IT'S surprising how many people still are unaware of RSS (Really Simple Syndication) when you consider how it can help individuals and companies make the most of the internet.
RSS are web feed formats used to publish web content frequently and deliver information directly to the desktop of subscribers for free.
Industry research shows that tens of millions of people use RSS, but almost every day I speak to someone who has never even heard of it.
I don't understand why when it's free and easy to use.
You check your feeds by using aggregator tools such as Pluck or Bloglines or one of the standard web browsing tools such as Internet Explorer and Mozilla Firefox or even Google which all allow access from anywhere, even the mobile phone.
People who are interested in many websites whose content changes a lot, find RSS useful.
For many it's changed the way they use the web altogether by eliminating the hassle of having to constantly check websites to see if there is anything new.
Receiving dozens of email notifications and newsletters can be a pain when you've subscribed to different sites...so many alerts tend to fade into the 'white noise'.
RSS provides the solution. Notifications of changes to multiple websites arrive effortlessly and are presented in an organised structure, distinct from email.
In my business I have to keep on top of the national news agenda and know what's happening in a range of industries that reflects my company's client base.
That's why I subscribe to more than 300 feeds covering everything from The Sunday Times to the blog of a young lady who makes her living temping in City law firms.
Of course I don't have time to read 300 websites daily. But with RSS I can scan the headlines and use 'smart' searches to shortlist items of direct interest to our clients.
In practice it means reading about 15-20 news stories each day, a much more manageable commitment.
To use RSS all you have to do is look for an icon, usually an orange box, at the top or in the margins of a website and then point and click.
You'll be automatically subscribed and will receive updates from that site as they happen.
RSS is a boon to companies too and there is an emerging trend in using this tool as a new marketing channel.
Email marketing is becoming less effective and there is a strong backlash to what many see as 'spam'.
RSS provides a solution because people opt in...they are giving you permission to market to them.
Producing an RSS feed is very simple. Most internet content management software packages include an XML-format file to create feeds, as do blog platforms like Wordpress, LiveJournal and Movable Type.
For custom-made websites, authors can use specialist tools like ContentBuilder.
With RSS you can quickly notify customers and prospects about product innovations, updates to web and database content and any urgent news.
You can use it to enhance many aspects of your business including marketing, PR, monetising online content, CRM, internal and team communications, search engine optimisation (SEO), lead generation and more.
The Isle of Man Government has introduced RSS on its websites to provide news for residents, businesses and visitors.
It also provide a special feed for 'airport news' to keep you up to date on flight information.
The Steam Packet might benefit from introducing something similar to keep its passengers informed.
Amazon.co.uk offers an RSS service so people can keep track of their favourite authors and artists.
News and information about books and other product releases are fed to customer as a free, added-value service that aims to deepen customer relationships and drive sales.
Perhaps Douglas-based The Lexicon book shop could add an RSS to its special offers page.
Forrester Research has been effective at using RSS to monetise content. It has a legion of experts blogging, each using RSS to reach his own audience, to publicise research and site drive traffic and sales inquiries.
They effectively bypass spam filters and can update content by each analyst's research field.
This is a strategy that could be employed by any one of the many trust companies operating in the Isle of Man.
RSS is easy to deploy, free and easy to use. So why aren't more people and organisations in the Isle of Man getting on board?
>>Sherrilynne Starkie is the managing partner of Strive Public Relations, a strategic communications consultancy serving the Isle of Man. Visit her business blog, Strive Notes for frequent updates www.strivepr.com/notes or follow her on twitter.com/sherrilynne