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Opening Doors and Moving on Up

February 3, 2011
· Martin Kelley

Friends Gen­er­al Con­fer­ence has announced that Bar­ry Cross­no will be their new incom­ing Gen­er­al Sec­re­tary. Old time blog­gers will remem­ber him as the blog­ger behind The Quak­er Dhar­ma. FGC’s just pub­lished an inter­view with him and one of the ques­tions is about his blog­ging past. Here’s part of the answer:

Blog­ging among Friends is very impor­tant.  There are not a lot of Quak­ers.  We’re spread out across the world.  Blog­ging opens up dia­logues that just would­n’t hap­pen oth­er­wise.  While I laid down my blog, “The Quak­er Dhar­ma,” a few years ago, and my think­ing on some issues has evolved since then, I’m clear that blog­ging is what allowed me to give voice to my call.  It helped open some of the doors that led me to work for Pen­dle Hill and, now by exten­sion, FGC.  A lot of cut­ting edge Quak­er thought is being shared through blogs.

I thought it might be use­ful to fill in a lit­tle bit of this sto­ry. If you go read­ing through the back com­ments on Bar­ry’s blog you’ll see it’s a time machine into the ear­ly Quak­er blog­ging com­mu­ni­ty. I first post­ed about his blog in Feb­ru­ary of 2005 with Quak­er Dhar­ma: Let the Light Shine and I high­light­ed him reg­u­lar­ly (March, April, June) until the proto-QuakerQuaker “Blog Watch” start­ed run­ning. There I fea­tured him twice that June and twice more in August, the most active peri­od of his blogging.

It’s nos­tal­gic to look through the com­menters: Joe G., Peter­son Toscano, Mitchell San­tine Gould, Dave Carl, Bar­bara Q, Robin M, Brandice (Quak­er Mon­key), Eric Muhr, Nan­cy A… There were some good dis­cus­sions. Bar­ry’s most exu­ber­ant post was Let’s Begin, and LizOpp and I espe­cial­ly labored with him to ground what was a very clear and obvi­ous lead­ing by hook­ing up with oth­er Friends local­ly and nation­al­ly who were inter­est­ed in these efforts. I offered my help in hook­ing him up with FGC  and he wrote back “If you know peo­ple at oth­er Quak­er orga­ni­za­tions that you wish me to speak to and coor­di­nate with or pos­si­bly work for, I will.”

And that’s what I did. My super­vi­sor, FGC Devel­op­ment head Michael Waj­da, was plan­ning a trip to Texas and I start­ed talk­ing up Bar­ry Cross­no. I had a hunch they’d like each oth­er. I told Michael that Bar­ry had a lot of expe­ri­ence and a very clear lead­ing but need­ed to spend some time grow­ing as a Quak­er – an incu­ba­tion peri­od, if you will, among ground­ed Friends. In the first part of the FGC inter­view he mov­ing­ly talks about the ground­ing his time at Pen­dle Hill has giv­en him.

In Octo­ber 2006 he announced he was clos­ing a blog that had become large­ly dor­mant. It’s worth quot­ing that first for­mal goodbye:

I want to thank those of you who chose to active­ly par­tic­i­pate. I learned a lot through our exchanges and I think there were many peo­ple who ben­e­fit­ed from many of the posts you left. On a pure­ly per­son­al note, I learned that it’s good to tem­per my need to GO DO NOW. Some of you real­ly helped men­tor me con­cern­ing effec­tive­ly lis­ten­ing to guid­ance and help­ing me under­stand that act­ing local­ly may be bet­ter than try­ing to take on the whole world at once.

I also want to share that I met some peo­ple and made con­tacts through this process that have opened tremen­dous doors for me and my abil­i­ty to put myself in ser­vice to oth­ers. For this I am deeply grate­ful. I feel sure that some of these ties will live on past the clos­ing of the Quak­er Dharma.

