Welcome to The Social Media Journal! I’m excited to be back for the second edition of the newsletter where I talk all things social media. This week, we’re breaking down Bluesky and some strategies to help you grow on this “new” platform. I know it’s not technically new anymore, but it’s been gaining a lot of steam in the past couple months.

On a somewhat related note, in this week’s editorial, I get into whether or not it’s worth leaving certain social media platforms. I focus on more of a company/brand social media point of view because I don’t want to get too personal. Everyone has their own personal reasons for wanting to leave/stay on certain platforms, but sometimes it’s still valuable for your company, regardless of your personal views.

So let’s go ahead and jump into my Bluesky overview!

Bluesky Background and Strategies for Success

Bluesky emerged as a front runner to “takeover” X. It is a decentralized social media platform founded by Jack Dorsey, the co-founder of Twitter. His vision was to create a more open and user-controlled social media experience. The platform was initially conceived as a response to growing concerns about centralized social media control, aiming to provide users with more transparency and individual agency in their online interactions.

Unlike traditional social media platforms, Bluesky operates on a federated protocol called the Authenticated Transfer Protocol (ATP), which allows for greater user autonomy. This means users can potentially migrate between different servers while maintaining their social connections, a revolutionary approach that challenges the walled-garden model of existing social networks.

Since its public launch in early 2023, BlueSky has experienced remarkable growth, particularly after attracting high-profile users seeking an alternative to other social platforms, mainly X/Twitter. The invite-only model initially created a sense of exclusivity, driving significant interest and organic user acquisition.

Now that it’s more open, how can you grow on Bluesky? Short answer: engage as much as possible while it’s still hot.

Here’s a breakdown of more in-depth strategies:

1. Content Authenticity: Unlike algorithmic-driven platforms, Bluesky rewards genuine, meaningful content. Focus on creating posts that spark conversation, share unique perspectives, and provide value to your audience. The platform's user base appreciates substantive interactions over viral, shallow content.

2. Community Engagement: Bluesky's architecture encourages direct community building. Engage actively with other users through thoughtful comments, reposts, and collaborative discussions. The platform's design makes meaningful interaction more straightforward compared to algorithm-heavy social networks.

3. Niche Expertise: Identify and contribute to specific topic-based communities within Bluesky. Whether you're a professional, creator, or enthusiast, establishing yourself as a knowledgeable contributor in a particular domain can help you build a dedicated following.

4. Cross-Platform Promotion: While growing your BlueSky presence, strategically promote your account on other social platforms. It’s not uncommon to see people’s Bluesky usernames as their profile names on X currently. If you’re trying to grow, it’s not a bad idea!

Things to consider:

As a decentralized platform, BlueSky offers users more control over their data and social graph. Understanding the ATP protocol and how federated social networking functions can give you a strategic advantage in navigating and leveraging the platform.

Bluesky represents more than just another social media platform—it's a potential paradigm shift in how we go about online social interactions. Its commitment to open-source development and user empowerment really sets it apart as an intriguing alternative to X and other platforms.

Like all new social media platforms that emerge, I always encourage you to commit to it for a few months. Go all-in. Engage, post more frequently than you do on other platforms, really give it a shot. These platforms like to boost engagement in the “early days,” so take advantage of it to grow your influence sooner rather than later.

Have any questions about Bluesky? Send me an email!

Platform updates

• Can Bluesky Compete With Other Twitter-alternatives?

• X to Start Labeling Parody Accounts

• Using AI to Create Engaging Social Posts

• Posting Tips to Grow Your LinkedIn Community

• Threads Rolls Out Custom Feeds

This Week’s Social Media Meme

In case you haven’t been on social media at all today…

When Personal Feelings Meet Professional Strategy

Let's get real for a moment. In the digital thunderdome of social media, it's tempting to slam the metaphorical door shut when platform leadership makes choices that make your blood boil. But here's a spicy truth bomb: sometimes, staying put is the smartest move your brand can make.

Picture this: You're scrolling through platform metrics, and despite all the drama swirling around leadership, your engagement rates are singing. Impressions are climbing, followers are interacting, and your content is hitting that sweet spot of algorithmic gold. Are you really going to walk away from a captive audience because of administrative heartburn?

Spoiler alert: Probably not.

Social media isn't just about who's running the show behind the curtain. It's about connection. It's about reaching those eyeballs, sparking conversations, and keeping your brand's digital pulse racing. When your metrics are healthy, jumping ship isn't just risky—it's potentially catastrophic.

I’ll be blunt: Your personal Twitter (sorry, X) rage is not your company's brand strategy.

Social media managers live in a fascinating world where personal indignation must waltz with professional pragmatism. You might despise every tweet from the platform's leadership, but if your target audience is still hanging out, scrolling, and engaging? That's your battlefield.

Think of it like a crowded marketplace. Would you close your shop because you don't like the market owner's politics? Nope. You'd stay where the customers are.

Walking away from a platform with high engagement is like throwing away a winning lottery ticket because you don't like the color of the envelope. Your competitors will gleefully scoop up the audience you've abandoned.

Some quick math:

• High engagement = Potential customers

• Potential customers = Revenue opportunities

• Abandoned platform = Missed opportunities

This doesn't mean blind loyalty. It means strategic flexibility. Monitor your metrics. Watch your audience. Be ready to adapt, but don't make knee-jerk decisions based on momentary platform turbulence.

Your job isn't to make a statement. Your job is to connect, engage, and grow.

Personal feelings are valid. Platform leadership decisions can be infuriating. Trust me, i understand all the reasoning to want to disengage from X for personal reasons. But in the world of digital marketing, emotion is a luxury your balance sheet can't always afford.

Stay sharp. Stay strategic. And most importantly, stay where your audience lives.

Looking For More?

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