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Please DO Feed the Sites: Creating Outgoing Feeds December 3, 2006

 Please DO Feed the Sites: Creating Outgoing Feeds [13:18m]: | Download (4855)

Are you tired of all the geek bullies kicking virtual sand in your face, flexing their apps, and getting all the URLs? Have you ever looked at your site on the monitor and wished that you too could bulk up like the big geeks? Well, now you can.

Presenting Outgoing RSS Feeds:

• They're quick.
• They're easy.
• They keep working even while you sleep.
• No special diet.
• No exercise.

Whatever your coding preference, we've got the plan for you. Whether you'd rather pop it right out of the bottle or create beautifully hand-crafted feeds we've got you covered. Order now, supplies are limited (only by your imagination.)

Sorry, folks, I just couldn't resist that.

Let's jump right into creating feeds for your site, but keep in mind that we aren't going to get into the actual coding of a hand-created feed until part five of this series. (This is part three in case you lost track.)

Converting HTML to RSS

Basically, the fastest way to begin putting an RSS feed out from a standard website is to convert already existing HTML pages to RSS XML. This works especially well if you're already separating content like event announcements and program highlights into separate files and using SSIs to plug them into your page templates. However, some of the available tools will parse sections out of larger pages.

A good, free tool for this is the RSSxl Generator from WotZWot. This is a (seemingly permanent) beta application, so you might have to double-check the resulting XML. However, it does let you specify strings in your document that identify where the feed content starts and where individual RSS items and item descriptions are located.

XML:Wrench is another free tool. It's a fairly decent (if simple) XML editor that will convert HTML to XML. Even if you limit the source HTML document to nothing but the basic feed content, you'll still have to go through the code itself in the editor and do some cleanup.

The RSS Wizard is a fairly cheap solution from Extralabs Software that generates "the RSS feed out of virtually any web page without having to edit it first." That's the claim anyway. I say you're better off checking code out for yourself, but, then, I'm known to be somewhat anal about these things.

Fill-In-the-Blanks RSS Creation

A fill-in-the-blanks form solution for the quick creation of RSS feeds is a distinct possibility to get you started. This is a good interim option until you have something better in place. This type of tool is available as a stand-alone desktop application or through web applications on other sites.

FeedForAll has one of the best known tools for the dynamic creation of RSS feeds, and the software, although powerful, is very cheap. Another paid option is PRESSfeed which actively promotes the use of RSS feeds for press releases and other forms of marketing and includes social bookmarking aspects and a number of other services.
Go there for Sally Falkow’s blog on How to use RSS feeds in enterprise marketing and promotions if for no other reason.

The main fill-in-the-blanks solution I want to draw your attention to is a special resource created by the web team at ONIX specifically for the creation of station feeds. It seems that the folks at Newshour would like to see more stations syndicating their news content so that more local news can be picked up by the national Newshour site–especially local election coverage. Pretty smart of them, huh? The thing to remember about this web application from Newshour is that it will work for the creation of any RSS feed irregardless of its "newsworthiness." You simply enter the content directly into form fields, and it does the rest.

There are a couple quick caveats worth noting with this service. First of all, there's a separate form to use if your feed will include podcasts. Podcasts require their own special code enclosures to be part of the feed, and, even though nearly any type of content can be syndicated by RSS, they've limited the content type to MP3s for this tool. Also, there's currently a bug that leaves empty image enclosures if you don't happen to include an image in your feed. This will probably be fixed at some point very soon.

Database-Driven Dynamic Feeds

The problem with all these non-database-driven methods is that the content is not truly dynamic. You'll have to add to, delete, or replace content in the feed file yourself item by item in order to keep it up to date. If it's also being used as site-based content like program highlights or events, then you'll end up having to create the content twice, once in HTML for your site and once in XML for your feed. You lose the power of a database to parse the same content into multiple formats and put it where it belongs on its own.

The best method for feed generation is the adaptation of an open-source CMS tool like Drupal or Joomla to do the job for you. RSS feed syndication is built in. This will allow for the running of the site along with simultaneous feed management. Some have even had success with adapting blogging tools like Movable Type and WordPress for use as a CMS.

