Going Indie on Social Media

Social media is like the weather: everyone likes to complain about it, but nobody does anything to change it. Of course, you can do something about it, and some have — namely, by deleting your social media accounts. But the vast majority of people, even those who see serious flaws with our social media landscape continue to use it, in many cases avidly.

As someone who is naturally social but who has found social media like Twitter increasingly unpleasant and lacking in what drew me to these services in the first place — the ability to meet new and interesting people, encounter and discuss new ideas and digital resources, and make a few bad puns on the side — deletion is not a great option, for a number of reasons.

Some of those reasons are undoubtedly selfish. Having a large number of followers on a social media platform is a kind of super power, as John Gruber has said. With over 18,000 followers, accreted over 10 years on Twitter, I can ask for help or advice and usually get a number of very useful responses, spread the word widely about new projects and initiatives, find new staffers for my organization, and highlight good, innovative work by others.

I will also admit to liking the feeling of ambient humanity online, although the experience of social media in the last two years has tempered that feeling.

So what to do? I’ve tried alternatives to Twitter before, such as App.net, a Twitter clone that launched in 2012. It went nowhere and shut down. I have considered Mastodon, a somewhat better thought-out Twitter replacement that is decentralized — you join an instance of the platform and can even host one yourself, and yet you can connect across these nodes in a very webby way.

Most of these Twitter replacements unfortunately have frictions that slow widespread adoption. It’s often hard to find people to follow, including your friends and colleagues. The technology can be janky, with posts not showing up as quickly as on Twitter. New services are largely populated in the early days by young white dudes (I am fully aware that I am not helping with this diversity problem, although I’m no longer so young). It’s unclear if they’ve truly solved the “I’d rather not be hounded by Nazis” problem, especially since they all have less than a million users, a tiny population in social media terms.

Nevertheless, I’ve continued to prospect for a post-Twitter life over the years, and spurred on by some friends, I think I’ve finally reached a solution that works for me.

My new social media setup is this:

• Just as I have done with my personal email address, website, and blog, my social media presence will be tied to my own domain: dancohen.org. I’ve chosen social.dancohen.org because it has a nice ring to it and it doesn’t define my social media presence as text, images, or any other single item type. Indeed, it can be all of the above and in the long run replace multiple centralized social media services, including Twitter and Instagram.
• Even though the root domain is dancohen.org, I can have someone else host my social media, but in an ownership structure I feel good about, and with the possibility of changing that host at any time in the future. I should be fully in charge of my social media, as I am with this blog. My new social domain, social.dancohen.org, thus acts as front end, but just as I’ve changed web hosts and email services over two decades, my addresses for those services have not and will never change. I’m not tied forever to a Gmail address or a service that bonds me to notmywebsite.com/dancohen.
• I’ve chosen Micro.blog as my new hosted social media platform, because I like how Manton Reece and the early community of users is thoughtful and conservative about features, so as not to replicate the worst of Twitter, Instagram, etc. (See, e.g., this conversation about whether there should be “likes” on the service, and whether they should be public or private, temporary or permanent.) There are also good clients for Micro.blog, including from third-party developers. There are no ads. It has a good clean design that you can change if you like. And you can leave the service with all of your social media at any point for a new host.
• Micro.blog, in turn, can connect with Twitter, so posts from social.dancohen.org will show up as posts on Twitter, so my followers there can still see what I’m tweeting…or…tooting, about.
• Although I’ve focused on Twitter in this post, Micro.blog actually has terrific Instagram-like functionality, with none of the annoying algorithmic sorting of your feed and no ads, so I’m moving my photo posting there. (I left Facebook a long time ago, with few repercussions and zero regret.) Instagram does not allow cross-posting from Micro.blog.
• My domain registrar (Hover) has a great, simple way to connect a subdomain to Micro.blog to create something like social.dancohen.org. This normally involves futzing with a DNS record (which has the geeky and off-putting moniker CNAME). I want my setup to be replicable, and no one should ever have to edit one’s DNS records to create a personal social media hub. Everyone should be able to do this with one click. Get on it, domain registrars.

Here’s my early sense of how this will work:

• Starting last week, I began making my primary social media posts on social.dancohen.org rather than on Twitter.
• For the vast majority of people who follow me, they will continue to see my posts on Twitter and interact with them there. Indeed, they probably haven’t even noticed the change unless they looked at my tweets’ metadata, which now includes “via micro.blog”.
• When necessary, I will interact with replies on Twitter. One downside to my setup is that these Twitter replies do not ping back to social.dancohen.org. Or maybe that’s an upside. Time for me to consider how much humanity I really need to be ambient.

For those who would like to replicate what I’ve done, Micro.blog has good documentation on setting up a personal social media domain like social.dancohen.org, including for the majority of domain registrars who don’t have automated mechanisms, like Hover, for creating a proper DNS CNAME record. Kathleen Fitzpatrick has a more sophisticated setup using WordPress, where her posts of the type “micro” are ported to Micro.blog, and then over to Twitter. Chris Aldrich has a longer description about how to structure your WordPress site to be able to do what Kathleen did, separating brief social media posts from longer blog posts that remain on the root domain.

It feels good to have gone back to my blog and now to go indie on my social media as well. I hope my experience prods others to give it a try.