in the UK Digg has started to get mainstream media attention through places like the Observer, Guardian and Times tech sections as a company to watch but I am starting to think; has the positive media coverage come to late. A whole new audience is now visiting Digg at a time when it seems to be turning into a site driven by negative comment.

I was talking to A.N. Other marketing bod from a FTSE FMCG company last week about Digg and their experience of it and they shuddered. Apparently they avoid having any mention for their products on Digg as they know it will 9 out of 10 times end up being negative.

This is similar to something that I experienced earlier this year so I decided to do a bit of Digging (ha ha - see what I did there) myself to see how it all stacks up.

If I am truly honest (as a big fan of the site), it still does have loads of good content but when reading through some of the posts you cannot help but feel that it is mainly visited by tech people who may have been bullied at school and are now reaping revenge by picking on the stuff the cool kids may now be working on :-)

Maybe that is an overly simplistic view? But go onto the homepage and read the top 5 stories... a few will no doubt be spam, not the sites fault, what do you expect with the kind of site traffic they get, but the topics I clicked on cos I thought they looked interesting have all degenerated into the more prolific Digg members ripping them apart.

My point (when I find it eventually) is that if this continues brands, companies and organisations will start to lose faith in Digg and it could come to a point where a trigger happy litigious company, and lets face it, the USA is a litigious society, could look at taking legal action against Digg for loss of earnings or sales etc? Could that happen? I dunno... I am not legally minded, don't you know... :-)

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