Digg founder Kevin Rose uses several media to promote and create greater awareness of his site. Besides the weekly Digg-nation video podcasts, Rose partners with Digg chief financial officer Jay Adelson to produce and host programming for an online tech channel called Revision3. Rose and Adelson also hold periodic town hall meetings to chat with their public. Each month Rose also does an hour-long segment on alternative rock radio station KTIS in San Francisco. During the program, he reads from Digg posts and answers questions from listeners who call in. In addition, Rose publishes a blog, www.kevinrose.com. The blog includes Rose’s thoughts, tips, and random musings, such as his 2009 New Year’s resolutions (examples: “Read a book a month,” “Drink more water,” “Go on a date w/Jennifer Aniston,” “Start a small tea Web site” and “Fish w/my Dad”). With all his methods of communication to reach his dedicated audience, Rose has been named one of BusinessWeek’s 25 most influential people on the Web. In 2009 Digg launched WeFollow, a Twitter directory that includes a number of popular categories like Actor, Blogger, Music, Politics, Sports, Tech, and TV. Twitter users can add themselves to the category of their choice, ultimately creating a directory of like-minded followers. What’s on the horizon for Digg? Rose has pledged to expand Digg’s features. The company is also taking steps to learn more about its online community, members’ interests, and their preferences to keep its readers engaged. Rose and his staff are also focusing on additional ways to link users with similar niche interests and create tools that allow them to share the news of interest to them. In addition, Rose plans to expand Digg internationally. Currently, Digg copycat sites are up and running in Germany, Japan, and Spain.

• Only about one-tenth of Digg’s monthly visitors are registered users. What more can Kevin Rose do to encourage two-way communications with his customers and engage them further with Digg? 

• What types of communication could Kevin Rose use to make Digg more relevant to the average user? Are there risks in doing so? If so, what?