Publishers want maximum interaction, but don't want to choose which network to post on. They prefer posting once on their domain and having it automatically syndicate to various networks, like Twitter and Tumblr. Plugins for WordPress can bring in Twitter replies. Additionally, it should be easy for websites to communicate with each other, similar to how it works with monolithic domain architectures. While some argue against the posse idea, claiming that syndication doesn't work seamlessly across all platforms, it's important to recognize that different networks have different norms and requirements.