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LinkedIn apparently wants to play catch up in the battle for the social Web.

Not to be outdone by the likes of Digg, Facebook or even Twitter, professional networking site LinkedIn announced the launch of a new feature last week that allows group owners and managers to create custom news streams composed of RSS or Atom feeds.

Back in November 2008, LinkedIn launched a feature that allowed group members to share and discuss individual news articles. Friday's announced feature aims to make that even easier by helping users consume, discuss and collaborate on aggregated news directly from within their groups.

Will this provide RSS greater exposure? Doubtful. It's integrated in very seamless way, perhaps to not cause attention to itself. The content, not the technology, is the most important component to Web success.

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