Ang Zhuu Ming over at blogHelper has written a pretty comprehensive guide to the ins and outs of using WordPress as a CMS if you're thinking along those lines. Also, Ross Johnson over at 3.7 Designs has recommended five plugins that will help to turn WordPress into a CMS. [Just a sidenote while you’re there, check out Ross’s feed promotion at the top of his blog. Now that’s a clear call to action.]

A good station example of using Movable Type as a station CMS can be seen at WTIU's website, though I'm surprised to see that they still aren't making use of the inherent RSS capabilities. You might want to check out my previous article, Movable Type: An Interview with Angela Jordan of WTIU, for more information about how to get that set up.

Leveraging Your Feed

It's all well and good that we're offering our station website content for syndication, but don't miss the opportunity to push your membership/support reminders. As far as I'm concerned, the station membership page should never be more than one click away from anything related to a station's website–including the RSS feed. By subscribing to your feed, users are showing that they appreciate your efforts to keep them informed of site updates and station news. There's absolutely nothing wrong with politely reminding them that this too takes time and money and is publicly supported.

Another thing to keep in mind is good titling and content. Make sure that you pick some kind of title (preferably a catchy one) for each item in your feed. That can get tricky sometimes, but it's worth it to the end user who's feed reader is limited to just titles. Catchy content description is worth some effort here too since the idea is to engage the user quickly and make them want to see more.

Playing Nice With RSS

Before I go any further in this, let me clarify something right quick. Although RSS tends to be pretty "stretchable" and certain de facto standards and practices have successfully crept into common usage, the actual specification doesn't allow for much of what is being done with it. That is changing though.

The usage of HTML within an RSS feed must be limited to what is absolutely necessary. That does not include any kind of formatting. Even the kind of CDATA embedded hyperlink that I'll be getting to in Part 5 as we "hand-code" an actual feed is only necessary until some kind of source-type sub-element of the description element is added to the specification. [NOTE: I am aware that entity-encoded HTML is allowable in the description, but I'm trying to keep this as simple as possible here.]

Nothing but plain-text is allowable in the title. It cannot include a hyperlink because it is, in and of itself, a hyperlink back to the source page. Also, keep in mind that RSS feeds are designed to be read outside of your site, so relative URLs may not work; every link should be a complete, direct URL address.

One other thing here is the question of how to handle multiple feeds such as station news, program highlights, and community events. The very simple answer is to create multiple feed files. Each can have a separate name with either an RSS or XML extension (though I recommend the latter.) You can place them all in your root directory, in a "feed" subdirectory (and this is my recommendation,) or in a subdirectory related to the content. Choose names with some semantic meaning to make them somewhat human-readable.

Putting the Feed Out

Strangely enough, this is the point in the discussion where I will probably begin breaking some new ground for even seasoned RSS users. I say that because there are quite a few stations (and even PBS itself) that are clearly getting the necessity of creating RSS feeds and have, in some form or another, done all the steps I've listed up to this point and then just stopped there as if they were done. There's more to it then just putting an RSS link icon or text in the body of your pages to notify users that you have RSS feeds. They're failing to make use of RSS auto-discovery, and they don't actively promote their feeds.

RSS Auto-Discovery

RSS auto-discovery is not a new feature of RSS. (In fact, it's not even limited to RSS.) Yet it's a very widely ignored resource. This is one of the more powerful aspects of RSS that's helping to bring it into the mainstream. Not only are many feed aggregators, news readers, and search engines actively hunting this for content, but it's what makes the feed icon in Firefox and IE7 and other browsers that support it pop into life and draw users into subscribing right through their browser.

Trust me when I say, "You definitely want this on your site."

Once you have your RSS file created, you then place an auto-discovery LINK tag for each of your feeds in the head section of your site pages. It looks like the code below, only edited for the correct path and title of your content:

<link rel="alternate" type="application/rss+xml" title="A Title of Your Choice" href="http://www.station.org/url/to/rss/file">

RSS Promotion

Placing a visible link to your RSS feeds on your pages will get you subscribers–and it is vitally important that you have this displayed prominently–but feed syndication doesn't end there any more than television syndication ends in the producer's office. You gotta get the word out. You have to notify the various feed directories like syndic8 that you have a feed. You need to promote the use of your feed not only as a convenience but as content for other sites.

