I recently spoke with Avenue A/Razorfish about their use of social media to aid team collaboration and knowledge management across continents. Called Peers, the new test system allows employees to create profiles and then link to each other for collaboration purposes. The knowledge sharing comes in the form of blogs – each person uploads actual client deliverables, and project updates.
I think that the inner nature of RSS is that it is like email except:
Pull not Push
Anonymous Broadcast not Targeted Narrowcast
Maintains History (most recent facets of a permanent store)
...Enterprise RSS is better suited for feeds that are of interest to groups not individuals. Where the ease of subscription reduces the overhead associated with people who want to be cc'ed on everything. And where the history implicit within an RSS feed becomes a tool to bring newcomers up to speed.
Instead of a Lead Generation feed targeted at an individual, how about a Sales Status feed for the team. Have sales discuss what is and isn't working at accounts. And have marketing monitor, correct, and reinforce marketing messages.
...many advertisers are probably asking themselves the ultimate question: to blog or not to blog? In a media world where consumers can converse openly online and profanely about any product or service, should major companies risk becoming a part of the conversation? Some, including Microsoft and General Motors, already have. The prospect can be scary, but it's also the ultimate acknowledgement that the messages once so controlled by marketers and media no longer are. "The control is shifting whether we want it to or not," says Copilevitz.
In addition, really simple syndication (RSS) is starting to move mainstream as a tool that empowers consumers to TiVo the Web and assimilate all the content they care about onto a single Web page. In a recent report, Mary Meeker of Morgan Stanley noted that Yahoo!'s recent adoption of RSS content on its My Yahoo! customized page will drive blog readership and usage. In a nutshell, RSS has lowered the barrier to entry, making it even easier for the small fries to compete with the big fish.
So now anyone can control, create, market, distribute, find, and interact with anything they want. The barrier to entry to media is demolished. Media, always a one-way pipe, now becomes an open pool. And, most important, the centralization of media -- the marketplace, the network, the monopoly -- is replaced by a decentralized universe. This changes everything. It changes the relationships. It changes the economics. It changes the power.
Still, traditional media have tremendous brand power. They need to move quickly to wrap that power around their 'readers'' choices...