Homesteading on the indie web
markmhendrickson.com
markmhendrickson.com
Participating in sites like Twitter, HN, G++, and perhaps Facebook has always, at least for me, been about getting pointed towards interesting information - basically to help find an hours worth of interesting and useful technical reading each day. It is not about creating a personal brand or identity. I think this is the right approach so I agree with the article.
So, have your own domain, make your blog a subdomain, communicate about what most interests you, etc.