One of the more interesting aspects of RSS syndication is that your content can be included in other sites complete with your links back to your site. This is good to encourage among school and community event sites in your viewing area (and almost any other site that you can talk into doing this) as it spreads not only your station's brand, identity, content, and events to a wider audience, it also spreads your membership/support reminders.

Another good free tool to help in the management, promotion, and monetization of your feed is FeedBurner. This will give you numerous tools to monitor and accessorize your feed.

Some Final Words

If it seems to you that I've been harping on the station membership/support aspects of this, then maybe you're actually getting the point I'm trying to make here. Web content syndication should be an important part of not only your station's web presence, but its online membership recruitment and marketing. Nonprofit does not mean that you should ignore potential revenue sources. If anything, it means that you should jump at all of them–especially the ones that have been made so incredibly easy for you.

Let me run through it again here because it's so vitally important:

• Syndicate your content with RSS web feeds.
• Leverage your feeds with station membership/support reminders.
• Promote your feeds.

Say that over and over again, make it your mantra, and get to work.

Thank you all, code well, and good night.

Please DO Feed the Sites: What Is RSS? November 18, 2006

 Please DO Feed the Sites: What Is RSS? [11:43m]: | Download (5901)

Before I begin this discussion explaining RSS to you as if I were this fount of knowledge that clearly recognized its value from the very first moment I saw it, the fact is that my initial impression after a cursory look-over several years ago was that it was only useful to blogs and news-oriented sites. Outside of syndicating teasers of news headlines and blog posts, not a single aspect of its current usage occurred to me, and I never expected it to become an indispensable part of standard web development or to redefine the web as I knew it. So, if you can forgive me that incredible oversight, then we can get on with this…

RSS as an Update Announcer

To explain what RSS is and why it has everyone so excited, let me just start out on common ground with something we already know, a traditional website. Traditionally, a website contained whatever content may have been put on it and that content may be static or may change constantly. The problem here has always been that a user had no way of knowing when or if that content had changed other than checking back periodically or being notified by someone.

RSS solved that problem by "announcing" content updates. A site owner creates a special file called an RSS file along with a link to it, and this creates a "web feed." A web feed is a data format used for sending users content updates. Users have the option of "subscribing" to this feed either through a stand-alone desktop application called a "feed reader," through an online content aggregator like Newsburst, or, increasingly, directly through their standard web browser. Once subscribed, users are notified whenever there's new content posted to the feed. That's all well and good, but it doesn't end there.

RSS Web Feeds

An RSS web feed is actually just an XML-based file that sits on a site like any other file and contains whatever content the site owner wants to put into it for distribution. It can be created and maintained manually or dynamically (preferably the latter.) Part 3 of this series will cover the creation of such feeds. There's not really a lot to it.

I don't want to lose you in the terminology or the acronyms here. An XML document–especially of the type we're talking about here–is an extremely simple text document. The markup has certain similarities to HTML, but where HTML defines how to display the content, XML categorizes the content (for instance, identifying title, description, author, etc.) and does it in a machine-readable format which means that different software on different operating systems on different platforms can easily access and display that content. This is the part that allows for syndication. Numerous applications exist that look for such files, read the content, and parse it back out for use elsewhere.

RSS for Content Syndication

Content syndication is (by definition) the primary use of RSS. Originally, RSS files listed just the title of a piece, the author, the date of publication, a link back to the original content, and a quick summary to act as a kind of teaser to get you to go back to the original site to read the article–hence the mistaken view that it was only good for blog posts and news headlines. Now it includes syndication of full content–including HTML–along with "enclosures" to contain multimedia content like images, audio files, and video files and that content is being used in ever more imaginative ways. This needn't scare you away from using it.

RSS Content Usage

Primarily, RSS syndicated web content simply turns up in some form of RSS reader for the usage of an individual who wants to remain informed of content updates on your site. However, this syndication of content along with the inherent extensibility of XML allows for a kind of web presence and sharing of content that was never available before. It's the underlying workhorse or building block of the entire "Web 2.0" movement.

