I don't hear a lot of associations talking about Digg. I suppose it's because Digg is not necessarily an obvious destination for your members to interact online. It appears to be more about ranking articles than about building community.
While finding a way for your members to interact online is a critical part of getting social networking right for your association, don't think the only solutions lie in Facebook, LinkedIn or Twitter. A special article or blog post that gets traction on Digg has been known to turn around the perception of an organization (for better or worse) overnight.
Digg defines itself as: "a place for people to discover and share content from anywhere on the web. From the biggest online destinations to the most obscure blog, Digg surfaces the best stuff as voted on by our users. You won’t find editors at Digg — we’re here to provide a place where people can collectively determine the value of content and we’re changing the way people consume information online."
Still not sure how this can help your organization?
Consider your advocacy program. Could you create a groundswell around an issue using Digg?
Consider your event. Do you have a controversial speaker booked? Is there a hot topic up for inevitable discussion in your sessions? What might happen if a member's blog post on that topic got a few Diggs?
Does your organization support a highly debateable topic like breastfeeding or stem cell research? What if you garnered support from your volunteers to Digg something onto the radar at Digg.com? See any opportunities to reach potential new members?.
Do you know of any associations getting exposure through Digg? I'd love to hear about it.
It's a new world. Open up your mind to new online opportunities for exposure. Don't think outside the box, just take the box away. Forget a box ever existed. Take a look at Digg and consider the possibilities.