Those of you famil­iar with pieces like The Lost Quak­er Gen­er­a­tion and Pass­ing the Faith, Plan­et of the Quak­ers Style know I’ve long been wor­ried that we’ve not doing a good job iden­ti­fy­ing, sup­port­ing and retain­ing vision­ary new Friends. Around 2004 I stopped com­plain­ing (most­ly) and just start­ed look­ing for oth­ers who also held this con­cern. The online orga­niz­ing has spilled over into real world con­fer­ences and work­shops and is much big­ger than one web­site or small group. Now we see “grad­u­ates” of this net­work start­ing to take on real-world responsibilities.

Bar­ry’s a bright guy with a strong lead­ing and a healthy ambi­tion. He would have cer­tain­ly made some­thing of him­self with­out the blogs and the “doors” opened up by myself and oth­ers. But it would have cer­tain­ly tak­en him longer to crack the Philadel­phia scene and I think it very like­ly that FGC would have announced a dif­fer­ent Gen­er­al Sec­re­tary this week if it weren’t for the blogs.

Quak­erQuak­er almost cer­tain­ly has more future Gen­er­al Sec­re­taries in its mem­ber­ship rolls. But it would be a shame to focus on that or to imply that the pin­na­cle of a Quak­er lead­ing is mov­ing to Philadel­phia. Many parts of the Quak­er world are already too enthralled by it’s staff lists. What we need is to extend a cul­ture of every­day Friends ready to bold­ly exclaim the Good News – to love God and their neigh­bor and to leap with joy by the pres­ence of the Inward Christ. Friends’ cul­ture should­n’t focus on staffing, flashy pro­grams or fundrais­ing hype.  At the end of the day, spir­i­tu­al out­reach is a one-on-one activ­i­ty. It’s peo­ple spend­ing the time to find one anoth­er, share their spir­i­tu­al jour­ney and share oppor­tu­ni­ties to grow in their faith.

Quak­erQuak­er has evolved a lot since 2005. It now has a team of edi­tors, dis­cus­sion boards, Face­book and Twit­ter streams, and the site itself reach­es over 100,000 read­ers a year. But it’s still about find­ing each oth­er and encour­ag­ing each oth­er. I think we’ve proven that these over­lap­ping, dis­trib­uted, largely-unfunded online ini­tia­tives can play a crit­i­cal out­reach role for the Soci­ety of Friends. What would it look like for the “old style” Quak­er orga­ni­za­tions to start sup­port­ing inde­pen­dent Quak­er social media? And how could our net­works rein­vig­o­rate cash-strapped Quak­er orga­ni­za­tions with fresh faces and new mod­els of com­mu­ni­ca­tion? Those are ques­tions for anoth­er post.

Convergent Friends, a long definition

July 25, 2007
· Martin Kelley

Robin M posts this week about two Con­ver­gent Events hap­pen­ing in Cal­i­for­nia in the next month or two. And she also tries out a sim­pli­fied def­i­n­i­tion of Con­ver­gent Friends:

peo­ple who are engaged in the renew­al move­ment with­in the Reli­gious Soci­ety of Friends, across all the branch­es of Friends.

It sounds good but what does it mean? Specif­i­cal­ly: who isn’t for renew­al, at least on a the­o­ret­i­cal lev­el? There are lots of faith­ful, smart and lov­ing Friends out there advo­cat­ing renew­al who don’t fit my def­i­n­i­tion of Con­ver­gent (which is fine, I don’t think the whole RSoF should be Con­ver­gent, it’s a move­ment in the riv­er, not a dam).

When Robin coined the term at the start of 2006 it seemed to refer to gen­er­al trends in the Reli­gious Soci­ety of Friends and the larg­er Chris­t­ian world, but it was also refer­ring to a spe­cif­ic (online) com­mu­ni­ty that had had a year or two of con­ver­sa­tion to shape itself and mod­el trust and account­abil­i­ty. Most impor­tant­ly we each were going out of our way to engage with Friends from oth­er Quak­er tra­di­tions and were each called on our own cul­tur­al assumptions.
The coined term implied an expe­ri­ence of sort. “Con­ver­gent” explic­it­ly ref­er­ences Con­ser­v­a­tive Friends (“Con-”) and the Emer­gent Church move­ment (“-ver­gent”). It seems to me like one needs to look at those two phe­nom­e­non and their rela­tion to one’s own under­stand­ing and expe­ri­ence of Quak­er life and com­mu­ni­ty before real­ly under­stand­ing what all the fuss has been about. That’s hap­pen­ing lots of places and it is not sim­ply a blog phenomenon.

