Bluesky should be on the radar for PR professionals

Social media platform Bluesky has been bubbling away for a few years, but has suddenly exploded, with more than 20 million users as of late November 2024. It was set up by Twitter (now X) founder Jack Dorsey and retains a lot of the aesthetic and function of older versions of Twitter than old hands like me are nostalgic for. 

Bluesky is now a credible rival to X as a real-time source of engagement. The network does not ‘punish’ links algorithmically, so brands and content creators can still enjoy exposure for their links. Also, the platform does is not training any artificial intelligence (AI) machines, unlike other platforms.  

Crucially – and it’s sad that this is necessary – Bluesky makes it easy for users to block users and is increasing monitoring, helping – it hopes – to create a safer space for genuine engagement. Users have plenty of options to moderate what they see and there are loads of ‘Starter Packs’ and lists for new users to get into. There are also tools out there that help you find your followers from X so you can connect with them on Bluesky. 

Many brands are re-evaluating their use of X, so Bluesky offers an alternative. I’ve been on since the invitation-only days and have seen a definite uptick in both the amount of activity and the quality of conversation over there in recent weeks. It’s now my go-to social network for real-time engagement. 

What does this migration mean for brands? It’s early days, but as someone who was there first time around on Twitter in its nascent growth stage, I believe the key learnings are to secure your brand identity before anyone else does and start working on a strategy of how Bluesky fits into your marketing mix. 

I lead the PRCA training webinar on Bluesky for PR professionals, which replaces the old X training session I used to run. 

Over the 60-minute webinar, attendees will learn: 

• What is Bluesky and why does it matter? 

• How to navigate Bluesky 

• How to build a following and brand on Bluesky 

• How to connect with your audience from X 

• How to follow trends and topics 

• How to build a content strategy on Bluesky 

• Best practice with examples from brands and expert communicators 

• How to measure impact 

The course is aimed at PR practitioners and social media managers who are looking to add Bluesky to their marketing mix. 

Does that sound like you or your team? Sign up! 

In the meantime, let’s connect on Bluesky – per my old account on X, I am CMRLee. 

Chris Lee is the founder of content and copywriting consultancy, Eight Moon Media.