A common misconception with user generated content is that if you add commenting, reviews, etc. to a site suddenly everyone will be sharing their opinions day and night. In reality only a small proportion of users regularly write review or create original content.

Even on digg there is a relatively small group of users that regularly submit stories. However, the simplicity of the voting system encourages a wider audience to get involved. Voting for a story requires a single click once a story has enough votes it is placed on the front page. This is not to say that the mechanism behind the voting process is simple. It uses a highly complex algorithm to try and prevent users manipulating the site. However, from the user’s point of view all they need to do is click ‘digg it’ if they like the story.

The site: digg