Sick of social media? Listen to Sherlock Holmes then
For the overwhelming majority of their users, current social media are just a waste of time in the best - but way too rare - possible case, and an endless source of more or less conscious anxieties and political polarization in all the others.
If this is true, and I challenge everybody to say it isn’t, why it’s so hard to do without social media? For today’s teenagers, the reason is simple: they don’t know any other way of living, because their parents unconsciously made that one BIG mistake that would be so easy to avoid. For everybody else, the answer is totally different, but equally simple.
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For more technically-savy readers, that answer is that “data portability” without true adversarial interoperability is just a useless joke.
The plain language version of the same answer is that almost nobody leaves Facebook (or any other similar platform, of course) for a better platform, because if they did Facebook would not allow them to communicate with their contacts who are still on Facebook, and current laws allow Facebook do it.
What’s worse, this leads countless people with valuable things to share - including famous scientists - to follow the suicidal practice to only publish inside those walled gardens, which means they’ll lose everything, or will have to republish everything from scratch, the moment those gardens will go out of business, or just freeze their accounts just because they can.
Please note that our collective tolerance of this kind of “network effect” lets the owners of these services spy and profile even people that don’t use them. Meta and Alphabet can profile me, even if I don’t use WhatsApp and Gmail, because:
by simply comparing which people have me in their phonebook, Meta may make plausible assumptions about where I live, my income bracket, political position and so on (that’s why I call WhatsApp one of the rudest things people unconsciously do online)
Alphabet can easily read MY email, because “Gmail has all of YOUR inboxes”

More than twelve years ago I made a proposal to solve all this mess. Since all the other projects in the same space I’ve seen since 2013 have failed to reach critical mass, there still is a small probability that my idea may be less unfeasible than the others, and since I just received important feedback from an expert… here it is again, feedback included. Keep reading to know what it is, but before you ask: I could never make of my idea more than a proposal myself for all the reasons I abundantly explained elsewhere, but few things would make me happier than seeing others making it happen, obviously giving credits where credit is due.
A saner way to be online
The only way to keep all your communications and content under one permanent roof, that will remain accessible under your control unless the whole Web disappears is to store and manage them as one bubble of data, services and content with its own web domain name of your choice, like e.g. YourNameAndSurname.com. I call this “percloud”, as shortcut for “PERmanent, PERsonal Cloud”.
Concretely, your percloud would look, feel and work like a turn-key personal website with whatever domain name you chose, in which you could:
publish or store privately every kind of content you want (text, images, audio, video...), and share it as God intended, that is RSS
discuss what you publish with visitors, under your Terms of service
read all the news you want from any possible source in one, 100% private window, without ads, distractions, censorship and spying
manage in the same way all your digital communications, be they email, instant messaging or video calls
Of course, the same person may have as many perclouds she wants, to e.g. keep their personal and professional online activities completely separate. In any case, the domain name is absolutely essential. Only if your bubble of bits has such a name it’s permanent and is really yours, that is: it is a percloud.
This is because, without the domain name, all links to your material and all your communication accounts would became unreachable if you moved your bits to another internet server. With a domain name that you own, instead, you could host and move your bubble of bits on a different home computer or data center every year, and everything (including your email address!) would remain reachable at the same address, without any lock-in.
The easiest introduction to what a percloud is and how it would work in practice are in these few, easy slides. The main purpose of this post is to lay out the three main pieces that are needed to make perclouds happen.
Reading Suggestion: the technical piece, that is development, testing, integration and maintenance of the necessary software is orders of magnitude easier than the others, but is obviously... technical. If you aren’t a software developer, just skip that part and go directly to the last section from the NextCloud co-founder.
The first two things needed to make perclouds happen
1: Lobbying/political/consumer action to force Facebook etc.. to make their platforms interoperable, so that, for example, a Facebook or Instagram user may read all her notifications and write to her FB wall without using the FB/Instagram apps or websites. This is what “adversarial interoperability” means. You can read more about it in these posts.
2: hosting providers willing to host perclouds for all the millions of people who will never host them themselves for all sorts of valid reasons, and offering online interfaces that make set up one’s percloud a bit longer, but just as simple as getting a Facebook account.
