In the age of social media, the value of viral marketing cannot be underestimated. If making it to the home page of Digg is one of your company's priorities, however, then Pronet Advertising has some sobering revelations about the kind of content that you should be producing. In Getting on Digg is Federleezee, Neil Patel observes:

1. Diggers love dumb humor - there is nothing dumber or funnier than Kevin Federline getting offered a job at Taco Bell.
2. Diggers love to talk trash - one of the main reasons this post did so well is because people love to make jokes about Kevin Federline.
3. Diggers are Average Joes - obviously, most Digg users are not millionaires and they would love to see millionaires have to work just as hard as them. So relate to them and they will digg (vote) your story to the homepage.

Indeed, this revelation is both useful and discouraging. For the producer of serious online content, it might signal the demand for an alternative social bookmarking format. Namely, just as LinkedIn offered a professional alternative to MySpace, marketing professionals might desire a similar alternative to Digg. As Search Engine Land explains:

Links that can't be baited exist in every possible subject area [...] The unsung heroes of the web are the people who take the time to do sincere content evaluation, selection, and organization with no real motivation other than to help other web users find those great sites and pages that might otherwise never be found.