RSS, or Really Simple Syndication, is the name of the technology and also the name of just one of the technology providers. An RSS feature on a blog or web site allows you to sign up and automatically get notified whenever there is an update to the site including a new blog or news. Rather than having to go from site to site every day checking to see if new content has been posted, RSS notifies you when it has. RSS automatically feeds you new content, from only the sites you want it from, and only when that content is new.
Try RSS by clicking the RSS button on your favorite blog site or try the Google landing page that aggregates RSS feeds from logs, web pages, airlines, weather, or any changing information of interest to you. As you read each profile, keep in mind that its features and functions may or may not be right for your particular business. Use the Tool Scorecard at the end of the chapter to help you determine which of these tools qualify for further consideration when you begin creating your social media strategy in Part III of the book.
"Atom is an XML-based web content and metadata syndication format" developed to deliver dynamic content to a vast audience without the viewer having to visit each site individually. The user subscribes to a feed and receives consistently updated information. "Atom is designed to be a universal publishing standard for personal content and weblogs."