Can you Digg it?

In one way or another, social media is changing our lives each day. It’s unavoidable. Some prefer to use it for networking, others find it a crucial tool for news consumption. But no matter how you use it, chances are it's changing the way you work and play.

However, not everyone is convinced that social media is the way to go when it comes to reading the news. At last month's PRSA T3 conference, one PR pro I was chatting with was extremely passionate about traditional media formats and was convinced that the next step for newspapers and magazines was a tailored print edition for each individual subscriber. I know what you're thinking, isn't that my Google reader? But for those who are reluctant to change, there is something familiar and comforting about sitting down with a cup of coffee and the Old Gray Lady each and every morning.

In a 2008 survey conducted by Pew Research Center, more people (35 percent) said that they rely mostly on the internet for news than citing newspapers sources. At T3, Beth Murphy, senior director of marketing & communications at Digg, an online news aggregator, started off her presentation with that statistic and then elaborated on the "democratization of online sources." There is a new realization that news is consumed in small bites thanks to news aggregators, micro-blogging and social networks. Currently, Digg receives more unique visitors than the WSJ and NYT combined.

So, why Digg? Those that don't have the luxury of reading every daily paper from cover to cover can indulge in the top stories that the majority believes to be headline news. About.com calls Digg "a goldmine of great news stories, tutorials and practical tips." Others look at it as a universe of all things current. Digg can also make or break an author or site. The more people who Digg an article can cause an influx of traffic to a particular site or blog, thus building your credibility in a community or network and opening up new opportunities.

Want to start Digging? There are some great online resources that can help you including an FAQ, instructions for adding a Digg button on your site (or just tweet @pdandreu), Digg the Blog, and more.

This ends another installment of adventures in social media. If you dig it, Digg it. But if you find it del.icio.us....well, that's a whole other story!