Nowa­days I’m notic­ing a lot of Friends declar­ing them­selves Con­ver­gent after read­ing a blog post or two or attend­ing a work­shop. It’s becom­ing the term du jour for Friends who want to dif­fer­en­ti­ate them­selves from business-as-usual, Quakerism-as-usual. This fits Robin’s sim­pli­fied def­i­n­i­tion. But if that’s all it is and it becomes all-inclusive for inclu­siv­i­ty’s sake, then “Con­ver­gent” will drift away away from the roots of the con­ver­sa­tion that spawned it and turn into anoth­er buzz­word for “lib­er­al Quak­er.” This is start­ing to happen.

The term “Con­ver­gent Friends” is being picked up by Friends out­side the dozen or two blogs that spawned it and mov­ing into the wild – that’s great, but also means it’s def­i­n­i­tion is becom­ing a mov­ing tar­get. Peo­ple are grab­bing onto it to sum up their dreams, visions and frus­tra­tions but we’re almost cer­tain­ly not mean­ing the same thing by it. “Con­ver­gent Friends” implies that we’ve all arrived some­where togeth­er. I’ve often won­dered whether we should­n’t be talk­ing about “Con­verg­ing Friends,” a term that implies a par­al­lel set of move­ments and puts the rather impor­tant ele­phant square on the table: con­verg­ing toward what? What we mean by con­ver­gence depends on our start­ing point. My attempt at a label was the rather clunky conservative-leaning lib­er­al Friend, which is prob­a­bly what most of us in the lib­er­al Quak­er tra­di­tion are mean­ing by “Con­ver­gent.”

I start­ed map­ping out a lib­er­al plan for Con­ver­gent Friends a cou­ple of years before the term was coined and it still sum­ma­rizes many of my hopes and con­cerns. The only thing I might add now is a para­graph about how we’ll have to work both inside and out­side of nor­mal Quak­er chan­nels to effect this change (Johan Mau­r­er recent­ly wrote an inter­est­ing post that includ­ed the won­der­ful descrip­tion of “the love­ly sub­ver­sives who ignore struc­tures and com­mu­ni­cate on a pure­ly per­son­al basis between the camps via blogs, vis­i­ta­tion, and oth­er means” and com­pared us to SCUBA divers (“ScubaQuake​.org” anyone?).

Robin’s inclu­sive def­i­n­i­tion of “renew­al” def­i­nite­ly speaks to some­thing. Infor­mal renew­al net­works are spring­ing up all over North Amer­i­ca. Many branch­es of Friends are involved. There are themes I’m see­ing in lots of these places: a strong youth or next-generation focus; a reliance on the inter­net; a curios­i­ty about “oth­er” Friends tra­di­tions; a desire to get back to roots in the sim­ple min­istry of Jesus. What­ev­er label or labels this new revival might take on is less impor­tant than the Spir­it behind it.

But is every hope for renew­al “Con­ver­gent”? I don’t think so. At the end of the day the path for us is nar­row and is giv­en, not cho­sen. At the end of day — and begin­ning and mid­dle — the work is to fol­low the Holy Spir­it’s guid­ance in “real time.” Def­i­n­i­tions and care­ful­ly select­ed words slough away as mere notions. The newest mes­sage is just the old­est mes­sage repack­aged. Let’s not get too caught up in our own hip verbage, lec­ture invi­ta­tions and glo­ri­ous atten­tion that we for­get that there there is one, even Christ Jesus who can speak to our con­di­tion, that He Him­self has come to teach, and that our mes­sage is to share the good news he’s giv­en us. The Tempter is ready to dis­tract us, to puff us up so we think we are the mes­sage, that we own the mes­sage, or that the mes­sage depends on our flow­ery words deliv­ered from podi­ums. We must stay on guard, hum­bled, low and pray­ing to be kept from the temp­ta­tions that sur­round even the most well-meaning renew­al attempts. It is our faith­ful­ness to the free gospel min­istry that will ulti­mate­ly deter­mine the fate of our work.

