The indie web, its called. Made up of the people who got tired of talking about these concepts and decided to start doing something about them.
I first heard about them on one of my weekly must-hear podcasts, In Beta (episode 90). Then a guest on another webcast I enjoy regularly - This Week in Google #241 - brought it up near the end. (TWiG actually just dedicated most of an episode to it - #266.)
I always viewed blogging (at least my blog) as a spot for thoughts that skewed toward longform writing, that could not be fleshed out in a short snippet. The indie web, however, encourages tweet-length thoughts as well as longer posts, which can then be syndicated to whatever social network you choose. The point is to not keep those thoughts siloed somewhere that may eventually shut down or change their policies, but to control your online identity, on your own terms. You can build your own tools, or you can browse the IndieWeb site to find something pre-built to use on your site.
But how will people see these posts if they are on Facebook or Twitter? Well, they thought of that too. POSSE stands for Post (on your) Own Site, Syndicate Elsewhere. By syndicating, your non-IndieWeb friends will still get to see what you are up to. And using the webmention protocol, comments and replies will be pulled back into your own site as well.
If you are feeling less brave, one of the higher-profile indie web tools just launched a beta. It is called Known, and it has been treating me well so far. I look forward to their hosted/beta service adding a Wordpress plugin. But if I did my work right, you should see my Known post about this article down below.
TL;DR: if you see anything oddly formatted posts on my site or one of my social profiles, it is probably an attempt at implementing one of the Indie Web projects. Maybe if you are getting wary of Facebook and you’re looking for a technically-inclined side project, you should check it out too.