Disclosed are a service system and a method of providing a service in a digital receiver. The service providing method includes selecting content including an identifier with respect to an SNS or a data exchange space that is opened in linkage with content from a service guide, and outputting the selected content and the SNS or the data exchange space linked to the content in respective areas of a screen. The SNS linked to the content includes a data exchange space configured to allow one or more SNS users to simultaneously access the data exchange space using an open API from the server, and also includes a SNS identifier having a format as access information for the corresponding data exchange space.