RSS stands for Really Simple Syndication, or Real Site Summary, depending on whom you ask. Both terms are accurate in that they refer to a communication protocol for an XML-based method of distributing small amounts of text content across the web. Sites often refer to these as Syndication or Feed technologies. RSS is one of the oldest methodologies of this kind around, but there are others. Podcasts, for example, refer to one of the newer variants in that it can include audio and/or video content in addition to text.

How is RSS used?

RSS has been around for more than a decade, and embraced by bloggers, webmasters and large news portals as a means of distributing Information, in a standardized format. Detecting the presence of a feed, depending on the operating system in use and browser type, is simply a matter of looking for the appropriate icon on a page or within the browser itself (address or status bar). The icon most sites use today is an orange square with white ‘radio waves’ like this:

Other indicators can be found, such as colored rectangular ‘buttons’ with lettering on the face to indicate the type of feed (RSS, Atom, XML, etc.) or reader system in use. (Adding feed links into personalized pages within Yahoo, Google, etc.) With popular browsers, e-mail programs, IM clients, etc. providing support, or the ability to augment or add it using third party products, following a feed is easier than ever!

Why use RSS?

RSS grew out of the desire to come up with an alternative way to inform interested parties about fresh content added to a site, while avoiding the issues related to e-mail technologies. E-mail, after all, is burdened with blockage issues where messages may be deleted or filtered in efforts to deal with floods of junk mail. There is also the related issue involving viruses that could prevent legitimate messages not reaching their destination.

Users love them because, unlike list technologies, they follow clear opt-in/opt-out methodologies. Those following a feed can join or leave it at any time. Another desirable factor is how it saves people time as they can quickly scan multiple content streams choosing to visit only those to be of interest.

In addition to the above, business finds RSS attractive in that it is a proven technology for increasing site traffic and exposure. RSS can also diminish privacy issues of concern to visitors to a site in that those following a feed rarely have to provide any details about themselves. These technologies are, therefore, vital parts of building sustainable relationships utilizing the best practices in marketing.

What is RSS used for?

Common uses for RSS include:

• Blogs – summaries of daily blog posts
• New Content Summaries – synopses of new content added to a site
• Weather Alerts – notification of severe weather
• Press Announcements – new product announcements
• Specials or Discounts – weekly deals or discount offers for customers
• Calendars – listings of upcoming events, deadlines or holidays

Industry specific usages include:

• Information Technology Industry – notification of viruses or security alerts
• Real Estate – listings of open houses or new homes on the market
• Schools – homework listings
• Restaurants – lunch or dinner specials
• Law Enforcement – announce sexual predators in area

How can I follow an RSS feed?

Following a feed is simple, simply locate the web address and add that into a reader to track it. Keep in mind, a feed will always have a dedicated web address linked to it much like regular web page content. Depending on the site, or reader in use, automated functions to assist in the location of feeds may be available.

Due to the diversity of reader products available, find one to match someone’s tastes may take some time. Here are some of the characteristics of better readers:

• Organization tools to group feeds into folders or directories
• Method to backup and/or restore stored feed links easily
• Sync capabilities between various mobile devices, such as cell phones, PDA's, etc.
• Individualized control over feed properties as to the timing of when it is checked for new content

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