Where Digg and Google failed, Facebook might win.

I totally get the point, why such aggregations like Digg, Delicious or StumbleUpon exist. With the Internet swelling and growing out of control, there is slowly more and more need for people to filter the content, and actually find bits that are truly worthy of attention. Google page ranking and search engine can feel suffocating for content. And no mechanical algorithm can actually find “value” in content, it has to be done “by hand” and with proper intuition.

But most Digg-like portals either fell into obscurity, or grew to the point where even valuable stories have a hard time to break though, unless they are spotted by a power-user or pushed to the top with a bit of viral luck from another medium. Additionally, with Digg and Delcous being dominated by male users, both portals are naturally skewed towards more technological, geeky stories. Question remains – is there no hope for valuable content, that just dose not have enough viral punch to get the “”top-story” status?

And here is where Facebook comes in. For long, Facebook has been doing great in spreading links and allowing people to share content. Websites keenly adopted Facebook social plug-in, and now with Facebook officaly pursuing the goal of becoming the aggregator of content worthy sharing, it might change the way we consume the web entirely (and undermine Google’s rank domination and how much we rely on search engines all together to find content).

With a bit of help from Facebook, and including all other trends (social plug-ins, making content easy to share, etc), our networks and friends all can become part of a global content-filter, that is at the same time “community-localized”. With our individual efforts combined together, we can quickly give proper credit to valuable content, saving it from drowning in the content noise. But at same time, the content will be relevant to the community we function in – skewed to be interesting to our age-group, country or occupation (unless we have nothing in common with our Facebook friends ;p). This is something that cannot be done by Google (no matter how hard they try), Digg or any other search engine or content aggregation.

So what’s next? Death of portals? Or revolution in SEO? Or maybe something totally different? Do share your thoughts!


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