3 builders who never spoke to each other
Keep a channel the platform cannot take away
Publish each piece on a property you own first and push copies out from there, so the canonical version stays yours. An audience on somebody else's platform can become unusable overnight however large it is, free reach eventually gets charged for, and other accounts can reupload your material and keep the traffic.
The method
- 01
Publish each piece on a property you own first, then push copies out to the platforms, so the canonical version stays yours.
- 02
Remember that an audience on someone else's platform can become unusable overnight, however large it is - keep a channel you own.
- 03
Assume any platform offering free reach will eventually charge you to reach the audience you built there, and do not let it become your only channel.
- 04
Reach on a platform you do not own can convert to nothing, because other accounts reupload the same content and keep the traffic.
What it returned
- 2008
Justin joined Twitter in 2008, built 40,000 followers over 50,000 posts, then deleted the posts and locked the account in November 2024.
- 2007
Facebook told small businesses from 2007 to replace their websites with Pages; by 2014 more than 30 million brands ran one, after which organic reach fell and access became pay-to-play - the pattern Cory Doctorow names enshittification.
- 150,000
150,000 retweets and 10 million views produced no revenue.
The POSSE method is named as the framework for syndicating one piece of content across several platforms.
Sources
- Leaving Twitter for BlueskyJustin Jackson · justinjackson.ca · Leaving Twitter · undated
- Will YouTube kill the podcast industry?Justin Jackson · justinjackson.ca · We’ve seen this script before · undated
- @levelsio's blogPieter Levels · levels.io · How my video went viral with 150,000 RTs and 10 million views but Facebook pages bait-and-switched me for $0 · 2019-03-16
- 🔁 Lessons from 3,000 SaaS Companies 🎪 Build in Public Guide 📈 Charge 3x More - Trends.vcDru Riley · trends.vc · 🤓 Fav Finds · 2023-02-06
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in social
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- Fire the launch into the audience you already have6 unconnected · contested
- Post the numbers, not the commentary5 unconnected · contested
- Republish the winners with a new hook5 unconnected
- Cut one long piece into weeks of social posts5 unconnected