Tags: instagram

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Digital Marketing Strategies for the Busy “Web Master” by Sarah Parmenter

It’s time for the second talk at An Event Apart Seattle (Special Edition). Sarah is talking about Digital Marketing Strategies for the Busy “Web Master”. These are the notes I made during the talk…

Recently Sarah was asked for her job title recently and she found it really stressful. She wasn’t comfortable with “Art Director”. And, even though it would probably be accurate, “Social Media Expert” feels icky. A more fitting title would be “Social Media Designer” but that’s not a thing. Ironically the term “Web Master” probably fits us better than it did back in the ’90s.

We have a bit of a defeatist attitude towards social media at the moment. It feels like that space has been claimed and so there’s no point in even starting. But we’re still in the first 10,000 days in the web. There is no social media, Gary Vee says. It’s a slang term for a collection of apps and websites that now dominate attention in our society.

Sarah likes the term “consensual hallucination” (that I borrowed from William Gibson to describe how we did web design for years). It applies to social media.

Once upon a time we had to sell the benefits of just being online to our clients. Our businesses now need to get into the mindset of “How can I help you?” and “What can I do for you?” We’re moving away from being sales-y and getting down to being more honest. We’re no longer saying “Look at what I’ve got.”

The average time spent on social media per day is 1 hour and 48 minutes. The average time spent on the kind of sites we make is 15 seconds.

Quarterly design reviews are a good idea—strategically designing your social media campaigns, reviewing successes and failures.

The first thing to mention is vanity metrics. You might need to sit down and have “the talk” with your boss or client about this. It’s no different to having hit counters on our sites back in the ’90s. While we’re chasing these vanity metrics, we’re not asking what people really want.

Google brought a roadshow to Sarah’s hometown of Leigh-on-Sea a while back. There was a really irritating know-it-all chap in the audience who put his hand up when other people were asking about how to get followers on social media. “You need to post three times a day to all social media channels”, he said. “And you need to use the follow-unfollow method with a bot.” Sarah’s eyes were rolling at this point. Don’t beg for likes and follows—you’re skewing your metrics.

“What about this Snapchat thing?” people asked. Irritating guy said, “Don’t worry about—young people use it to send rude pictures to each other.” Sarah was face-palming at this point.

But this event was a good wake-up call for Sarah. We need to check our personal bias. She had to check her own personal bias against LinkedIn.

What we can do is look for emerging social networks. Find social networks that aren’t yet clogged. People still fixate on displayed numbers instead of the actual connection with people.

We all have a tendency to think of the more successful social networks as something that is coming. Like Snapchat. But if you’re in this space, there’s no time to waste. Sarah has been interviewing for social media people and it’s fascinating to see how misunderstood Snapchat is. One big misconception is that it’s only for youngsters. The numbers might be lower than Facebook, but there’s a lot of video on there. Snapchat’s weakness is “the olds”—the non-intuitive interface makes it cool with young people who have time to invest in learning it; the learning curve keeps the parents out. Because the moment that mums and grandmums appear on a social network, the younger folks get out. And actually, when it comes to putting ads on Snapchat, the interface is very good.

What can we do in 2018?

  • By 2019, video will account for 80% of all consumer internet traffic. If you’re not planning for this, you’re missing out.
  • Move to HTTPS.
  • Make your website mobile ready.

Let’s ban the pop-up. Overlays. Permission dialogs. They’re all terrible. Google has started to penalise websites “where content is not easily accessible.”

Pop-ups are a lazy fix for a complex engagement problem (similar to carousels). It’s a terrible user experience. Do we thing this is adding value? Is this the best way to get someone’s email address? They’re like the chuggers of the web.

Here’s an interesting issue: there are discount codes available on the web. We inform people of this through pop-ups. Then it when it comes to check-out, they know that a discount is possible and so they Google for discount codes. You might as well have a page on your own website to list your own discount codes instead of people going elsewhere for them.

There’s a long tail of conversions, particularly with more expensive products and services. Virgin Holidays has a great example. For an expensive holiday, they ask for just a small deposit up front.

