The Down Side Of Getting Digged

Mar 6, 2007 • 7:11 am | comments (9) by twitter Google+ | Filed Under Social Search Engines & Optimization
 

A Cre8asite Forums thread discusses the "problems with social media traffic." The thread creator lists three problems with the traffic.

Suggested Problems with Social Traffic:

  1. Click Through Rate May Drop: If you increase your traffic and the traffic referrer base is not that targeted towards your content and offering, then your CTR will drop on your ads.
  2. Surge In CPM Data: If you charge your advertisers on a CPM basis, the advertiser may not want to pay for that surge.
  3. Poor Quality Links: The types of links gathered from a Digg or social linkbait attempt may be poor quality links from blogs and forums.

While I can possibly agree with points one and two, I very much disagree with point three. But let me throw arguments towards each point.

Arguments Towards Suggested Problems:

  1. Click Through Rate May Drop: Sometimes you cannot control getting on the front page of Digg. You are just a great writer and someone Dugg you. You need to be prepared that your CTR may drop in these cases, these are outliers and the data can easy be extracted.
  2. Surge In CPM Data: Same as above, if your advertiser is upset with the new exposure and branding, then give them a refund. Extract that data. But I know plenty of advertisers who would like to get their ad in front of thousands of new faces.
  3. Poor Quality Links: Not only do you get great quality links from blogs and forums, but news agencies have a higher chance of picking up your site and content. The more links to your site, the more chances are that someone important will read your content and find it useful. If they become a long time reader, then you may get some awesome quality links time and time again, from that single Digg. Plus most of those blog links and forum links may be worth more than you expect.

So what is the down side of getting Dugg?

  1. Server Issues: For some, their site, application and server cannot handle the mass number of visitors at one shot. For others, they can.
  2. Negative Comments: Some Digg users can be harsh, very harsh. The first big Digg I received was almost two years ago when I announced First Ever Wedding Proposal via Search Engine. I had to watch the comments on my blog post throughout the day, to remove some of the very negative and hurtful comments from some of the Digg users. I did not want my wife to read them. Some of those comments are still available at the original Digg, I personally buried them back then, but it can be hurtful to some who don't fully understand the Digg user.

It is not all negative, check out my post on the power of Digg.

I am sure there are other negative aspects of getting social media traffic. Would love to see more at the forum thread.

Forum discussion at Cre8asite Forums.

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Comments:

Chris Beasley

03/06/2007 09:53 pm

These aren't really negatives, just, "less than ideals." Lower CTR? So what? You're still earning off the Digg visitors, just not as much as off normal visitors. Off-topic incoming links? Again, so what? Do we have a link snob in the house? A link is a link, you don't get penalized for people linking to you, and while not all links are created equal, they should all be welcome. As for advertisers being upset, well, at the same time I could see advertisers being ecstatic because they reached the key young male demographic without having to shell out extra for it. IMO there is no such thing as bad publicity.

Barry Schwartz

03/06/2007 11:10 pm

I agree 100%.

Cvos SEO

03/07/2007 12:11 am

People will always say negative things about you. The web 2.0 version goes something like: "I don't care what they say about me, as long as they properly link to my site."

geomark

03/07/2007 12:54 pm

"...the key young male demographic..." ! Have you seen numbers for that demographic, the angst filled early 20's? Not much spending power there and no motivation to spend the little they have, more inclined to try to get it free or pirate it. The spending power that advertisers want is in another demographic, a little older and richer.

Dennis Pallett

03/07/2007 03:28 pm

Geomark, I think Chris is talking more about the young professional, somewhere between 25-35, with a high-paying job, plenty of money and a big interest in the latest gadgets/games/cool stuff.

MarieLu

03/07/2007 07:01 pm

I agree CPM can go down a little but with the right product it gets you noticed. Also, for brand awareness it can be great!

Lea de Groot

03/12/2007 10:04 am

Possibly one area for concern with 'lowered CTR' is the effect it can have on an ongoing basis. One day of being hit by Digg doesn't matter, but if the ad supplier (in most cases Google Adsense) evaluates the traffic to show that your page is not as worthwhile because your CTR has dropped, you may be smart priced long after the diggers have gone. Now that would be a problem! Does this happen? Not sure - one would hope that Google would observe the referer (yes, they can) and know it was just a Digg Surge. An obvious defence would be not to show your ads where the referer is digg.com.

Runescape

06/07/2007 02:29 pm

Well if you get a lot of real visitors, you should be happy more potential blog owner to link your post ;)

David

03/17/2009 11:47 pm

One day of being hit by Digg doesn't matter, but if the ad supplier (in most cases Google Adsense) evaluates the traffic to show that your page is not as worthwhile because your CTR has dropped, you may be smart priced long after the diggers have gone.

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