Mention RSS, and the people who’ve heard of Really Simple Syndication automatically think "blog". That’s unfortunate, because you can use RSS in many more ways to develop a coherent marketing and branding strategy than merely blogging.

Think beyond PR and spin, although you should be alert to harmful mentions of your company ANYWHERE and react immediately, because information, like diamonds, is forever, viz:

… many companies are barely aware of all the content that Internet users are posting and of the more simple fact that, in the online world, the past never dies.

A recent checkup done for a Burson-Marsteller client, for example, found a query that a job hunter had posted in 2001 asking about what it would be like working for the client in question, a Lehigh Valley Fortune 500 concern. Just a few weeks ago, someone answered with a scathing response: "I just left. Run for the hills."

You can offer RSS feeds of: product information, product research, customer testimonials, news – anything that you feel is valuable and worth sharing with your many audiences.