Geffen Records is turning to RSS feeds to improve its online marketing, essentially automates the viral methods artists leverage to launch their records. The company’s new feeds help establish a direct line of communicatoin between the artists and their fan base.

Taking advantege of FeedBurner’s FeedFlare allows Geffen to encourage participation of the communities. Via items in the feeds, fans can:

• Rate the latest Nelly Furtado album on iTunes.
• Become a MySpace friend of emerging artist like Matt White.
• Explore related music at Pandora.

Geffen also plans to advertise in FeedBurner Ad Network (FAN) and reach 8 million subscribers who read feeds. Through the network, the company can promote concerts, album launches, and other promotions.

The results? Early trials proved that feeds were the marketing tool that garnered the highest conversions. Feed subscribers were four times more likely to take action than those reached through more traditional methods.

Source: FeedBurner.