A social profile is a pointer, not a home, and treating it like a home is how people end up building on land they don’t control. Larry’s External API idea says it’s fine to run your hustle on someone else’s distribution, as long as you remember whose name is on the deed. Posting on a platform can bring people to your door, but the door itself needs to be a page you own, not a profile you rent.
Every post on a social feed should carry a link back to the page, the same way trackbacks send credit back to the original source. When the pointer works, the platform gets engagement and you get a visitor to a page that’s actually yours. The mistake is writing the full idea into the social post itself, which gives the platform your best material for free and sends nobody anywhere.
Web12 treats syndication as the job of the socials: email, trackbacks, and posts on X exist to move attention, not to store it. A pointer with no destination is just noise, so the page has to exist before the posting starts, not after.
Larry’s line on this is simple: sell it first on your own page, then go make it work on the platforms that send traffic there. If a platform account gets suspended, a pointer that’s gone doesn’t cost you the underlying business, because the page and the list survive it.
People who build their home on a platform find out the rules were never theirs to keep the same. Keep the profile thin, keep the page thick, and let the socials do what they’re actually good at, which is pointing.
Details: Watch Larry on External API distribution
#Web12 #ExternalAPI #OwnYourHome