Silos as shortcuts

As a follow-up on Twitter and links, I want to point to this great post from Rian Van Der Merwe about platform silos as “shortcuts”:

“The point is that publishing on Medium and Twitter and Facebook gives you an immediate shortcut to a huge audience, but of course those companies’ interests are in themselves, not in building your audience, so it’s very easy for them to change things around in a way that totally screws you over (remember Zynga? Yeah, me either).”

My current thinking on Medium is that it’s a shortcut to building an audience for a single post, but doesn’t really help build a true audience. In other words, you will get more exposure, and maybe one of your posts will be lucky enough to be recommended and included in Medium’s daily email, but after someone finds it they aren’t as likely to read your other posts and subscribe to your entire site.

We can’t talk about silos like Twitter and Medium without talking about cross-posting. Noah Read says:

“While it is relatively easy to post to a blog, syndicating that content to Twitter, Facebook, or Medium still requires additional configuration, which many users won’t do. I think it would be in blogging software’s interest to make these POSSE features a standard part of their core product. In order for the open web to not lose ground, ironically they will need to play nicer with closed platforms than they are likely to receive in return.”

I’ve been thinking a lot about this too. For beta users of my new product, I’ve been telling people to use IFTTT to wire up cross-posting to Twitter. But that’s another step that will be confusing to people — an opportunity to lose interest and give up. Cross-posting should be a core feature.