Should Your Law Firm Be on Bluesky?
Making smart social media investments has always been essential for law firms. Recent changes to X (formerly Twitter) have prompted many firms to explore alternative platforms. While Bluesky offers some intriguing features, we recommend that most law firms take a cautious, wait-and-see approach.
The platform’s current audience size and composition don’t yet justify a significant investment of marketing resources. Unlike X, with its broad public reach, Bluesky remains relatively niche and may not align with most firms’ target audiences, such as potential clients.
Understanding Bluesky's Current Position
Bluesky functions similarly to X, offering a space for discussion through brief posts, hashtags, and direct replies. However, several key factors distinguish it from more established platforms:
A significantly smaller user base compared to X, resulting in limited reach.
Lower engagement levels that do not justify substantial time investment.
A different cultural environment that emphasizes open discourse.
A decentralized network structure with customizable content feeds.
Given these distinctions, Bluesky is better suited for advocacy work and specific thought leadership rather than broad firm marketing efforts. Attorneys focused on particular causes or specialized practice areas might find more value in Bluesky than general practice firms.
Strategic Recommendations
Rather than diving in fully, we recommend a minimal-investment approach:
Reserve Your Name: Take the basic step of securing your firm's name and key attorney handles to prevent future complications.
Monitor Development: Keep an eye on the platform's evolution, particularly regarding:
Growth in relevant professional communities
Journalist adoption rates
Engagement patterns in your practice areas
Consider Selective Engagement: If your practice focuses heavily on advocacy or specific causes that align with Bluesky's current user base, consider limited engagement while remaining mindful of resource allocation.
When Bluesky Might Make Sense
There are some cases where a more invested approach to Bluesky could be valuable. If your practice focuses heavily on advocacy work in a particular niche, you're already actively engaged on X and looking to diversify, or your target audience shows significant migration to the platform, you may be the best candidate. Areas of specialization including civil rights, environmental law, or public interest litigation align best with Bluesky's current user base.
Though Bluesky offers an interesting alternative to traditional social media, it's not yet essential for most law firms. The most prudent approach is to secure your firm's digital identity while concentrating active social media efforts on channels with more proven ROI like Facebook and LinkedIn.
We'll continue monitoring Bluesky's development and provide updated guidance as the platform evolves.