Working with Pipes #2: A DIY personalized community with Del​.icio​.us, Flickr and Google Blog Search

March 17, 2007
· Martin Kelley

It’s
not nec­es­sary to devel­op your own Web 2.0 soft­ware infra­struc­ture to
cre­ate an inde­pen­dent Web 2.0‑powered com­mu­ni­ty online. It’s far
sim­pler to set a stan­dard for your com­mu­ni­ty to use on exisiting
net­works and then to use Yahoo Pipes to pull it together.

I decid­ed on about a dozen cat­e­gories to use with my DIY blog aggre­ga­tor (Quak­erQuak­er).
I only want to pull in posts that are being gen­er­at­ed for my site by
com­mu­ni­ty mem­bers so we use a com­mu­ni­ty iden­ti­fi­er, a unique prefix
that isn’t like­ly to be used by others. 

This post will show you how to pull in tagged feeds from three sources: the Del​.icio​.us social book­mark­ing sys­tem, the Flickr pho­to shar­ing site and Google Blog Search.

Step 1: Pick a community designator

I’ve been using the com­mu­ni­ty name fol­lowed by a dot. The prefix
goes in front of cat­e­go­ry descrip­tion to make a set of unique tags for
the aggre­ga­tor. When some­one wants to add some­thing for the site they
tag it with this “community.category” tag. In my exam­ple, when someone
wants to list a new Quak­er blog they use “quak​er​.blog”, “quak­er” being
the com­mu­ni­ty name, “blog” being the cat­e­go­ry name for the “New Blogs”
page.

Step 2: Collect the community prefix and category name in Pipes


You begin by going into Pipes and pulling over two text inputs: one for
the com­mu­ni­ty pre­fix, the oth­er for the spe­cif­ic category.

Step 3: Construct these into tags

blank
Now use the “String Con­cate­na­tion” mod­ule to turn this into the
“community.category” mod­el. The com­mu­ni­ty input goes into the top slot,
a dot is the sec­ond slot and the cat­e­go­ry input goes into the last slot.

blank Now, when you have a tag in Flickr with a dot in it, Flickr auto­mat­i­cal­ly removes it in the resul­tant RSS feed.
So with Flickr you want your tag to be “com­mu­ni­ty­cat­e­go­ry” with­out a
dot. Sim­ple enough: just pull anoth­er “String Con­cate­na­tion” module
onto your Pipes work space. It should look the same except that it
won’t have the mid­dle slot with the dot.

Step 4: Turn these tags into RSS URLs

blank
Pull three “URL­Builder” mod­ules into Pipes, one for each of the
ser­vices we’re going to query. For the Base, use the non-tag specific
part of the URL that each ser­vice uses for its RSS feeds. Here they are:

Del​.icio​.us http://​del​.icio​.us/​r​s​s​/​tag
Flickr http://​api​.flickr​.com/​s​e​r​v​i​c​e​s​/​f​e​eds
Google Blog Search http://​blogsearch​.google​.com

Under path ele­ments, put the cor­rect tag: for Del​.icio​.us and Google it should be the community.category tag, for Flickr the dot-less com­mu­ni­ty­cat­e­go­ry tag.

Step 5: Fetch and Dedupe

blank Fetch is the Pipes mod­ule that pulls in URLs and out­puts RSS feeds. It can also com­bine them. Send each URLBuilder out­put into the same Fetch routine.

