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the service to be highly relevant to those individuals, and many users actually
become marketers for the service when they try to promote their own stories.
Some of the most popular social news sites are Digg, Netscape, Reddit, and
Newsvine. Some of the most popular social bookmarking sites are Del.icio.us, My
Yahoo!, Furl, Shadows, StumbleUpon, Simpy, and Ma.gnolia.com.
Some markets also have vertically oriented news sites. Pligg is a free open source
software program that allows you to create a vertically focused Digg clone.
If you are unsure of how these sites work, you may want to set up test accounts
and use them for a few hours. By seeing how they work and what gets promoted,
it should make you better at creating ideas that spread.
Meme Trackers
There are also numerous meme trackers like Techmeme that automatically track
what stories are spreading through the blogosphere. Some of the best stories
featured on many blogs or social news sites can pick up free additional exposure
from meme trackers, and thus wind up talked about on more blogs.
Link Baiting
The idea of link baiting is to create a piece of content that is centered on a set
demand from a specific audience. To whom do you want to relate? Why would
they care? What would make them likely to spread your idea?
For example, Salary.com sponsored research stating that work at home moms did
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people would want to spread it spread far and wide.
Some Common Link-Baiting Techniques
• Talk about a specific community.
• Give people a way to feel important about themselves, someone they
care about, or something they feel should be important.
• Take recent events and scale them out to others in your community.
• Be provocative or controversial.
• Be a contrarian.
• Be thorough.
Controlling Your Message
• Launch your story on a main channel such that you can change your
messaging or update your offering based on feedback. If the wrong
group runs with your story you may not want to stop them! ☺
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