POSSE

POSSE is a content publishing strategy, the acronym stands for Publish (on your) Own Site, Syndicate Elsewhere.

Instead of posting directly to social media "silos" (like X/Twitter, Instagram, or Facebook), you publish the original content to your own personal website or domain first. Once it is live on your site, you then share copies or summaries to social media platforms, usually with a link pointing back to the original "canonical" source.

Why POSSE Matters

• Ownership: You own your data. If a social media platform shuts down or changes its terms, your content remains safe on your own server.
• SEO & AEO: Your website remains the "home" of your content, ensuring that search engines credit you, not the social platform as the original author.
• Improve reach: It allows you to interact with customers on mainstream apps without being trapped by their algorithms or data-tracking policies.
• Archiving: It creates a permanent, searchable history of your brand digital life that you control entirely.

In short, POSSE turns social media into a distribution channel rather than the source of truth for your content. This is also an important factor now that studies show that AI like chat GPT downprioritize social media for citations.