Let’s talk about some specific social networks.

Facebook

Facebook Pixel should be on your website, says Sarah. It collects data about your customers. (Needless to say, I disagree with this suggestion. Stand up for your customers’ dignity.)

Facebook is a very cheap way to publish video. Organic Facebook engagement is highest on posts with videos. (I think I threw up in my mouth a little just typing the words “organic”, “Facebook”, and “engagement” all in a row.) Facebook Live videos have six times the engagement of regular videos.

Sarah just said the word synergy. Twice. Unironically.

Facebook changed its algorithm last year. You’re going to see less posts from business and more posts from people.

Facebook advertising does work, but if it doesn’t work for you, the problem is probably down to your creative. (We’re using the word “creative” as a noun rather than an adjective, apparently.)

Google

With Ad Words, measure success by conversions rather than impressions. You might get thousands of eyeballs looking at a form, but only a handful filling it out. You need to know that second number to understand how much you’re really paying per customer.

trends.google.com is useful for finding keywords that aren’t yet saturated.

Google My Business is under-used, especially if you have a bricks’n’mortar store. It can make a massive difference to small businesses. It’s worth keeping it up to date and keeping it updated.

Instagram

700 million active users (double Twitter, and three times WhatsApp and Facebook Messenger). A lot of people are complaining about the changed algorithm. Social networks change their algorithms to deal with the “problems of success.” Instagram needs to help people with the discoverability of posts, says Sarah (again, I strongly disagree—it disempowers the user; I find Instagram’s we-know-best algorithm to be insultingly patronising).

Hashtags are the plumbing of the social media ecosystem. They’re not there for users to read. They’re for discoverability. Eleven hashtags are optimal.

Instagram Stories are a funny one. People are trying to use them to get around the algorithm, posting screenshots of photos to a story.

Archiving is a handy feature of Instagram. For time-sensitive content (like being closed during a snowstorm), it’s very useful to be able to archive those posts after the fact.

Planoly is a great website for managing your Instagram campaign. You can visually plan your feed. Only recently did Instagram start allowing scheduled posts (as long as they’re square, for some reason).

Influencer marketing is a thing. People trust peer recommendations more than advertising. You can buy micro-influencers quite cheaply.

(Side note: I think I’ve seen this episode of Black Mirror.)

How much do influencers cost? Not as much as you think. The average sponsored post rate is $180.

Case study

We need to have a “Design once. Use Everywhere.” mindset. Others we’ll go crazy. Away is doing this well. They sell a suitcase with built-in USB chargers.

The brands dominating social media are those with the most agile teams with exceptional storytelling skills. Away are very brave with their marketing. They’ve identified what their market has in common—travel—and they’re aiming at the level above that. They’re playing the long game, bringing the value back to the user. It’s all about “How can I help you?” rather than “Look at what I’ve gone.” Away’s creative is compelling, quirky, and fun. They work with influencers who are known to create beautiful imagery. Those influencers were given free suitcases. The cost of giving away those bags was much less than a traditional marketing campaign.

Their product is not front and centre in their campaigns. Travel is front and centre. They also collaborate with other brands. Their Google Ads are very striking. That also translates to physical advertising, like ads on airport security trays.

On Facebook, and on all of the social networks, everything is very polished and art-directed. They’re building a story. The content is about travel, but the through-line is about their suitcases.

When things go bad…

To finish, a semi-amusing story. Cath Kidston did a collaboration with Disney’s Peter Pan. Sarah had a hunch that it might go wrong. On paper, the social campaigns seemed fine. A slow build-up to the Peter Pan product launch. Lots of lovely teasers. They were seeding Instagram with beautiful imagery the day before launch. There was a real excitement building. Then the coveted email campaign with the coveted password.

On the site, people put in their password and then they had to wait. It was a deliberately gated experience. Twenty minutes of waiting. Then you finally get to the store …and there’s no “add to cart” button. Yup, they had left out the most important bit of the interface.