Since it’s pos­si­ble that you’ll might have dupli­cate posts, use the “Unique” mod­ule to dedu­pli­cate entries by URL.
Through a lit­tle tri­al and error I’ve deter­mined that in cas­es of
dupli­cates, feeds low­er in the Fetch list trump those high­er. In the
actu­al Pipe pow­er­ing my aggre­ga­tor I pull a sec­ond Del​.icio​.us feed: my
own. I have that as the last entry in the Fetch list so that I can
per­son­al­ly over­ride every oth­er input.

Step 6: Sort by Date

blank
With exper­i­men­ta­tion it seems like Pipes orders the out­put entries by
descend­ing date, which is prob­a­bly what you want. But I want to show
how Pipes can work with “dc” data, the “Dublin Core” mod­el that allows
you to extend stan­dard RSS feeds (see yes­ter­day’s post for more on this).

Google Blog Search and Del​.icio​.us feeds use the “dc:date” field to
record the time when the post was made. Flickr uses “dc:date.Taken” to
pass on the pho­tograph’s meta­da­ta about when it was tak­en. Pipes’
“Rename” mod­ule lets you copy both fields into one you cre­ate (I’ve
sim­ply used “date”), which you can then run through its “Sort” module.
Again, it’s a moot point since Pipes seems to do this automatically.
But it’s good to know how to manip­u­late and rename “dc” data if only
because many PHP parsers have trou­ble lay­ing it out on a webpage.

Update: it’s all moot: accord­ing to a ZDNet blog, “Pipes now auto­mat­i­cal­ly appends a pub­Date tag to any RSS feed that has any of the oth­er allow­able date tags.” This is nice: no need to hack the date every time you want to make a Pipe!

Step 7: Output

blank The final step for any Pipe is the “Pipe Out­put” module.

In action

You can see this pub­lished Pipe here, and copy and play with it your­self. The result lets you build an RSS feed based on the two inputs. 

SEO Myths II: Content Content Content, the Secret to SEO

February 27, 2007
· Martin Kelley

When­ev­er
I talk with fel­low web design­ers, the issue of “SEO” invari­ably comes
up. That’s techie slang for “search engine opti­miza­tion,” of course,
that black sci­ence of mak­ing sure Google lists your site high­er than
your com­peti­tors. Over the years a small army of shady char­ac­ters have
tried to game the search engine results.

I’ve always thought such tricks were pathet­ic and bound to lose over
the long term. Search engines want to fea­ture good sites. It’s in their
best inter­est to make sure the sites list­ed are the ones peo­ple want to
see. A search engine that returns unsat­is­fac­to­ry results quickly
becomes a has-been in the search engine com­pe­ti­tion. So as soon as a
site such as Google notices some new SEO trick is skew­ing the rank­ings they tweak their secret search algo­rithm to fix the SEO loop­hole.

Just Give Google the Content It Loves

In the­o­ry it’s easy to make Google, Yahoo, MSN and
the oth­er big search engines hap­py: give poten­tial vis­i­tors site
they’ll want to vis­it. For­get the tricks and spend your time putting
togeth­er an amaz­ing site. Search engines like text, so write, write,
write. 

I’m look­ing to join a web design house, which means I’ve been
inter­view­ing with slick web devel­op­ers late­ly and when­ev­er they ask me
the best way to increase SEO for their
clients, I tell them to start a blog. They look at me like I’m an idiot
but it’s absolute­ly true: two blog posts a week will end up being over
100 pages of pure con­tent. All of these sites full of Flash animation
get you nowhere with Google.

Just a note that any kind of text-rich web sys­tem can achieve many
of the same results – blogs are just the eas­i­est way yet to get content
on your site.

Presenting What You Already Have: Blog your Water Cooler Chat

When I talk to peo­ple about start­ing a cor­po­rate blog they quickly
start telling me how much work it will be. Bah and Hum­bug – your
com­pa­ny’s life is prob­a­bly already filled with blog­gable material! 

