Anatomy of a Near-Revolt

 Email

By John Cantwell

Yesterday we reported some ways that the latest updates to Digg’s top-secret algorithm could impact how stories are promoted through the site.

There is, however, far more to the Digg algorithm story than just that. After the algorithm switch was announced, top Diggers immediately felt alienated and, in short time, nearly initiated a full-fledged boycott of the site. Muhammad Saleem, a social media blogger who also has more than 1,200 top Digg posts to his name, was prominently involved in the backlash from the very beginning. He details the whole story here.

This is an essential story for digital marketers and PR pros. It shows how quickly first-adapters, social communities and the blogosphere can mobilize when users feel slighted. It also shows how to effectively manage online PR in crisis times. As you read, bear this in mind: all the events listed below happened in less than 12 hours.

I. The Announcement; Early Feedback

• Digg announces they’re changing their algorithm.
• Immediately, top users notice changes in site dynamics. Stories submitted by top users are stuck in “upcoming” queue for hours without being promoted.

II. Rumblings of Discontent

• A group of three top users (Saleem included) call each other to discuss the algorithm problem. They decide to create a Google group and email list inviting other top Diggers to weigh in.
• A boycott is discussed, but ultimately ruled out - for the time being. (Note: a boycott by Digg’s top users would be crippling. They generate a huge chunk of front-page stories - or at least they did before the algorithm switch.)

III. “Boy, that escalated quickly…”

• Other top Diggers - independent of Saleem & Co. - begin posting negative comments about the algorithm. The comments quickly gain popularity on Digg.
• At this point, Digg founder Kevin Rose responds (kind of half-heartedly) to the criticisms on Digg’s blog.
• ValleyWag and Mashable pick up the story. According to reports, a full-fledged user revolt is underway.
• RevoltNation, a social network for Diggers who want to organize in protest of the new algorithm, is launched.
• Saleem & Co. call an emergency session of their Digg-centric podcast, The Drill Down. According to Saleem, over 125 users participate in the convo and thousands more watch.

IV. Resolution

• Kevin Rose and Digg CEO Jay Adelson log into The Drill Down chat room. They spend an hour addressing each of Saleem & Co.’s concerns and promise quick fixes for each.

V. Epilogue

• The users are appeased, for the time-being. RevoltNation is still live and still promises to lead a Digg boycott if their concerns are not addressed. There are currently 27 registered members on the site.

From a marketer’s perspective, there is a ton to be learned from this. First, groups can mobilize instantly. Using just a few resources - a Google group, an email list, some comments on Digg, a little publicity (on Mashable and ValleyWag), and a podcast - top Diggers were able to organize and affect substantive changes on Digg in less than a day. That’s amazing. They were able to mobilize so quickly, though, because they knew the audience they were targeting and knew the mediums to use to reach it. Web 2.0 tools can work for marketing, but they have to be used the right way. Know who you’re looking for ahead of time, and focus your efforts accordingly.

The Digg saga also reinforces rules of good PR. First, don’t alienate your first adopters. This was the error that Digg made, and it hurt them in two ways: (a) Digg relies on its top users to provide big chunks of content (which may be another reason Digg switched the algorithm - they wanted to decrease their dependence on these top users) and (b) top Diggers rely on the site for news and social standing. Kevin Rose and Jay Adelson did the right thing, though - they paid attention to the users’ concerns and addressed them immediately. To maintain good public relations in the blogosphere, it’s essential to receptive and responsive to what your customers are saying about you.