Sarah looked at what people were saying on Twitter. Lots of people assumed the problem was with their computer (after all, the web team wouldn’t be so silly as to leave off the “add to cart” button, right?). People blamed themselves. Cath Kidston scrambled to fix the problem …and threw people back into the 20 minute queue. Finally, the button appeared. So Sarah looked at a few bits ad pieces, and when she hit “add to cart” …she was thrown back to the 20 minute queue.

Sarah reached out to try to talk to someone on the web team. No one wanted to talk about it. If you ever find someone who was on that team, put them in touch.

Anyway, to wrap up…

Ensure the networks you are pursuing make sense for your brand.

Find your story for social media longevity.

See also:

Notifications

I’ve written before about how I use apps on my phone:

If I install an app on my phone, the first thing I do is switch off all notifications. That saves battery life and sanity.

The only time my phone is allowed to ask for my attention is for phone calls, SMS, or FaceTime (all rare occurrences). I initiate every other interaction—Twitter, Instagram, Foursquare, the web. My phone is a tool that I control, not the other way around.

To me, this seems like a perfectly sensible thing to do. I was surprised by how others thought it was radical and extreme.

I’m always shocked when I’m out and about with someone who has their phone set up to notify them of any activity—a mention on Twitter, a comment on Instagram, or worst of all, an email. The thought of receiving a notification upon receipt of an email gives me the shivers. Allowing those kinds of notifications would feel like putting shackles on my time and attention. Instead, I think I’m applying an old-school RSS mindset to app usage: pull rather than push.

Don’t get me wrong: I use apps on my phone all the time: Twitter, Instagram, Swarm (though not email, except in direst emergency). Even without enabling notifications, I still have to fight the urge to fiddle with my phone—to check to see if anything interesting is happening. I’d like to think I’m in control of my phone usage, but I’m not sure that’s entirely true. But I do know that my behaviour would be a lot, lot worse if notifications were enabled.

I was a bit horrified when Apple decided to port this notification model to the desktop. There doesn’t seem to be any way of removing the “notification tray” altogether, but I can at least go into System Preferences and make sure that absolutely nothing is allowed to pop up an alert while I’m trying to accomplish some other task.

It’s the same on iOS—you can control notifications from Settings—but there’s an added layer within the apps themselves. If you have notifications disabled, the apps encourage you to enable them. That’s fine …at first. Being told that I could and should enable notifications is a perfectly reasonable part of the onboarding process. But with some apps I’m told that I should enable notifications Every. Single. Time.

Instagram Swarm

Of the apps I use, Instagram and Swarm are the worst offenders (I don’t have Facebook or Snapchat installed so I don’t know whether they’re as pushy). This behaviour seems to have worsened recently. The needling has been dialed up in recent updates to the apps. It doesn’t matter how often I dismiss the dialogue, it reappears the next time I open the app.

Initially I thought this might be a bug. I’ve submitted bug reports to Instagram and Swarm, but I’m starting to think that they see my bug as their feature.

In the grand scheme of things, it’s not a big deal, but I would appreciate some respect for my deliberate choice. It gets pretty wearying over the long haul. To use a completely inappropriate analogy, it’s like a recovering alcoholic constantly having to rebuff “friends” asking if they’re absolutely sure they don’t want a drink.

I don’t think there’s malice at work here. I think it’s just that I’m an edge-case scenario. They’ve thought about the situation where someone doesn’t have notifications enabled, and they’ve come up with a reasonable solution: encourage that person to enable notifications. After all, who wouldn’t want notifications? That question, if it’s asked at all, is only asked rhetorically.

I’m trying to do the healthy thing here (or at least the healthier thing) in being mindful of my app usage. They sure aren’t making it easy.

The model that web browsers use for notifications seems quite sensible in comparison. If you arrive on a site that asks for permission to send you notifications (without even taking you out to dinner first) then you have three options: allow, block, or dismiss. If you choose “block”, that site will never be able to ask that browser for permission to enable notifications. Ever. (Oh, how I wish I could apply that browser functionality to all those sites asking me to sign up for their newsletter!)