I used to work in a book­store where I did most of the customer
ser­vice, much of it by email. About two or three times a week I’d get a
par­tic­u­lar­ly intrigu­ing query and would spend a lit­tle time researching
an answer (most­ly by look­ing through the index­es of our books and
search­ing the arcane sites of our niche). This research did­n’t always
pan out to a book sale, but it marked our book­store as a place to get
answers and gave us a com­pet­i­tive advan­tage over Ama­zon and its ilk.
Each of my email answers could have eas­i­ly been refor­mat­ted to become a
blog post. By the end of a year, I’m sure the vol­ume com­ing from these
obscure search­es would be quite high (see yes­ter­day’s Long Tail Strategy
post on the Hit­Tail blog for an account of how atten­tion to search
engine’s one-hit-wonders helped achieve a wide­spread key­word dominance).

When­ev­er some­thing new hap­pens that breaks you out of your routine,
think about whether it’s blog­gable. At the book­store, a new book would
come in and we’d spend ten min­utes talk­ing about it. That conversation
reached half-a-dozen peo­ple at most. In that same ten min­utes we could
have writ­ten up a blog post say­ing much the same thing.

Last Spring a con­tro­ver­sial arti­cle appeared in the local newspaper
that tan­gen­tial­ly involved my employ­er. That morn­ing my workmates
gath­ered togeth­er in the recep­tion area for the bet­ter part of an hour
trad­ing opin­ions and wise­cracks. After about five min­utes of this, I
slipped back to my office and wrote my opin­ions and wise­cracks down
into my blog. I hit post and came back to the recep­tion area – to find my
work­mates still blath­er­ing on, natch. My post reached hun­dreds and took
no more time out of the work day than the recep­tion pontifications.

Humans are social ani­mals. We’re always blog­ging. It’s just that
most of the time we’re doing it ver­bal­ly around the water cool­er with
three oth­er peo­ple. Learn to type it in and you’ve got your­self a
high-volume blog that will add invalu­able con­tent and SEO mag­ic to your site.

Mix up your content: Tag Your Site

Last­ly, a point to web­mas­ters: it usu­al­ly pays to think about ways
to re-package your con­tent. My most recent­ly expe­ri­ence of this was
tag­i­fy­ing my per­son­al blog over at “Quak​er​Ran​ter​.org.” Every time I
post there a Mov­able Type plu­g­in fish­es out the key words in the
arti­cle and lists them after­wards as tags. These tags are all linked in
such a way that results send the term through the site’s search engine
to give back an on-the-fly index page of all the posts where I’ve used
that term.

Tags are like cat­e­gories except they pick up every­thing we talk
about (when we use them aggres­sive­ly at least, and espe­cial­ly when we
auto­mate them). We don’t nec­es­sar­i­ly know the cat­e­gories that our
poten­tial audi­ence might be search­ing for and tag­i­fy­ing our sites
increas­es our key­word out­reach expo­nen­tial­ly. My per­son­al blog has 239
entries but 3,860 pages accord­ing to Google.
It’s the parsed out and re-packaged con­tent that accounts for all of
this extra vol­ume. This does­n’t increase traf­fic by that near­ly that
much, but last month about 30% of my Google vis­its came from these tag
index­es. More on the mechan­ics of this on my post about the tag­ging.

Creating an RSS feed from scratch

February 26, 2007
· Martin Kelley

RSS feeds
are the lin­gua fran­ca of the mod­ern inter­net, the glue that binds
togeth­er the hun­dreds of ser­vices that make up “Web 2.0.” The term
stands for “Real­ly Sim­ple Syn­di­ca­tion” and can be thought of as a
machine-code table of con­tents to a web­site. An RSS feed
for a blog will typ­i­cal­ly list the last dozen-or-so arti­cles, with the
title, date, sum­ma­ry and con­tent all laid out in spe­cial fields. Once
you have a web­site’s RSS feed you can syn­di­cate, or re-publish, its con­tents by email, RSS read­er
or as a side­bar on anoth­er web­site. This post will show you a
ridicu­lous­ly easy way to “roll your own” RSS feed with­out hav­ing to
wor­ry about your web­site’s con­tent platform.

