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The Internet has become a non-linear environment filled with a plethora of topics from both mainstream and niche media, with a seemingly endless overload of information. The task of finding information now requires either great skill for navigating the web or a system for coherently collecting and organizing content. To stay up to date with new content, many users feel burdened with the tedious and time-consuming task of checking a growing list of Websites. A great Internet tool is growing in popularity that can alleviate this burden - it is RSS (Real Simple Syndication or Real Site Summary). Instead of manually browsing bookmarked websites for new content, or receiving numerous email newsletters, RSS automatically alerts subscribers about updates or new articles on selected websites.
RSS has been available for several years, however the audience did not have easy and free access to the tools needed to receive and read RSS feeds and few were subscribing. In addition, small business and nonprofit organizations were not utilizing RSS because of a lack of awareness, knowledge, and access to software to produce feeds. Online has technology continued to improve, and now there are simple, easy, services for creating and pushing RSS feeds and new free web-based services and updates to web browsers have made the process subscribing to RSS feeds much more common and user-friendly. For example, websites built on content management systems usually have built in RSS feed syndication. Also, third party free Web 2.0 tools such as blogs or video and photo sharing services provide RSS feeds to users. For those that do not have the staff, skills, or time to create the XML feeds, there are third party services that will create RSS feeds for a fee. With these new services, all the necessary components are in place and RSS is growing in use and popularity. Many constituents or donors may now subscribe to and read RSS news feeds on a regular basis, meaning a nonprofit organization RSS feed could be seamlessly slipped into their established collection of feeds. The message - RSS is now able to add value to organizational communications and online marketing.
RSS feeds can be thought of as a push and pull service. RSS feed providers “push” content to subscribing users, and subscribers choose information that they want to “pull” or receive.
Nonprofit organizations can use RSS to “push” notifications to constituents about updates. RSS feeds give nonprofit organizations the precision to deliver messages that can rise above the overload of information on the Internet to reach targeted users. RSS feeds can be tailored for individual target groups. For example, different feeds could be published that announce calendar of events or classes, call for volunteers for specialty projects, request funding or needed items, notify clients of changes to services, or follow public policy changes. The goal is to strategically alert the right people and supporters about information that affects the nonprofit organization.
Better than email, RSS feeds will not fall victim to spam filters and subscribers can remain anonymous and in control, ensuring no delivery is unsolicited. RSS feeds could be considered the evolution of nonprofit organizations print or e- newsletters. However, RSS does not replace e-mail, which offers one-to-one communication, sophisticated tracking options, and more intimate communication channels. The key difference is that RSS feeds are generalized to a public or targeted audience, but email has the potential to be customized per recipient.
In the opposite direction, nonprofit organizations can “pull” RSS feeds for different usages. Information professionals or other staff who need to follow several sources per day, can save time and benefit from pulling or subscribing to RSS feeds.
RSS feeds can also be used to automatically post continually updated new content on Websites. By using a Web 2.0 tool, or widget, RSS feeds can be displayed on a Website or blog. Web users are becoming accustomed to seeing new and fresh on content on Websites, organizations can begin to serve this demand by choosing and publishing external feeds. Using RSS in this way adds value to websites by offering target audiences a particular selected combination of topics and sources.
Media monitoring programs can be enhanced with RSS. To stay informed, organizations can pull RSS feeds from major news outlets or blogs to be alerted when reporters or bloggers publish information about the organization, industry, or key issues that the organization needs to track.
Before developing RSS feeds, consider these two requirements. First, the information must be able to be broken down into smaller or summary items. Second, keep in mind that RSS feeds are easy for subscribers, but they too can be time-consuming. Therefore, only use RSS feeds to syndicate very important, appealing, and timely content – otherwise readers may not continue to subscribe.
Article written by Elizabeth Marlow, Media Graduate Student & Volunteer
Additional Reading: Barnes, Tom; “RSS: Marketing Newest Communication Channel,” Journal of Website Promotion, Vol 1(4) 2005, Haworth Press, Binghamton, NY.
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