That must seem like the stuff of nightmares for growth-hacking disruptive startups looking to make their graphs go up and to the right, but it’s a wonderful example of truly user-centred design. In that situation, the browser truly feels like a user agent.

Posting to my site

I was idly thinking about the different ways I can post to adactio.com. I decided to count the ways.

Admin interface

This is the classic CMS approach. In my case the CMS is a crufty hand-rolled affair using PHP and MySQL that I wrote years ago. I log in to an admin interface and fill in a form, putting the text of my posts into a textarea. In truth, I usually write in a desktop text editor first, and then paste that into the textarea. That’s what I’m doing now—copying and pasting Markdown from the Typed app.

Directly from my site

If I’m logged in, I get a stripped down posting interface in the notes section of my site.

Notes posting interface

Bookmarklet

This is how I post links. When I’m at a URL I want to bookmark, I hit the “Bookmark it” bookmarklet in my browser’s bookmarks bar. That pops open a version of the admin interface tailored specifically for links. I really, really like bookmarklets. The one big downside is that they don’t work on mobile.

Text message

This is something I knocked together at Indie Web Camp Brighton 2015 using the Twilio API. It’s handy for posting notes if I’m travelling somewhere and data is at a premium. But I don’t use it that often.

Instagram

Thanks to Aaron’s OwnYourGram service—and the fact that my site has a micropub endpoint—I can post images from Instagram to my site. This used to happen instantaneously but Instagram changed their API rules for the worse. Between that and their shitty “algorithmic” timeline, I find myself using the service less and less. At this point I’m only on their for the doggos.

Swarm

Like OwnYourGram, Aaron’s OwnYourSwarm allows me to post check-ins and photos from the Swarm app to my site. Again, micropub makes it all possible.

OwnYourGram and OwnYourSwarm are very similar and could probably be abstracted into a generic service for posting from third-party apps to micropub endpoints. I’d quite like to post my check-ins on Untappd to my site.

Other people’s admin interfaces

Thanks to rel="me" and IndieAuth, I can log into other people’s posting interfaces using my own website as the log-in, and post to my micropub endpoint, like this. Quill is a good example of this. I don’t use it that much, but I really should—the editor interface is quite Medium-like in its design.

Anyway, those are the different ways I can update my website that I can think of right now.

Syndication

In terms of output, I’ve got a few different ways of syndicating what I post here:

Just so you know, if you comment on one of my posts on Facebook, I probably won’t see it. But if you reply to a copy of one of posts on Twitter or Instagram, it will show up over here on adactio.com thanks to the magic of Brid.gy and webmention.

Unlabelled search fields

Adam Silver is writing a book on forms—you may be familiar with his previous book on maintainable CSS. In a recent article (that for some reason isn’t on his blog), he looks at markup patterns for search forms and advocates that we should always use a label. I agree. But for some reason, we keep getting handed designs that show unlabelled search forms. And no, a placeholder is not a label.

I had a discussion with Mark about this the other day. The form he was marking up didn’t have a label, but it did have a button with some text that would work as a label:

<input type="search" placeholder="…">
<button type="submit">
Search
</button>

He was wondering if there was a way of using the button’s text as the label. I think there is. Using aria-labelledby like this, the button’s text should be read out before the input field:

<input aria-labelledby="searchtext" type="search" placeholder="…">
<button type="submit" id="searchtext">
Search
</button>

Notice that I say “think” and “should.” It’s one thing to figure out a theoretical solution, but only testing will show whether it actually works.

The W3C’s WAI tutorial on labelling content gives an example that uses aria-label instead:

<input type="text" name="search" aria-label="Search">
<button type="submit">Search</button>

It seems a bit of a shame to me that the label text is duplicated in the button and in the aria-label attribute (and being squirrelled away in an attribute, it runs the risk of metacrap rot). But they know what they’re talking about so there may well be very good reasons to prefer duplicating the value with aria-label rather than pointing to the value with aria-labelledby.

