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How to Feed Your Content into the Social Web - Sally Falkow (5:16) Dr. Ralph F. Wilson Web Marketing Today - Sep 8, 2009

In this video interview, marketing and PR expert Sally Falkow explains how RSS feeds, sometimes called news feeds, can channel your media into the social web where it can begin conversations about your products and services. Most blogging and content management software have RSS feeds built-in.

"RSS feeds are like blood vessels taking content around from one place to another," says Falkow. For example, a feed from a blog can go to Facebook and Twitter automatically.

Once you've sent content, monitor that social media site. See who follows you. What are they saying? What interests them? Who clicks on your content? And be sure to join the conversation with a reply. These conversations you've initiated are effective because the #1 influence is word of mouth.

A recent survey has found that a shockling low number of leading sites have RSS feeds. They're wasting potential. Feedburner from Google is a way to aggregate feeds and use their analytics to see what is happening with them.

Sally Falkow is the co-developer of PRESSfeed, a social media and Internet marketing tool that creates RSS feeds for web content syndication. Falkow, Inc. provides branding and web content strategies for clients.

This interview was taped at Search Engine Strategies (SES) in San Jose on August 12, 2009.