Introduction to Bluesky, the New Social Media Network

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Introduction

Bluesky, the new decentralized social media platform, has captured recent attention as a potential alternative to traditional social networks. Emerging from a project initiated by Twitter’s co-founder Jack Dorsey, Bluesky aims to revolutionize social networking by prioritizing user control, data privacy, and decentralized operations.

Brands actively posting organically on Bluesky tend to be early adopters and are mostly publisher/media names like The New York Times, Hulu, and Netflix. Other brands, such as Red Bull and Xbox, appear to have reserved their handles but are less active.

History and Background

Bluesky was conceptualized as a decentralized social network, allowing users to control their data and algorithms. Unlike centralized platforms like Twitter, Bluesky operates on the Authenticated Transfer Protocol (AT Protocol), enabling interoperability across platforms and networks. This protocol allows users to move their data and profiles between servers, customize their content algorithms, and foster a more connected and open social web.

Audience/Membership Size

Bluesky opened its doors to the public in early 2024, eliminating the need for invite codes and making the platform accessible to anyone. With a growing user base that currently includes approximately 20 million users, it is gaining traction among tech-savvy audiences and niche communities.

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Comparison to Twitter, Threads, and Mastodon

Bluesky distinguishes itself from traditional platforms like Twitter and Threads by operating on a decentralized model. While Mastodon also uses decentralization, your Mastodon account is tied to a specific server, which could leave you vulnerable if the server shuts down or bans your account. Bluesky, on the other hand, gives users complete ownership of their accounts through the AT Protocol. This flexibility allows users to transfer their accounts, followers, and data to other servers seamlessly, ensuring continuity and safeguarding their presence.

Brand Safety, Spam, and Legal Challenges

Bluesky currently lacks a business verification system, which has opened the door for impersonators. For instance, handles like @cocacolagb (an expletive-filled parody claiming to be the official brand account) and @facebook (used to “troll the libs”) highlight the risks of unverified brand representation. This underscores the importance of securing your brand’s handle early, even if you’re not ready to engage on the platform.

Overview of How to Use Bluesky

Setting Up Your App/Account

Download the Bluesky app (iOS or Android) and sign up directly on the platform. Create a brand-focused handle and connect it to your website’s domain for authenticity.

Profile Optimization

Add a professional logo, an engaging bio, and relevant links. Incorporate consistent branding elements to align with your existing online presence.

Here’s our profile for reference: https://bsky.app/profile/viziondotcom.bsky.social

Engagement Strategies

• Hashtags: Bluesky supports hashtags, though their popularity is still growing.
• Search: Limited but improving; relevant keywords can enhance discoverability.
• Character Limits: Posts are capped at 300 characters, encouraging concise messaging.
• Scheduling Posts: Currently unsupported natively; third-party tools can help. Bluesky has partnered with Buffer, a social media toolkit with scheduling and cross-posting features.
• Direct Messages: Bluesky offers basic private messaging capabilities.
• Feeds: Users can curate their feeds using community-generated algorithms, allowing more personalized content experiences.
• Starter Packs: Onboarding guides help users engage with trending communities.
• Lists: Categorize followers or communities for targeted engagement.
• Blocking/Banning: Robust tools allow users to block and ban problematic accounts.
• Abuse Reporting: A decentralized reporting system supports community moderation.

Competitive Insights and Social Media Audits:

• Conduct searches to analyze industry trends or hashtags relevant to your brand.
• Identify competitor activity to understand their engagement strategies.
• Audit your current social media content and adapt to Bluesky’s unique user base.

Advertising Options on Bluesky

Bluesky currently lacks formal advertising tools, as it intends to use premium subscription services that allow for longer messages and higher quality video to generate revenue, but brands can leverage organic engagement strategies, partnerships with influencers on the platform, and native content to reach audiences.

Tracking Engagement and Performance

Due to the absence of native analytics or referrer data, brands should rely on UTM parameters and shortened links to track performance. Tools like Google Analytics can provide insights into referral traffic and conversions from Bluesky posts.

Conclusion

Brand Protection

Establishing a Bluesky profile now ensures your brand secures its presence and identity on the platform.

Should You Invest Time and Resources?

For most brands, Bluesky is a “wait and see” platform. However, its innovative features like the AT Protocol make it worth monitoring. This protocol’s emphasis on decentralization, interoperability, and user control offers potential advantages that could shape the future of social networking.

By staying informed and prepared, your brand can position itself to leverage Bluesky effectively if and when it becomes a critical player in the social media ecosystem.

If you’d like to discuss how Vizion can help your brand strategize for Bluesky or other emerging platforms, contact us today!