I thought it would be interesting to see how other sites are approaching this pattern—unlabelled search forms are all too common. All the markup examples here have been simplified a bit, removing class attributes and the like…

The BBC’s search form does actually have a label:

<label for="orb-search-q">
Search the BBC
</label>
<input id="orb-search-q" placeholder="Search" type="text">
<button>Search the BBC</button>

But that label is then hidden using CSS:

position: absolute;
height: 1px;
width: 1px;
overflow: hidden;
clip: rect(1px, 1px, 1px, 1px);

That CSS—as pioneered by Snook—ensures that the label is visually hidden but remains accessible to assistive technology. Using something like display: none would hide the label for everyone.

Medium wraps the input (and icon) in a label and then gives the label a title attribute. Like aria-label, a title attribute should be read out by screen readers, but it has the added advantage of also being visible as a tooltip on hover:

<label title="Search Medium">
  <span class="svgIcon"><svg></svg></span>
  <input type="search">
</label>

This is also what Google does on what must be the most visited search form on the web. But the W3C’s WAI tutorial warns against using the title attribute like this:

This approach is generally less reliable and not recommended because some screen readers and assistive technologies do not interpret the title attribute as a replacement for the label element, possibly because the title attribute is often used to provide non-essential information.

Twitter follows the BBC’s pattern of having a label but visually hiding it. They also have some descriptive text for the icon, and that text gets visually hidden too:

<label class="visuallyhidden" for="search-query">Search query</label>
<input id="search-query" placeholder="Search Twitter" type="text">
<span class="search-icon>
  <button type="submit" class="Icon" tabindex="-1">
    <span class="visuallyhidden">Search Twitter</span>
  </button>
</span>

Here’s their CSS for hiding those bits of text—it’s very similar to the BBC’s:

.visuallyhidden {
  border: 0;
  clip: rect(0 0 0 0);
  height: 1px;
  margin: -1px;
  overflow: hidden;
  padding: 0;
  position: absolute;
  width: 1px;
}

That’s exactly the CSS recommended in the W3C’s WAI tutorial.

Flickr have gone with the aria-label pattern as recommended in that W3C WAI tutorial:

<input placeholder="Photos, people, or groups" aria-label="Search" type="text">
<input type="submit" value="Search">

Interestingly, neither Twitter or Flickr are using type="search" on the input elements. I’m guessing this is probably because of frustrations with trying to undo the default styles that some browsers apply to input type="search" fields. Seems a shame though.

Instagram also doesn’t use type="search" and makes no attempt to expose any kind of accessible label:

<input type="text" placeholder="Search">
<span class="coreSpriteSearchIcon"></span>

Same with Tumblr:

<input tabindex="1" type="text" name="q" id="search_query" placeholder="Search Tumblr" autocomplete="off" required="required">

…although the search form itself does have role="search" applied to it. Perhaps that helps to mitigate the lack of a clear label?

After that whistle-stop tour of a few of the web’s unlabelled search forms, it looks like the options are:

  • a visually-hidden label element,
  • an aria-label attribute,
  • a title attribute, or
  • associate some text using aria-labelledby.

But that last one needs some testing.

Update: Emil did some testing. Looks like all screen-reader/browser combinations will read the associated text.

Indie web building blocks

I was back in Nürnberg last week for the second border:none. Joschi tried an interesting format for this year’s event. The first day was a small conference-like gathering with an interesting mix of speakers, but the second day was much more collaborative, with people working together in “creator units”—part workshop, part round-table discussion.

I teamed up with Aaron to lead the session on all things indie web. It turned out to be a lot of fun. Throughout the day, we introduced the little building blocks, one by one. By the end of the day, it was amazing to see how much progress people made by taking this layered approach of small pieces, loosely stacked.

relme

The first step is: do you have a domain name?

Okay, next step: are you linking from that domain to other profiles of you on the web? Twitter, Instagram, Github, Dribbble, whatever. If so, here’s the first bit of hands-on work: add rel="me" to those links.

