| © 2004, John Calder | | | | entries are retrieved from the database and |
| You've seen the posts on all the marketing forums - | | | | displayed in the form of a web page, using HTML. |
| what is RSS? Should I be using it? What can it do for | | | | But when a newsreader or remote web site wants |
| me? Let's take a look at some basics of RSS, which | | | | to access your RSS feed, the same entries from the |
| stands for, alternatively, Really Simple Syndication, | | | | same database are retrieved, but they are displayed |
| Rich Site Summary, or RDF Site Summary (Rich | | | | in RSS format, using XML. |
| Document Format Site Summary). Whatever term | | | | The basic idea behind the technology then is fairly |
| used, they all mean the same thing. | | | | simple - it's a way to share information. And you |
| RSS is used to easily and automatically allow | | | | don't really need to worry about the strange |
| information from one web site to be displayed either | | | | appearance of RSS formatted data - the software |
| in a newsreader, or on another web site. A | | | | that creates the RSS feed on one end and the |
| newsreader is a piece of software that resides on | | | | software that displays it on the other end take care |
| your home computer, and that is programmed to | | | | of that. For marketers, the real issue is whether they |
| display RSS formatted data, known as feeds, in a | | | | embrace the technology now, later, or never. |
| format that is easy for humans to read. Other | | | | Marketers are only human, and they, like their |
| software, including some popular web page | | | | customers, want to know "What's in it for me?". |
| generation programs, can display RSS feeds on the | | | | Realistically, there is little if any downside to using or |
| pages of another web site. Either way, the feeds are | | | | offering RSS. There may be some initial cost to buy |
| usually updated automatically whenever the content | | | | and install the blog or content management software |
| on the originating site is updated. | | | | that will generate RSS feeds, although there are |
| RSS is nothing more than a standard way of | | | | many open source packages available. Some hosting |
| formatting data - for example, the content of your | | | | companies feature Fantastico, which offers one-click |
| web page or blog - in a certain way. Formatting is | | | | installation of many popular software packages, |
| done according to a certain accepted standard or | | | | including blogs and content management systems. |
| specification. For example, there is general agreement | | | | If you get newsreader software, much of which is |
| as to the formatting of RSS .91, RSS 2.0, and so on. | | | | also free, you can use it to keep up with your |
| (Yes, there are unfortunately several versions of | | | | favorite marketing related blogs all from one location. |
| what standard means). RSS is the name of the | | | | Offering RSS feeds from your own site or blog may |
| standard for formatting, but the language used is | | | | be of much bigger benefit though. For your readers |
| XML - Extensible Markup Language. XML is a superset | | | | and customers who add your RSS feed to their |
| of HTML, and is very commonly used for exchanging | | | | newsreader, you have a chance of your material |
| data between computer systems. | | | | being read every time you publish it, thereby creating |
| Data formatted as RSS may be stored in a static file, | | | | a followup relationship marketing situation. Compare |
| just like an HTML page. But more often, the | | | | this to falling email delivery and open rates. Finally, if |
| formatting is generated by a program when | | | | other marketers add your feed to their site, you get |
| requested. For example, you may make blog entries | | | | a one-way, inbound link! Even if the other site is of |
| that are stored into a database on your server. | | | | dubious quality, a link is a link - enjoy it while it lasts! |
| When a human visitor comes to your site, your | | | | |