With X (formerly Twitter) facing criticism and decline, many professionals are exploring alternatives like Bluesky. This decentralized platform is demonstrating strong results so far—but is it worth your time and effort?
Bluesky’s cleaner interface, higher engagement rates, and customizable experience make it appealing to savvy professionals. Many lawyers are already using it to share thought leadership, discuss legal trends, and build relationships in a less crowded, troll-free environment.
This article breaks down what Bluesky is, how law firms are using it, and whether Bluesky could be a smart move for your law firm.
What is Bluesky?
Bluesky is a microblogging platform similar to 𝕏 (formerly Twitter) but with key differences.
Launched: Invite-only until February 2024, now open to all.
# of users: 27 million+
Unique features: Built on the open-source, decentralized AT (Authenticated Transfer) Protocol.
Why it stands out: Cleaner interface, less noise, more meaningful engagement.
At the moment, you can find lawyers, firms, and law organizations of all sizes such as Thompsons Solicitors in the UK and ZwillGen in DC using Bluesky to connect with potential clients and industry leaders.
If you’re looking for a fresh way to share your legal expertise and build connections, Bluesky is a powerful opportunity.
Though it’s still a young platform, Bluesky is robust and popular—for very good reason.
Unique features of Bluesky
High engagement: According to USA Today and other publishers who’ve experimented, engagement rates are reportedly 3-4x higher on Bluesky than on Threads or 𝕏.
Excellent user curation: On Bluesky, you can curate your feed to connect with relevant audiences. You can actually choose your algorithm from a marketplace.
More control, fewer trolls: You have more control over your threads on Bluesky, thanks to anti-toxicity features. Hide replies, detach your posts from trolls who quote you, and more.
How law firms are currently using Bluesky
We’re seeing a lot of individual attorneys, law professors, and legal scholars on Bluesky now—rather than Big Law. Individual accounts make sense, given the conversational and peer-to-peer tone of Bluesky at this moment in the platform’s development.
The law community on Bluesky right now is a relatively intimate community built around thought leadership, social commentary, and relationship building.
Using Bluesky as a lawyer is ideal for showcasing your legal expertise, sharing your personality, and gaining exposure with potential clients. It is not the right place for a sales pitch or impersonal horn-tooting.
- Educational content: Legal analyses, case summaries, simplified legal explanations
- Thought leadership: Meaningful discussions with peers, influencers, and potential clients based on your personal knowledge and experience
- Niche networking: Specific legal communities that yield deeper engagement (hashtags are now supported on Bluesky)
- Interactive posts and events: Q&As and real-time updates, weekly or monthly online events based around hashtags
The potential of Bluesky for law firms
Bluesky is filling a unique gap in the tech world thanks to its open source platform, ad-free environment, and emphasis on user control. Combining the personality-driven attitude of 𝕏 and the unsullied reputation of LinkedIn, Bluesky may be onto something.
So, does it have staying power? Possibly. Is it worth exploring? Definitely.
Connections: It has already attracted open-minded, early adopters across industries. Compared to other oversaturated social media platforms, niche communities are relatively accessible and engaged on Bluesky. Remember the audio app Clubhouse and the incredible conversations happening there in the early days? The potential to network and connect with peers is unusually high right now.
Impact: Law firms have a unique opportunity to carve out a strong presence as thought leaders on a new platform that could very well become the new public town square of the future. The opportunity cost for not joining now is not inconsequential.
Reputation: Even if Bluesky fizzles out, it’s worth experimenting with emerging technology. If you have the resources to sustain a presence, your participation can make you appear savvy and cutting-edge.
Should you use Bluesky?
Maybe. Bluesky could be a great fit for your firm—or not. Here are a few factors to consider when deciding whether to make the jump:
Audience: Are your ideal clients (or peers) already on the platform—or likely to join soon? Do you have an existing following you could migrate to Bluesky?
Time & skills: Can you consistently create valuable content tailored to Bluesky’s format?
Brand fit: Does Bluesky align with your firm’s values and goals around tech and transparency?
Long-term strategy: Is it worth the investment for future growth? Does it align with your strengths?
Either way, we think it’s wise to secure your handle now while you consider. JD Supra recommends that law firms use Bluesky as a complement to other platforms, like Threads and Reddit.
How to get started on Bluesky for law firms
If you do choose to experiment, focus on building relationships and delivering consistent value.
- Fill out your profile to completion. Don’t skip this step! Write a compelling bio, choose an eye-catching avatar, and use an external link, if appropriate.
- Decide what to share. Aim to position yourself as a trusted authority in your practice area. Try educational content, case studies, and topical thought leadership pieces.
- Align with your marketing team. Get clear on the uniqueness of this platform and agree on your goals. This is not the place to re-post your newsletter or brag about case outcomes. Be yourself and be valuable.
- Explore starter packs. Use the Bluesky directory to jumpstart connections with your target audience.
- Adjust your settings. From your feed preferences to moderation options, there’s a lot you can tweak to customize your Bluesky experience. Explore freely.
- Test and measure. As with all campaigns, measure your results.
We always encourage firms to experiment. But before you invest serious resources, do think carefully about Bluesky’s role in your long-term strategy and your capacity to deliver and sustain valuable and engaging content in that format.
Your energy is too limited to spend on a flash in the pan. Just enjoy experimenting and shaping the culture as an early adopter. At least you’ll learn something you can apply to other platforms.
Review and next steps
Your firm’s online presence will unlock your next success, whether it’s your website or your strategic social media engagement in a new platform like Bluesky.
If you want a friendly chat about your firm’s next steps, reach out for expert support. We counsel you so you can counsel them.
