Real Simple Syndication (RSS) and social media are important strategies for connecting brands with target audiences. RSS and social media allow content to be distributed to audiences in the places they engage online. An effective content strategy must include syndicating content through RSS and on social media platforms.

1. Real Simple Syndication (RSS) and Social Web 101
April 2010
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2. Synopsis
Digital Marketing & Communications (integrated/multi-channel) are no
longer a proposition of spend + push = awareness, possible
engagement, and hopefully conversion/influence. The evolution of
Web technologies and Social Media has created significant, strategic
opportunities for brands of all sizes and industries to connect with
their target audiences - in the places they congregate or go to online -
for a little technical know-how and vision/planning. It‟s not a question of
building the latest-and-greatest repository of digital content or website -
it‟s a question of how well distributed (targeted) your messages are (ie.
that content) to the audiences that are already predisposed towards
your messages and brand. A Brand‟s content strategy has to include
a syndication strategy. That means RSS and the Social Web.
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3. Social Web Optimization Example
The most important
connector to the Social
Web for your brand
XML Real Simple API / RSS
brand.com blog.brand.com Google FeedBurner
Syndication (RSS)
- website - - blog - (RSS)
- XML -
Embed
API / RSS API / RSS API / RSS
GUI YouTube Mobile Optimized Mobile Optimized iTunes
- Video Channel - - Content - - Content - - Podcasts - .m4v / .mp3
.mp4
Promoted Videos
API / RSS API / RSS
Mobile Optimized Blog Feedburner Email
- Content - - Subscribers -
API / RSS
API / RSS or GUI
Mobile Optimized Brand Facebook
- Content - - Fan Page -
Twitter status updates
to the LinkedIN connections
Facebook Ads
of Brand employees that
integrate the Brand Twitter API / RSS
Account (e.g executives) API / RSS or GUI
Mobile Optimized Brand Twitter Acct.
- Content - - Micromedia -
strategic
#hashtags
xxxxxxxxxx http://bit.ly API Denotes
Tracking / Metrics
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4. Conclusion
It has been well established that the Web and Social Media of 2009 is
in fact the Social Web of 2010. There is no longer a significant
distinction between Search (SEO - Search Engine Optimization & SEM
- Search Engine Marketing), Social Media (SMO - Social Media
Optimization), and Public Relations (ORM - Online Reputation
Management). These previously distinct “channels” are now completely
interwoven, interrelated, and cross-pollinating.
In order to take full advantage of the evolving Web, we must
strategically position ourselves / clients firmly in this new paradigm - or
risk the threats of digital obsolescence and marginalization.
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5. Recommendation
Even with significant „engagement apprehension‟, Social Media
Optimization can be performed for all digital brands with minimal
issues. Social media solutions can be optimized for “push” - originating
from RSS content feeds - even if those feeds have to be manually
constructed (not „automatic‟ via blogging platforms for example).
What we are trying to accomplish is the dissemination of content that:
1. provides for brand/message awareness via “impressions” where
our audiences congregate (extend content/brand reach)
2. embeds properly anchored hyperlinks that backlink to our brands
(increases search engine authority for brands/content), and
3. drives-up the SERP (Search Engine Results Pages) rankings for
the strategic, relevant keywords for our brands (increases click-
throughs to our brands / content and statistically, engagement).
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6. Where the Rubber Meets the Road
SEO, SMO, and ORM as Digital Best Practices and development instances
all reside in a “netherworld” of departmental expertise and oversight. More
accurately, the implementation and optimization of these practices (technical
integrations / off-page factors / troubleshooting) tends to tap into the skill sets
of several more traditional interactive roles. And as these practices are not
“one-offs,” but are situations and projects that require on-going
oversight/monitoring and optimization - an individual that can be dedicated
(even if only part-time) to these endeavors is required for success and ROI.
This individual would probably most aptly be described as a “Digital Strategy
Engineer” as the skillset is more technical / infrastructure in nature as it
relates to the Web: HTTP/HTTPS, IIS/Apache, .htaccess, robots.txt, RSS /
XML / XSL / XSLT / DTD / Schema / Semantic Data, DNS/Domain Tools, IP,
Webmaster Tools, ASP / SaaS integrations, etc. The Digital Strategy Engineer
would then interface with the various content creation constituencies (PR,
MarComm, Digital, Creative, Strategy, Production, etc.) on an on-going and
as-needed basis for these types of endeavors.
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