Let’s get rid of RSS
{ Tags: None \ Sep21 }An attention grabbing headline I know. And of course I don’t mean let’s dismiss the technology behind RSS but last week I attended a discussion event held by New Media Knowledge in Soho’s local Pitcher and Piano, and a few comments got me thinking. The event, named Beers & Innovation 4: RSS Frontiers, was an informal discussion on the future of RSS and what the current conditions are for UK based RSS start ups.
Speakers from three UK RSS based businesses were each evangelising the technology, giving their thoughts on the future of it and, of course, detailing the benefits of their own company’s product. One thing that struck me though, which hasn’t really before was the idea of moving away from using the term ‘RSS’. I’d heard bloggers talk about it in the past but I’d dismissed it straight away. Their thoughts were it would help the less-technical people become less intimidated by the acronym. “Hmmm.” I thought. “Consumers have never had problems with acronyms before. Think DVD, VHS, USB, CD, TV, MP3 to name but a few.”
But the point Ivan Pope of Snipperoo made was that when he’s listening to the radio, he’s not concerned with the name of the frequency that’s bringing him his favourite songs. And come to think about it, neither am I. Do you? When you’re watching your favourite news programme (it should be news if you work in PR 
) are you bothered about the technology that’s bringing it to you? I’m not.
Two things: RSS is a fantastic new technology. But it’s all about integrating it seamlessly so the end user doesn’t have to think about it - it’s just there. Much like your TV and radio channels. Second thing: Start thinking about the content and less about the technology. Content, content, content.
technorati tags: RSS, New+Media+Knowledge, Stephen+Davies,
Stephen is managing director of 3W PR, a UK based online PR consultancy. You can connect with him on Twitter or check out his LinkedIn profile. | Email StephenRelated Posts
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Serge
Actually, I am quite content as it is, thank you very much…
Simon Wakeman
Spot on Stephen.
When WAP first hit the mobile market it flopped - partly due to overpromising advertising (”the mobile internet”) and partly because WAP meant nothing to the average user.
Once WAP receded behind the promise of compelling mobile content in the marketing messages, the service took off.
I can see RSS evolving in much the same way - it’s the customer benefit not the feature that will sell.
Stephen
Serge: Trust you!
Simon: Thanks, that’s a great point. I didn’t know that about WAP.