#Macroblogging & #Passionkillers – a definition & manifesto; Macroblogging is a social network activity performed by …


Macroblogging is a social network activity performed by someone who re-homes the majority of his social network updates – status updates, Likes, +1s, and other creative content – as postings on a non-mainstream blog-like platform, subsequently re-using his mainstream social networks (aka: stovepipes) to distribute links to this content.

The technical goal of macroblogging is for the macroblogger to obtain greater control over the format, structure and inclusion (eg: of video) of content that he creates, and for him to retain control over that content in the long term.

The human goal of macroblogging is to focus the macroblogger’s energy on better, more cohesive and elegant communication.


Macrobloggers are not in control of how readers will respond to their postings; albeit he may have posted to his macroblog, responses to that posting may include Tweets, Facebook comments, and other feedback provided within these individual stovepipes.

Macrobloggers should not be assholes about this; if someone tweets a response then do reply in kind; don’t get in a hissy-fit that someone hasn’t worked out that they can comment directly upon blog postings – it would be rude to criticise someone who has bothered to respond at all.


What constitutes a stovepipe?

  • Twitter, Facebook and Google+ are clearly stovepipes, and so is LinkedIn.
  • Tumblr and Posterous? Probably stovepipes.
  • WordPress.com? Perhaps, or perhaps not.
  • WordPress.org personal blogs? Probably not stovepipes.

Requirements for not being a stovepipe include:

  1. ability to completely customise look and feel for the visitor
  2. ability to post arbitrary content – text, image, audio, video, zip, even PDF – of arbitrary size
  3. ability to completely back up all content in original formats
  4. freedom to define (if desired) concepts of privileged third-party read/read-write access to content
  5. freedom from content-level editorialising by third parties
  6. freedom to delete the macroblog in its entirety

Corollary to the latter two requirements:

  • executive authority over the domain name used to access the macroblog.

Don’t get too anal about stovepipes – someone who is arguing about this is not spending enough time blogging about other stuff such as “the importance of macroblogging”.


  • Macroblog blog post titles may be as long as you like
  • Macroblog blog post bodies may be as short as you like
  • Macroblog posts may contain what you like
  • Macroblog blog post titles will provide hyperlinks back to the original macroblog post, once submitted to stovepipes


Macroblogging is partly about regaining control over your own data; but mostly it’s about the avoidance of passionkillers – that if you tweet about something then your drive to communicate may be lessened without providing the closure or completeness which would come from more complete communication.

Further: with the preponderance of stovepipes the question is which stovepipe should I choose, to alienate the least number of people with whom I communicate?

Macroblogging’s answer is choose none of them, and instead use the whole web.


I needed a word for it – I believe that this will take-off in the next year or two.

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