I'm always weary of news buzzwords - but this one caught my eye: "Social Media Optimization."

At this point in the web's development "search engine optimization" is standard. I challenge you to find a serious web publisher who doesn't recognize the acronym SEO from a mile away.

Social media, however, isn't on everyone's radar. My question in reading this blog post from the Early Edition, isn't how news organizations can leverage social media optimization to get more traffic - but on what rubric they are doing so.

Journalism is not a consumer product. In some ways it's a social service - so on what basis do you want people sharing news articles? Because it is funny, entertaining or inaccurate? Or on the basis that it is informative, insightful and timely?

This comes back to a reoccurring theory of mine: Social news sites like Digg, Reddit, Mixx, etc, all have different communities. To the extent that some of these sites vote on rubric that is very loosely defined like Redd