The New York Times, the third-largest newspaper in the US, has a nifty new feature on their site: a “Share” dropdown box. Once clicked, the articles can be submitted to three major social networks: Digg, Newsvine, and Facebook. Further, a permalink button is intact, implicitly encouraging users to refer to the article’s URL in blogs and other mediums of online social communication.

With this new feature, the newspaper is acknowledging the strength and power of social networking communities. The NYTimes is broadening its readership to individuals who may not necessarily read news websites directly or even touch traditional newspapers. In an interview with the Seattle Post Intelligencer, the new functionality is a strategic move on the part of the New York Times to “tap a tech-savvy audience that is accustomed to commenting on and sharing news stories.”

The New York Times, whose site does not allow free-flowing conversation and lengthy comments directly within, is moving the discussion of their articles elsewhere. It is encouraging and facilitating communication among a new crowd. The New York Times realizes that by reaching out to another community, they are getting exposure. They care what you say.

And finally, they are encouraging you to say it.

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