In the past week, we’ve been hearing a lot about “New Digg” and “New Twitter” as both tools aim to become more robust and versatile.

Soon, you’ll be able to view more information about Twitter users and see their shared photos and videos without ever clicking away from Twitter itself.

Soon, you’ll be able to see which Digg stories are popular among the subset of Digg users you’ve chosen to follow, rather than just relying on the community as a whole.

To us, this sounds like both services are finding reasons to keep visitors more engaged and not losing them when they click away.

Or, in other words, Twitter and Digg are becoming Facebook.

Add to that the evolution of Google Instant and the announcement that Google plans to offer more social tools and it becomes clear that Facebook’s formula of being everything to everyone, all in the same place, is too hard for most rivals to compete against without adopting the same tactics.

What does this mean for your business?  Simple.

Focus on the Experience, Not the Tools.

In 2005, everyone thought the future would look like MySpace.  And everyone was wrong.

Today, agencies and brands are almost definitely scrambling to figure out how to get “good at Facebook,” since that seems to be the skill set that will drive social communication for the foreseeable future, regardless of the platform.

But they’ll probably be wrong too.

It’s not about Facebook.  It’s about being a good communicator and having a story worth telling.  Because if your brand can connect in a meaningful way, it won’t matter if your customers are using print, Facebook or mental telepathy.

Need help telling your story? Find us on Twitter or Facebook!