I think you’ve missed the prime sentence in the article.

“If you have great content, and no one is reading it will it generate traffic?”

Personally – I do believe in the mantra of content is king. But when you are dwarfed in size by major blogs such as Mashable, – people who’s numbers are massive in the first place you have to get it under the eyeballs of the people that count, and indeed – as many people that you can.

I’ve launched great content before that has went un-noticed. And I have hit the social media jackpot a couple of times. I can see it from both sides of the track.

And as for the comments on hitting the Digg homepage – I’d agree. Digg users do not convert. Delicious on the other hand, and Twitter are two different animals. I’ve seen both of them convert into subscribers that can be used to grow further in the future.

Yes – with social media, sometimes it comes in waves and wanes. But exposure, and continued persistance (resulting in more exposure) – will and does work.