This post is dedicated to Aaron Jorbin, who donated to help me get to WCSF. Aaron knows that haters gone hate and never lets that stop him. Also: We’ll always have schwarma.
There is a reason people call me a Tin Foil Hat. First, I do have a small tinfoil square in my hat (as a joke) but also I have a ‘thing’ about owning my own data, which in turn has surprisingly helped my ‘SEO’ and ‘brand’ over the years.
While I often cross post links to my content on other sites like Twitter, Tumblr, Facebook, Livejournal and Google, my content primarily lives on my sites. I link back and share some content, but the content is mine and it lives with me on my sites that I pay for, maintain, and support. I really like to be in charge of my data and how it behaves. That’s why I crafted my own mailing list from WordPress and RSS2email, why I use Yourls, and pretty much why the only data I ever outsource is analytics, even though I could use my own.
Analytics is funny. I have a lot of tools on my server, but frankly they suck. If someone open sourced GA and I could install it on my server, I’d probably use that. I’ve used all the locally installed Analytics tools, and just never really been fond of the interface. Right now, I have GA on my sites and it’s actually the only Google interface I use, save ‘Webmasters’ which is just there in case I get blacklisted.
You see, I don’t trust Google. I don’t like how they, like Facebook, take all your data. I don’t like their ads which screwed me over big time last year, and I switched to Project Wonderful. I make less money, but I get to approve my ads. Google Ads hit me hard when I said I didn’t want any religious ads on my site. Suddenly my profit went from $60-100 a month to $10-20(For what it’s worth, I make the same money now on Project Wonderful and feel better about the ads.). The point of this is, the larger a company gets, the more funny rules and regulations they end up following. If you read Jane Well’s ‘A Tale of Two Brothers’ and how it relates to construction and development, basically Google started as Brother #2, and are now Brother #1. There’s a time and a place for both brothers, sometimes in the same project. And with each brother, you have a comfort level. Some people love flying by the seat of their pants. Others prefer to have a plan. Some of us just want to wear a hat. This comes into play, for me, when I consider my personal data and content.
One of the schools of thought is that social media is for being social, and your website is for complex, static, content. There is a lot of line blurring these days that didn’t exist back when we just posted on our blogs and replied to comments. Now we can leave comments, or tweet, or share, or a hundred other ways to push our information out there. We have options on how to communicate with our readers. How many of us end up responding to comments on Facebook and Twitter, as well as our blogs? It’s nearly at a point of information overload, and we don’t know where to post this content. There’s clearly a need to balance out your brand promotion and your brand. Will you be diluting your brand by posting all over the place? How do you drive the readers back to your site, engage them, and keep them coming back for more?
This is where you need to own your data.
Obviously it’s a good thing to post to Twitter and Facebook and Google+. These are avenues to connect with people, but you need to follow up on them. Recently I had an odd experience with hotels, where a handful tweeted me, asked for contact info to help me with ‘deals’ and never followed up, except for one, who did email me, and got me a great rate, $40 off their normal ‘low’ rate. Guess which hotel I’ll be using? What made this odder was that they said I could get better rates at their website than at places like Kayak or Orbitz. We all know the pain of a hotel is finding one and comparing prices, right? Travelocity and Orbitz said $167, Kayak said $199. I ended up getting $167 but through the company’s website directly. They cleverly both played the system (getting two of the three sites to show accurate prices) and offering the same deal on theirs. By owning their data and content, and letting these other sites feed into their site, they’ve won. They communicated, they contacted, and they put up accurate information that led me back to their site where, indeed, they made a sale (and the likelihood for a repeat visitor).
Owning your data is controlling your presence. It’s not just remembering not to post that awesome information in just one place, it’s knowing how to ensure that your face is seen, the content is shared, and in no way does it misrepresent you. That last one is why I like to use my own short URLs, and why I dislike Facebook and Google. Think about the advertising on Facebook and Google (and now Twitter). You don’t get to say ‘Never show people ads for things I find reprehensible or scammy.’

There are times when not owning your data is alright, but generally those run towards sharing your social media and any analytics. I mentioned analytics before. It’s not just that I don’t like any of the tools I could install on my server, it’s that Google does it better. There are multiple layers I can peel through, and if you’re an analytic junkie, that’s what you want to use.
Any time you come to a place where you have to decide between owning your own data and letting someone else be the master of your domain, I strongly lean towards self-ownership.



Caveat: You need
The TSA is a funny thing. They make us go through all these hoops and ladders to make it look like we’re safer. They check us for weapons, they check us for bombs in our shoes, and essentially they check for everything they know about. And we call it ‘Security Theater’ because it actually doesn’t make us one inch safer.(If you’re really interested, go read
Recently, someone asked why WordPress doesn’t let you move the wp-admin folder around, and that doing so would be safer. Actually they accused WordPress of being egotistic for not letting you move the folder, and for putting meta info in the source code. But let’s not get into where they’re wrong on that end. Why doesn’t WordPress let you move wp-admin? Certainly they could put the effort into decoupling the various places where it’s hard coded, put in a define you could override, just like we do for 
A lot of us work on projects by ourselves. We’re the ones who build a website, alone. We write a plugin, again alone. When we do colaborate with others in the making of our site and codes, it’s often a cumbersome, kludgy, thing at best. The advent of code management systems like SVN and GIT make the actually coding process easier. Now multiple people can make changes, branch and fork, merge and combine to fix all sorts of problems.
Have you ever had someone else make a change while you’re on vacation and call you in a panic, even though you’re on Bora Bora and have no internet, because this ‘one small tweak’ to the sidebar caused the site to go white, and they closed their file-editor, so they can’t control-z?
Not all of my sites use child themes. In fact, most of them don’t. I work on about 20 WordPress sites and of them I have five child themes, one of which is an unedited child from the theme dev. Even when I have custom-post-types, I rarely need to mess with a child theme, unless it’s needing a special template or page design. That means that most of my child themes are a style sheet, a functions file, and one or two new pages. When I do have to make a child theme, I do my best to make it reusable as much as possible. I have the same child theme on two sites, but they look nothing alike.
Most of what people want to change is CSS. I said it before, I’ll say it again. If you want to change the color of your site, and it’s not included in the theme options, you want to end your CSS. But how, I hear you ask, without a child theme?
Obviously, the first one is for my Custom Post Types. They all live there happily. The second is for anything and everything I’d put in that theme function file. It’s important for me to keep the general functions separate from the theme specific ones, however. In fact, 

I have a slightly selfish reason for worrying about it. I work for a company where using a proxy to get to websites they’ve blocked is grounds for being fired. I’m not the only person who has this concern. The worst part about this is if I went to a site that used a proxy, without telling me, I could get ‘caught’ and fired. Oh sure, I could argue ‘I didn’t know!’ but the fact remains that my job is in jeopardy. This is part of why I hate short-links I can’t trace back. A proxy being ‘right’ or ‘wrong’ doesn’t matter, what matters is the contract I signed that says I will not circumvent the office firewall knowingly. Now I have to be even more careful with every link I click, but the uneducated who don’t know anything about this are at a huge risk.
I do a lot of forum support, and I can easily envision people getting cease-and-desist orders from the Courts, telling them to remove their proxies. I can see webhosts shutting down sites because they don’t want to deal with the hassle, or because their servers happen to be located in a country where the site being proxied is blocked. And without any effort at all, I can see the users, who don’t understand the risk they’re getting into by running this proxy, screaming their heads off and blaming WordPress because they are uneducated. They’re not stupid, and they’re not evil, they just don’t see the big picture.