Just about every native Web 2.0 appli­ca­tions comes built-in with mul­ti­ple RSS feeds.
But in the real world, web­sites are built using an almost-infinite
num­ber of con­tent man­age­ment sys­tems and web devel­op­ment software
pro­grams. Some­times a sin­gle web­site will use dif­fer­ent pro­grams for
putting its con­tents online and some­times a sin­gle orga­ni­za­tion spreads
its func­tions over mul­ti­ple domains.

Step 1: Make it Del​.icio​.us

To begin, sign up with Del​.icio​.us,
the pop­u­lar “social book­mark­ing” web ser­vice (sim­i­lar ser­vices can be
eas­i­ly adapt­ed to work). Then add a “post to Del​.icio​.us” but­ton to
your browser’s tool­bar fol­low­ing the instruc­tions here.
Now when­ev­er you put new con­tent up on your site, go that new page,
click on your “post to Del​.icio​.us” but­ton and fill out a good title
and descrip­tion. Choose a tag to use. A tag is sim­ply a cat­e­go­ry and
you can make it what­ev­er you want but “mysites” or your busi­ness name
will be the eas­i­est to remem­ber. Hit save and you’ve start­ed an RSS feed.

How? Well, Del​.icio​.us turns each tag into a RSS feed.
You can see it in all its machine code glo­ry at
del​.icio​.us/​r​s​s​/​u​s​e​r​n​a​m​e​/​m​y​s​i​tes (replac­ing “user­name” with your
user­name and “mysites” with what­ev­er tag you chose).

Now you could just adver­tise that Del​.icio​.us RSS feed
to your audi­ence but there are a few prob­lems doing this. One is that
Del​.icio​.us accounts are usu­al­ly per­son­al. If your web­mas­ter leaves,
then your pub­lished RSS feed will need to
change. Not a good sce­nario, espe­cial­ly since you won’t even be able to
tell who’s still using that old feed. Before you adver­tise your feed
you should “future proof” it by run­ning it through Feedburner.

Cloak that Feed

Go to Feed​burn​er​.com. Right there on the home­page they invite you to type in a URL.
Enter your Del​.icio​.us feed’s address and sign up for a Feedburner
account. In the field next to feed address give it some sen­si­ble name
relat­ing to your com­pa­ny or site, let’s say “mycompa­ny” for our
exam­ple. You’ll now have a new RSS feed at
feeds​.feed​burn​er​.com/​m​y​c​o​m​p​any. Now you’re in busi­ness: this is the
feed you adver­tise to the world. If you ever need to change the source RSS feed you can do that from with­in Feed­burn­er and no one need know.

The default title of your Feed­burn­er feed will still show it’s
Del​.icio​.us roots (and the web­mas­ter’s user­name). To clear that out, go
into Feed­burn­er’s “Opti­mize” tab and turn on the “Title/Description
Burn­er,” fill­ing it out with a title and descrip­tion that better
match­es your feed’s pur­pose. For an exam­ple of all this in action, the
Del​.icio​.us feed that pow­ers my tech link blog and its Feed­burn­er “cloak” can be found here:

Get that Feed out there

Under Feed­burn­er’s “Pub­li­cize” tag there are lots of neat features
to repub­lish your feed your­self. First off is the “Chick­let chooser”
which will give you that ubiq­ui­tous RSS feed
icon to let vis­i­tors know you’ve entered the 21st Cen­tu­ry. Their “Buzz
Boost” fea­ture lets you cre­ate a snip­pet of code for your home­page that
will list the lat­est addi­tions. “Email sub­scrip­tions” lets your
audi­ence sign up for auto­mat­ic emails when­ev­er you add some­thing to
your site.

Final Thoughts

RSS feeds are great ways of communicating
excit­ing news to your audi­ences. If you’re lucky, impor­tant blog­gers in
your audi­ence will sub­scribe to your feed and spread your news to their
net­works. Cre­at­ing a feed through a book­mark­ing ser­vice allows you to
add any page on any site regard­less of its under­ly­ing structure.