Please please please do lobby for these two changes as much as you can, from your political representatives to your school or consumer association. Make them happen, and things will change.
What about the money? One of the most valid objections to the proposal is that perclouds could never be 100% “free as in free beer”. They may cost just a few tens of Euros a year, but “few” could still be too much for many people, not to mention way more of a psychological obstacle. I agree, but then again... hosting and connectivity cost so much less compared to 2013 that I feel this is much less of an issue than it was when I first had the idea.
On one hand, this is an age in which many people have already become used to paid subscriptions to more expensive services. This is also an age in which even many homeless people or migrants coming on rowboats have a smartphone: I dare say that adding to the money they already pay for connectivity a probably smaller sum for a percloud would be an affordable, if not welcome option for many such people, starting from those whose online communications through today’s social media would be censored, or be a risk for them and their relatives at home.
On the other hand, offering percloud hosting may well be a service that universities and other organization could offer to all their members for free or at heavily discounted prices. So... don’t worry too much. Stranger things have happened, so keep reading!
Please SHARE this! We need more discourse about what’s really needed to fix social media!
The easiest part, that is the software
A percloud should be...
3: a 100% FOSS Linux container containing a version of the NextCloud self-hosting platform, packaged and configured as follow, plus all the auxiliary software needed to offer these services:
appear from the outside as one domain, configurable by its owner at time of activation, e.g mynameandsurname.com
file hosting, calendar, email client, contacts management, bookmarks, RSS reader, video calls... all by NextCloud plugins
simple blogging, either via NextCloud plugins, or with integration with Hugo or similar static website generators, but with support for user comments
fediverse clients for Mastodon, BlueSky, possibly others
clients to interact with FB and other services, as outlined above
backend servers for:
email, preconfigured with DKIM and all the other “accessories” needed to minimize incoming spam and pass the anti spam filters of other providers
regular backups
software updates
add whatever I forgot in the comments, thanks
What a co-founder of Nextcloud has to say about the percloud
I asked Jos Poortvliet, Co-founder and, Director of Communications at NextCloud, what he thinks of the percloud. Here is what he answered, with his permission, and really minimal edits by me for readability:
Ah, cool concept. Great vision and idea.. Sounds a bit like freedombox, but more portable then.
In a way, we at NextCloud designed our All-In-One Docker container to be this, from a functional point of view: a simple, self-contained, easy to use, movable “box” that gives you full control over your data and offers all the functionality you get from the big tech cloud services.
For the social media integration, there is the Nextcloud Social app which is fediverse-compatible - sadly, the application is not very well maintained. Volunteers and contributions would be very welcome!
Of course, there are some technical challenges around bringing your domain from one vendor to another, but, as part of the EuroStack initiative and the Sovereign European Cloud API, perhaps this could be achieved. Of course those initiatives currently aim at a business/gov’t level, not for consumers.
Sadly, due to the lack of interest by most private individuals, it can be hard to get the resources and interest of hosting providers to make this happen.
And a similarly big challenge will be the interoperability with existing services - from MS 365 to Facebook. Technically, recent EU regulations around the DMA and DSA should enforce a greater degree of interoperability.
In practice, I expect it to go like with the ‘open’ fileformat OOXML by Microsoft: open in theory, in practice, good luck. Maliscous compliance is the name of the game.
Final comments and requests, to programmers and everybody else:
I am really happy for Poortvliet’s feedback, because he basically confirms that the biggest obstacles are regulation and support from hosting providers, that is obstacles that every citizen of every country may help overcome with lobbying, petitions, consumer pressure and similar means. For speaking, writing or consulting on these topics, please email me! To support more writing here on this, or other important topics, thanks for considering a paid subscription, or supporting me in any of the other ways described here.
If you can code… thanks in advance for helping with any of the software points described above. Speaking as a non-programmer, the parts I’d like to see first because I’d use them right away for my own websites are the NextCloud plugins and comments for Hugo, but any contribution would be good. For further discussions about the technical issues, please email me!
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