Today's RSS feeds include the headline, a short blurb and a link back to the publisher's Website. "The idea is to take that basic feed and provide other information to enhance the reader's awareness of the content in that item," said Rick Klau, vice president of business development at FeedBurner. "It might include information on how users have tagged the article."
With FeedFlare, subscribers can see the search terms and tags used to describe the media content. The service works with feeds through a handful of integrated Web services, active links attached to individual items within a post.
The available service means tagging the item, for example, via del.icio.us, a social bookmarking site that last week became part of the Yahoo! family, emailing it to others and a display of the number of links to that item from blogs as measured by Technorati Cosmos, which searches blogs and RSS feeds similar to the way Google searches Web pages. A part of a move into Web 2 services, Yahoo! has been adding tools as it battles for Web traffic with its biggest rivals Google, Microsoft's MSN and Time Warner's AOL.
Technorati can identify what other sites are linking to individual pieces of content, Klau said. "If there is an article at TechWeb and 18 bloggers have linked to it, there is an easy way to reach this additional content," he said. "We can use the del.icio.us API and expose the tags in real time to show readers how others are tagging the article."
Content changes by the minute, and Feedburner can continually update the information through Feedflare. Feedburner also is releasing open Application Programming Interfaces (APIs) for FeedFlare to encourage developers to build applications that work with it.