RSS: from Newsrooms to Boardrooms
October 25th, 2006 by 
adminYou’ve probably heard of RSS, or Real Simple syndication. RSS feeds are very short and compactly written news tidbits that are sent through a news aggregator, typically called the RSS reader. The aggregator not only delivers the information—typically to customers or subscribers, media, partners, and other stakeholders—but also checks for new entries.
RSS was once a newsroom tool, that helped bring news updates to desk editors or news show producers who (understandably) needed the information right away. But we have entered the information superhighway, where content is king and websites and blogs compete by offering better (and faster) updates to their readers. These readers, in turn, are becoming more discriminating. They’re deluged by information, and have become very particular about what content they’re willing to read. In this case, RSS has become a valuable marketing and corporate tool. It’s a way for companies to stand out in the sea of information, and provide it in the most efficient way possible.
As the purpose of RSS feeds have evolved, so have its contents. It’s no longer limited to breakthrough news stories. For example, many RSS feeds are designed to help the busy executive. There are podcasts of sales meetings and streaming audio lectures on various business strategies (after all, who has time to read through the whole book?). There are advertising portfolios to help them seal the deal, and investment talk shows that summarize what’s going on in Wall Street.
RSS feeds is also providing an alternative to email. For example, members can use it to access PDF documents (which some people may not have the time to download). Use it to distribute notes of an important business meeting to everyone involved, or even give out lecture notes to graduate students.
RSS can also support Microsoft Powerpoint presentations, doing away with the necessity of lugging a bulky laptop to major business huddles. Anyone with a handheld device or an iPod can read the feed.
RSS feeds are also being tapped as an educational tool, because of its audio and video capabilities. You can watch lectures, talk shows, or even learn a new language.You also see RSS feeds as a sales tool. For example, you can carry images of a product you are selling, instead of bringing bulky catalogues everywhere you go. What a “handy” way of acting on a potential sale! “Yes, I am a real estate agent. Oh, you’re looking for a condo unit? Hey, I have pictures right here…”
Businesses are also saving a lot of money through RSS feeds. Instead of producing expensive monthly newsletters, many of which end up in the trashbins (or buried under memos and reports), employees can download announcements and company updates on a regular basis. You save on printing cost, while allowing people in your company to be ‘kept in the loop”. Everyone knows what’s going on, and people-savvy executives can even take this opportunity to promote internal bonding and make everyone (down to the interns) feel like they’re part of the group. Yes, information is empowering.