Instead of posting individually to X, Threads, TikTok, Instagram, and everywhere else, a few internet believers see a better way to post everywhere — and make it yours.
For the last two decades, our social networking and social media platforms have been universes unto themselves. Each has its own social graph, charting who you follow and who follows you. Each has its own feed, its own algorithms, its own apps, and its own user interfaces . Each also has its own publishing tools, its own character limits, its own image filters. Being online means constantly flitting between these places and their ever-shifting set of rules and norms.
, and practicing it on their own sites, for years now. But as platforms grew and raised their garden walls ever higher, the open web gave way to centralized platforms in a big way. In the last year or so, though, particularly after Elon Musk’s Twitter acquisition alerted users to how quickly their platforms can change or die,
world, everybody owns a domain name, and everybody has a blog. When you want to post something, you do it to your blog. Then, your long blog post might be broken into chunks and posted as a thread on X and Mastodon and Threads. The whole thing might go to your Medium page and your Tumblr and your LinkedIn profile, too. If you post a photo, it might go straight to Instagram, and a vertical video would whoosh straight to TikTok, Reels, and Shorts.
is a great unifier for posting but splinters engagement into countless confusing pieces. There’s also the question of what it means to post the same thing to a dozen different platforms. Platforms have their own norms, their own audiences, their own languages.
work' Even those willing and able to do the technical work can struggle to make as “a pragmatic approach” to the way social networks work. “Instead of waiting for the perfect world,” he says, “where every social network can communicate and talk to each other and you can follow someone from Threads to Mastodon to Twitter to Facebook to whatever, let’s just accept the reality, and focus on posting to your own site that you control — and then send it out to friends on other networks.
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