<a rel="me" href="https://twitter.com/adactio">Twitter</a>
<a rel="me" href="https://github.com/adactio">Github</a>
<a rel="me" href="https://www.flickr.com/people/adactio">Flickr</a>

If you don’t have any profiles on other sites, you can still mark up your telephone number or email address with rel="me". You might want to do this in a link element in the head of your HTML.

<link rel="me" href="mailto:jeremy@adactio.com" />
<link rel="me" href="sms:+447792069292" />

IndieAuth

As soon as you’ve done that, you can make use of IndieAuth. This is a technique that demonstrates a recurring theme in indie web building blocks: take advantage of the strengths of existing third-party sites. In this case, IndieAuth piggybacks on top of the fact that many third-party sites have some kind of authentication mechanism, usually through OAuth. The fact that you’re “claiming” a profile on a third-party site using rel="me"—and the third-party profile in turn links back to your site—means that we can use all the smart work that went into their authentication flow.

You can see IndieAuth in action by logging into the Indie Web Camp wiki. It’s pretty nifty.

If you’ve used rel="me" to link to a profile on something like Twitter, Github, or Flickr, you can authenticate with their OAuth flow. If you’ve used rel="me" for your email address or phone number, you can authenticate by email or SMS.

h-entry

Next question: are you publishing stuff on your site? If so, mark it up using h-entry. This involves adding a few classes to your existing markup.

<article class="h-entry">
  <div class="e-content">
    <p>Having fun with @aaronpk, helping @border_none attendees mark up their sites with rel="me" links, h-entry classes, and webmention endpoints.</p>
  </div>
  <time class="dt-published" datetime="2014-10-18 08:42:37">8:42am</time>
</article>

Now, the reason for doing this isn’t for some theoretical benefit from search engines, or browsers, but simply to make the content you’re publishing machine-parsable (which will come in handy in the next steps).

Aaron published a note on his website, inviting everyone to leave a comment. The trick is though, to leave a comment on Aaron’s site, you need to publish it on your own site.

Webmention

Here’s my response to Aaron’s post. As well as being published on my own site, it also shows up on Aaron’s. That’s because I sent a webmention to Aaron.

Webmention is basically a reimplementation of pingback, but without any of the XML silliness; it’s just a POST request with two values—the URL of the origin post, and the URL of the response.

My site doesn’t automatically send webmentions to any links I reference in my posts—I should really fix that—but that’s okay; Aaron—like me—has a form under each of his posts where you can paste in the URL of your response.

This is where those h-entry classes come in. If your post is marked up with h-entry, then it can be parsed to figure out which bit of your post is the body, which bit is the author, and so on. If your response isn’t marked up as h-entry, Aaron just displays a link back to your post. But if it is marked up in h-entry, Aaron can show the whole post on his site.

Okay. By this point, we’ve already come really far, and all people had to do was edit their HTML to add some rel attributes and class values.

For true site-to-site communication, you’ll need to have a webmention endpoint. That’s a bit trickier to add to your own site; it requires some programming. Here’s my minimum viable webmention that I wrote in PHP. But there are plenty of existing implentations you can use, like this webmention plug-in for WordPress.

Or you could request an account on webmention.io, which is basically webmention-as-a-service. Handy!

Once you have a webmention endpoint, you can point to it from the head of your HTML using a link element:

<link rel="mention" href="https://adactio.com/webmention" />

Now you can receive responses to your posts.

Here’s the really cool bit: if you sign up for Bridgy, you can start receiving responses from third-party sites like Twitter, Facebook, etc. Bridgy just needs to know who you are on those networks, looks at your website, and figures everything out from there. And it automatically turns the responses from those networks into h-entry. It feels like magic!

Here are responses from Twitter to my posts, as captured by Bridgy.

POSSE

That was mostly what Aaron and I covered in our one-day introduction to the indie web. I think that’s pretty good going.

The next step would be implementing the idea of POSSE: Publish on your Own Site, Syndicate Elsewhere.

