RSS is a funny old thing - once it takes hold in a person's daily routine it becomes as essential as checking ones email or reading the morning newspaper - but as far as mainstream usage goes, it's a long way from attaining widespread approval.
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You've already heard that businesses are using blogs as a way of talking to their customers, employees, and investors in a more personal way (Here's an example if you need more evidence than what you're reading right now). Blogging makes a company seem more human and community focussed despite a global medium that de-emphasizes face-to-face contact.
Not to overstate the point, but I think the blogosphere is the foundation of tomorrow's media.
Ultimately, what keeps Internet users returning to your Website is the words and information you place on it - the content. To keep them visiting you have to keep them interested in your content, so you have to Manage that content by refreshing and updating it as often as possible. Good Content Management is what keeps people coming back to your Website.
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