Internet advertisers looking to utilise social media websites as part of their efforts to drive online traffic and increase incoming links are being advised to look beyond Digg.

Writing on Search Engine Land, director of marketing for ACS Cameron Olthuis claims that those who solely rely on the website risk "putting all your eggs in one basket".

He reported that if marketers find their content is unpopular on Digg then they are likely to find their attempts at building links have failed.

Mr Olthuis added that although many advertisers are trying to use the website as a marketing device, the majority "have no idea what they are doing" and as a result are filling Digg with "poor to mediocre content".

Online marketers were advised to make use of a variety of social media websites such as Reddit and Netscape which, despite being reported to be not as effective as Digg, "hold a lot of value in them".

He claimed: "Success should be measured by links and not whether or not you make the Digg homepage."

Writing on E-consultancy last week, Andrew Girdwood suggested combining affiliate marketing techniques with social media websites can help online advertisers generate "valuable partners" in their attempts to increase brand awareness.