Web content stored and distributed in this manner can be accessed and processed in ways similar to database applications allowing your content to simply be replicated elsewhere or become the basis for an application built on the underlying data. It can turn up as content on another website. It's absolutely adored by search engines (practically search bot candy) which will often index it far faster and with better results than equivalent content on a standard HTML page.

Think syndication, not coordination. Simple web services, like RSS…are about syndicating data outwards, not controlling what happens when it gets to the other end of the connection. This idea is fundamental to the internet itself, a reflection of what is known as the end-to-end principle.
–Tim O'Reilly, What Is Web 2.0?

As much as I agree with the ideal expressed here by Tim O'Reilly, I tend to take a more pragmatic approach. I encourage you, if you're considering RSS syndication of your content, to set up a Creative Commons License allowing for the distribution of your content while requiring the retention of source attribution and backlinking. It's not that you don't want anyone else to use your content, but you should get something out of it as well. The idea here is not only to increase your web presence but also your underlying user base.

What Is RSS

With all this background in mind, we can get more directly into what RSS actually is. Wikipedia puts it this way:

RSS is a family of web feed formats. The initials "RSS" are variously used to refer to the following standards:

• Really Simple Syndication (RSS 2.0)
• Rich Site Summary (RSS 0.91, RSS 1.0)
• RDF Site Summary (RSS 0.9 and 1.0)

–Wikipedia, RSS (file format)

and Tim O'Reilly refines that further (as is his disposition):

RSS is now being used to push not just notices of new blog entries, but also all kinds of data updates, including stock quotes, weather data, and photo availability. This use is actually a return to one of its roots: RSS was born in 1997 out of the confluence of Dave Winer's "Really Simple Syndication" technology, used to push out blog updates, and Netscape's "Rich Site Summary", which allowed users to create custom Netscape home pages with regularly updated data flows. Netscape lost interest, and the technology was carried forward by blogging pioneer Userland, Winer's company. In the current crop of applications, we see, though, the heritage of both parents.
–Tim O'Reilly, What Is Web 2.0?

The hardcore purists out there aren't going to be too happy with this series of articles, because my focus, as I start describing how to create an RSS feed in the next article, will be on RSS 2.0, Dave Winer's "Really Simple Syndication." I've chosen that particular "flavor" of RSS because it allows me to really bring home the incredible simplicity of syndicating web content. My point here is to encourage more RSS usage, not scare anyone away.

What Are The Benefits of RSS?

I've only touched on some of the benefits of having an RSS feed. Things like the inherent search engine optimization are secondary to the incredible expansion of your audience that comes about through content syndication. You reach people that you would never have reached before. You're able to communicate with them and show them the value of your station as a resource.

It's perfectly acceptable to sell advertising on your feed and include membership/support reminders. Keep this in mind always, unlike other methods of boosting membership, every single person reading your feed has willingly opted-in to receive your message. They won't consider it spam.

RSS was designed to empower the user to view the content he or she wants, when it's wanted, not at the behest of the information provider.
–Tim O'Reilly, What Is Web 2.0?

Where Do I Get The Content?

The question of where to get the content to feed out always amazes me–especially in relation to a public television station website. Unless your site is absolutely static, unless there's nothing there that changes, unless it's the online equivalent of a pre-printed brochure, you have content to syndicate. Even the tiniest station websites are not excluded from this, because it's not about having money for great content productions.

If your station updates any of the following items on their website–even if it's only once or twice a month–you have content to syndicate:

• Program Highlights
• Station Events
• Station News Announcements
• Community Events
• Newsletters (including RTL and non-member-based eguides)
• Upcoming Pledge Drives
• Auction Announcements
• Etc., etc., etc.

Each of these can be fed into separate RSS files and syndicated separately. Each of them can be used to expand the station branding, presence, user base, message, and support reminders. Each of them will take their own roads through the Internet and reach people you would never have reached otherwise.

Some Final Words

RSS is an incredibly powerful tool easily implemented with enormous benefits going far beyond the station itself. I implore you, if you haven't done it already, then, for the good of your station, for the good of your users, and for the good of public broadcasting as a whole, please, please, feed your site.

Thank you all, code well, and good night.

