To be competitive on the real time web, Perez noted (2010) that Digg needs to increase traffic to their site. Currently, it may take a few days for a link to reach Digg’s homepage where Twitter could spread the link in a matter of hours. Large scale uptake of Digg’s API will encourage such traffic.
Digg's API
The Digg Application Programming Interface (API) has been created to let developers and partners interact with Digg's platform. Digg’s API allows developers to integrate its core functionality and data into their own application or a website. Functionality includes digging activity, rating and commenting on links (Digg, 2010).
Developers extend the functionality of Digg through creating mashups. These are often add ons or third party applications that interact with other APIs to offer new functions. Digg supplies a wizard to offer less experienced web developers, the script they require to incorporate Digg content and functionality into their own site, further increasing traffic (See picture below).
Developers can use the API to request very specific information about news stories, images and videos submitted to Digg (Digg, 2010). Applications request this information using REST and may use multiple response formats including XML and Javascript (full list).
Developer Support
Digg support their developers through offering Digglite (an open source platform to be modified or built on), extensive documentation about the API and an online community for discussion and support.
Terms of Service
Digg’s API is provided “as is” (Digg, 2010). Consequently, Digg isn’t legally required to support any failures however, if they didn’t offer support I suggest people would stop developing with the API. Furthermore, the TOS Implies developers can pay for Digg API support.
Conclusion
Digg provides developers with a strong platform and through assembly in innovation has seen massive scalable growth. The company makes money through offering advertising in a format that looks like Digg content (Gannes, 2010) and with increased traffic can continue to compete with social media sites and be profitable. Traffic can be secured through continued, stable management of the Digg API. Like all web 2.0 applications the more people who use it the better it gets.
Question for Thought
With so many mashups and third party applications being developed, will Digg still need a homepage in 10 years?
References
Digg. (2010). What is Digg?.
Retrieved March 19, 2010 from http://about.digg.com/
Digg. (2010). Developers API.
Retrieved March 19, 2010 from http://about.digg.com/developers
Digg. (2010). API Overview.
Retrieved March 19, 2010 from http://digg.com/api/docs/overview
Digg. (2010). Digg, INC. API License Agreement.
Retrieved March 19, 2010 from http://digg.com/api/docs/overview
Skyes, T. (2010). Exclusive Interview With Digg CEO Jay Adelson.
Retrieved March 19, 2010 from http://www.timothysykes.com/2010/02/exclusive-interview-with-digg-ceo-jay-adelson-we-were-ebitda-profitable-in-2009/
Perez, S. (2009). Digg Opening Up? New Read/Write API Coming Soon.
Retrieved March 19, 2010 from http://www.readwriteweb.com/archives/digg_opening_up_new_readwrite_api_coming_soon.php
Gannes, L. (2010). How Digg Found a Way to Make Money.
Retrieved March 19, 2010 from http://gigaom.com/2010/02/26/how-digg-found-a-way-to-make-money/
With so many mashups and third party applications being developed, will Digg still need a homepage in 10 years?
References
Digg. (2010). What is Digg?.
Retrieved March 19, 2010 from http://about.digg.com/
Digg. (2010). Developers API.
Retrieved March 19, 2010 from http://about.digg.com/developers
Digg. (2010). API Overview.
Retrieved March 19, 2010 from http://digg.com/api/docs/overview
Digg. (2010). Digg, INC. API License Agreement.
Retrieved March 19, 2010 from http://digg.com/api/docs/overview
Skyes, T. (2010). Exclusive Interview With Digg CEO Jay Adelson.
Retrieved March 19, 2010 from http://www.timothysykes.com/2010/02/exclusive-interview-with-digg-ceo-jay-adelson-we-were-ebitda-profitable-in-2009/
Perez, S. (2009). Digg Opening Up? New Read/Write API Coming Soon.
Retrieved March 19, 2010 from http://www.readwriteweb.com/archives/digg_opening_up_new_readwrite_api_coming_soon.php
Gannes, L. (2010). How Digg Found a Way to Make Money.
Retrieved March 19, 2010 from http://gigaom.com/2010/02/26/how-digg-found-a-way-to-make-money/
Wow, great blog Jack and your choice of media really illustrates your key points! I have never heard of Digg, however I can see how an application like this has the potential to make serious waves in the ocean of the Internet. Digg seems to be capitalising on the "viral" component of the Internet. In response to your question for thought, I think that ultimately, every web application needs some sort of base to work from. However this does not necessarily mean that all or any of their income will be derived from this base. Thanks!
ReplyDeleteA good, well referenced blog Jack regarding the social news aggregator, Digg. I'm still learning a great deal about this topic and trying to put all the bits and pieces together. Since reading your article, I've noticed the Digg link on many other sites, usually together with major bookmarking tools such as del.icio.us, etc. As soon as I'm able to, I shall be voting with the 'dig it' or 'bury' and give my opinion of the news!
ReplyDeleteRegarding your question, will Digg still need a homepage in 10 years? I believe the answer is "Yes", because, users will occasionally want to check archives or use Digg Spy, or re-research previous news that had an impact on them.
Thank-you for your feedback Maureen and Gavin. From what I am hearing pages will continue to have a homepage even if the revenue doesn't come from it. This is because through offering their own page they are able to provide stability in the content and archives through maintaining a portion the company can control.
ReplyDeleteHi Jack,
ReplyDeleteGreat post. I think you find a excellent example to represent the API of web 2.0 application. Digg is unique in that it is not professional web site editing, editing all depends on the user.In ohter words, Digg has created a great API to let users and partners interact with each other.