Syndicating content from your website to other platforms should be a two-way process:

When it comes to maintaining many different networks, Mullenweg thinks, ultimately, POSSE is a user interface problem. And a solvable one. “I’ve been thinking a lot about what’s the right UI for this,” he says. “I think there might be something like, the first step is posting to my blog, and the second step is I get some opportunities to customize it for each network.” Where POSSE has gone wrong so far, he says, is by trying to automate everything. “I’m really into this two- or three-step publishing process to get around this.”

Posting a piece and syndicating it everywhere are two related but separate steps in the publishing process. Fully automated syndication solutions often reduce the second step to posting the headline and a link it to some social-media silo. But pieces generate more interest if the social media post provides context. Outline the premise of your writing in a sentence or summarise your thoughts in 280 characters. Syndication tools should be designed in a way that takes this into account.