You could do this using something as simple as If This, Then That e.g. everytime something crops up in your RSS feed, post it to Twitter, or Facebook, or both. If you don’t have an RSS feed, don’t worry: because you’re already marking your HTML up in h-entry, it can be converted to RSS easily.

I’m doing my own POSSEing to Twitter, which I’ve written about already. Since then, I’ve also started publishing photos here, which I sometimes POSSE to Twitter, and always POSSE to Flickr. Here’s my code for posting to Flickr.

I’d really like to POSSE my photos to Instagram, but that’s impossible. Instagram is a data roach-motel. The API provides no method for posting photos. The only way to post a picture to Instagram is with the Instagram app.

My only option is to do the opposite of POSSEing, which is PESOS: Publish Elsewhere, and Syndicate to your Own Site. To do that, I need to have an endpoint on my own site that can receive posts.

Micropub

Working side by side with Aaron at border:none inspired me to finally implement one more indie web building block I needed: micropub.

Having a micropub endpoint here on my own site means that I can publish from third-party sites …or even from native apps. The reason why I didn’t have one already was that I thought it would be really complicated to implement. But it turns out that, once again, the trick is to let other services do all the hard work.

First of all, I need to have something to manage authentication. Well, I already have that with IndieAuth. I got that for free just by adding rel="me" to my links to other profiles. So now I can declare indieauth.com as my authorization endpoint in the head of my HTML:

<link rel="authorization_endpoint" href="https://indieauth.com/auth" />

Now I need some way of creating and issuing authentation tokens. See what I mean about it sounding like hard work? Creating a token endpoint seems complicated.

But once again, someone else has done the hard work so I don’t have to. Tokens-as-a-service:

<link rel="token_endpoint" href="https://tokens.indieauth.com/token" />

The last piece of the puzzle is to point to my own micropub endpoint:

<link rel="micropub" href="https://adactio.com/micropub" />

That URL is where I will receive posts from third-party sites and apps (sent through a POST request with an access token in the header). It’s up to me to verify that the post is authenticated properly with a valid access token. Here’s the PHP code I’m using.

It wasn’t nearly as complicated as I thought it would be. By the time a post and a token hits the micropub endpoint, most of the hard work has already been done (authenticating, issuing a token, etc.). But there are still a few steps that I have to do:

  1. Make a GET request (I’m using cURL) back to the token endpoint I specified—sending the access token I’ve been sent in a header—verifying the token.
  2. Check that the “me” value that I get back corresponds to my identity, which is https://adactio.com
  3. Take the h-entry values that have been sent as POST variables and create a new post on my site.

I tested my micropub endpoint using Quill, a nice little posting interface that Aaron built. It comes with great documentation, including a guide to creating a micropub endpoint.

It worked.

Here’s another example: Ben Roberts has a posting interface that publishes to micropub, which means I can authenticate myself and post to my site from his interface.

Finally, there’s OwnYourGram, a service that monitors your Instagram account and posts to your micropub endpoint whenever there’s a new photo.

That worked too. And I can also hook up Bridgy to my Instagram account so that any activity on my Instagram photos also gets sent to my webmention endpoint.

Indie Web Camp

Each one of these building blocks unlocks greater and greater power:

Each one of those building blocks you implement unlocks more and more powerful tools:

But its worth remembering that these are just implementation details. What really matters is that you’re publishing your stuff on your website. If you want to use different formats and protocols to do that, that’s absolutely fine. The whole point is that this is the independent web—you can do whatever you please on your own website.

Still, if you decide to start using these tools and technologies, you’ll get the benefit of all the other people who are working on this stuff. If you have the chance to attend an Indie Web Camp, you should definitely take it: I’m always amazed by how much is accomplished in one weekend.

Some people have started referring to the indie web movement. I understand where they’re coming from; it certainly looks like a “movement” from the outside, and if you attend an Indie Web Camp, there’s a great spirit of sharing. But my underlying motivations are entirely selfish. In the same way that I don’t really care about particular formats or protocols, I don’t really care about being part of any kind of “movement.” I care about my website.

As it happens, my selfish motivations align perfectly with the principles of an indie web.