Several months ago, Thomson Peterson’s began using RSS on our main web site for college-seeking students as a way to improve the flow of information among schools and students.

Among other initial efforts, we’re using RSS feeds embedded in client school profiles as a way to deepen dynamic connections with the school’s own web site and provide a way for readers to gain an at-a-glance impression of the latest events taking place on campus.

Feeds are scanned for new items each time the page loads, and headlines are hyperlinked to the school’s web site for those interested in reading the full article. Readers don’t need any special software to take advantage of this feature. Below is a shot of Duke’s University’s feed (taken Jan. 20) as published on their profile on Petersons.com. Schools can publish a blog or podcast feed in the same manner.