Frontline's Frontline Video August 13, 2006

 Frontline's Frontline Video [13:38m]: | Download (4092)

It was a turning point in Internet history, and it happened in October of 1995. Frontline had been investigating the 1993 Waco siege for an upcoming report when David Fanning, the Executive Producer of Frontline, made the decision to put a good deal of the material derived from their research and reporting (photos, FBI surveillance audiotapes, reporting notes, interviews) on the web for everyone to see. It was their very first website and done with a staff of just two people. That single act not only created the concept of open (or transparent) journalism but forever changed the way we look at and what we expect out of the World Wide Web.

Frontline, still led by David Fanning, has continued that tradition of being the first to bridge Internet technology with program content. Having taken an early lead in streaming their programs after the broadcast, there are now 60 to 70 hours of programs streamed and viewable on the Frontline site making it one of the largest of its kind with literally millions of viewers visiting regularly. Frontline/World is gradually being added to that incredible resource as well.

This is the great promise of public media. This is where we hold our work for the future, our public library, our contribution to the intellectual commons.
– David Fanning, Executive Producer, Frontline

Your Local Station Website

You may be wondering what this has to do with your local station website. After all, it's been a while since we've had Frontline content available to us as local web content–not counting RSS feeds. The original Frontline Video module that some of us once utilized on our local sites was a rather short-lived experiment, and even the more long-term Headlines module (much lamented in its passing) eventually faded into history. So what is there now that could inspire a public television station web developer like myself to bring up such a sore subject? Well, you're not going to believe this, but Frontline Video is back, and it's all grown up now.

Sam Bailey, Frontline's Director of New Media and Technology, has spent the last two years developing a new, enhanced web video player designed specifically to play high-quality, large-frame video of full Frontline programs directly off of local station web sites. The new player will be able to play at a bitrate of 350k–a considerable increase over the current 220k–in a fairly large and customizable playing window, and PBS is providing the bandwidth for it. The only downside is that it's available for broadband only.

We're going for incremental improvements here. I think eventually the bitrates will go higher, but, right now, 350k is a good number for us (and for PBS who has to pay the bill.) Frankly the quality of many broadband connections and general latency is such that higher bitrates can sometimes not work so smoothly.
– Sam Bailey, Director of New Media and Technology, Frontline

One exciting aspect of this delivery system is the distinct possibility that West Coast station sites could actually receive the latest program through their website prior to the on-air broadcast. Frontline's current plan is to make the shows available online on the same day they're broadcast which means that West Coast station sites will have direct access to the shows three hours earlier in the day (in terms of local time) than East Coast stations. This aspect of the player's behavior is still under consideration but probably won't change.

But Wait, There's More…

I know it sounds like a bad commercial, but this player has a lot of other innovations that will make it indispensable to your station website. It appears initially as a small piece of page content (probably sidebar,) but what it does next is controllable by you. There are two different options that you can set up to control what happens when a user clicks the link; it can open a player window or a menu page.

The Player Window

The Player Window is the heart and soul of this new module. It's designed to open as a small, popup window over your page and begin playing a Frontline program of your choice. The real innovation, however, is that there's a space around the window that can be customized for station logo and messaging that you can control. If only CSS control could be built into the final version (which is not currently planned,) then this player could be reskinned locally as each station sees fit. Still, it's definitely going to be an important part of the local station site and yet one more really awesome service to offer to the community.

The Menu Page

The Menu Page option opens as a new page. It currently contains a selection of 16 available videos, but there are at least 10 shows in the coming season that are due to be added. For the entire archive, we'll still have to send visitors to the Frontline site, but I plan to do that with a simple, localized “More Videos >>” link at the bottom of the page pointing to the Frontline Video view page.

You get to customize this menu page as well with your information such as upcoming broadcasts of Frontline and your other public affairs programs as well as other messages you might want to convey, pledge drives, local events, appeals for membership…
– David Fanning, Executive Producer, Frontline

Other Issues

Implementation

The implementation of the player is quite simple and will come as a standard toolkit complete with multiple templates, full instructions, and even promotional materials. Frontline's web team (in conjunction with PBS Interactive) will be available to advise and assist participating stations. My personal plans are to set up a homepage version pointing at the most current episode available for viewing and a news page version set up to open the Menu Page for the site visitor to choose from. You, of course, might choose differently.

Marketing

Frontline's marketing department will create materials customized to your station to help get the word out to your viewers. They have a vested interest in making this work, and they're willing to go out of their way to get your local station viewers to go to your site and try this out. They're offering a number of promotional materials:

• On-air promotion spot
• Member Magazine article
• Press release for local publications
• On-air tag reminder to go to your website and watch the program again any time
• Ecards or postcards for online and mass mailing promotion

It might even be worth asking for if you can think of something else to add to the list.

Objectionable Content

Although on-air broadcasts of Frontline occasionally require editing for "objectionable content" and fall within applicable FCC decency regulations, online broadcasts (webcasts) have no such limitations. So Frontline is looking at the Internet as having "another level of gatekeeping," because you have to actively chose to click (or take some other action) to get to the content. Their plan is to carry an "appropriate warning" in the program description and go ahead with streaming the unedited version. There's still some discussion as to whether to create a special edited version for schools to access, but it seems to me that the easier answer to that would be to simply point schools to a more limited collection of videos, ones without such content.

Player Rollout

There will be a multi-phase rollout with changes and updates to the player over time. The plan is for the first round of stations to launch at the start of next season, October 3. The first version will make use of Flash and Quicktime, and the content will be delivered via HTTP–"at least this version; the Windows Media version is another matter entirely."

I should say up front that some of this may not be set in stone yet. We're busy rebuilding part of this right now.
– Sam Bailey, Director of New Media and Technology, Frontline

Accessibility

To their further credit, Frontline (or, more specifically, Sam Bailey) actually considered accessibility issues in the creation of this player. Some of it is in place now, and some will require more work later. They're linking from the video to the existing transcript on the Frontline site and captioning is possible in the player.

This initial version will only have limited captioning, because the archived shows are not captioned at this point. We're exploring going back and having them captioned now, but there's no timeline for it. As for keyboard navigation, we're pondering that at the moment, but, other than rudimentary stuff like play and stop arrows and the return key to select a program, we don't have much in there right now. We need to talk about accessibility options with NCAM if the test goes well.
– Sam Bailey, Director of New Media and Technology, Frontline

Some Final Words

On Revolution and Renaissance

There's a lot happening in public broadcasting right now, and the Internet is a major part of that. Many of the current models and methods are failing to work in this 21^st-century view of instant media. Strangely, many of the earliest models and methods of public broadcasting are being resurrected, dusted off, and seeing new light. They were envisioned for what was then a new media with infinite possibilities, television.

We're all witnessing an accelerating shift in the television landscape. We're in the midst of a great technological revolution in delivering programming.
– David Fanning, Executive Producer, Frontline

We may well be in a "technological revolution" as far as program (or content) delivery is concerned, but I'm seeing the effect on the programming itself as more of a renaissance for public broadcasting. Not since its very beginnings has there been such a wide open landscape of possibilities for what public broadcasting can do and be. It's being reborn and redefined almost daily–as is the station website.

We know that there are all sorts of discussions about how we're going to enter this new age of congruence between the Internet and television, but we don't want to wait around. We want to get our service out to you as soon as possible so that public television, Frontline, and your station are on the forefront of the revolution.
– David Fanning, Executive Producer, Frontline

Personally, I'm going to stick to the forefront of the renaissance. The revolution can take care of itself.

The Changing Role of the Station Website

The advent of this player marks the beginnings of a new role for the station website as well. If more national programming follows Frontline into this model of online delivery to the local station site, then that site begins to be more of a separate channel of station programming rather than just a convenient online station brochure. That's an entirely new direction for the local station website, and it will attract a whole new audience. That, in turn, will translate into station membership.

What's interesting is that a new, younger audience is finding us on the Internet, and so too is our old audience. By harnessing the Internet's simple technology to send your viewers what they want, when they want it, freely available and accessible, we are trying to build that audience and deliver for the future on the great promise of public broadcasting.
– David Fanning, Executive Producer, Frontline

I don't know about you, but I think that that future is looking pretty bright, and I can't wait to make this new tool an integral part of my station websites. I think that it brings a whole new resource to the local communities I serve and adds to the overall value of the stations themselves. Watch for it to be available. Check it out immediately. I know that you'll agree.

Thank you all, code well, and good night.

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