Decoding Social Media for Law Firms- Bluesky vs X (Twitter)

March 20, 2025

Should your Law Firm ditch X and adopt Bluesky?

Everything you need to know when it comes to social media for law firms

X (formerly Twitter) vs. Bluesky for Your Law Firm’s Social Strategy

The social media landscape is in constant flux, and for law firms seeking to connect with clients and build their brand, navigating this terrain is crucial. Amidst the noise, Bluesky has emerged as a noteworthy contender, sparking curiosity and prompting comparisons with the familiar territory of X (formerly Twitter). Let’s delve into the nuances of these platforms, providing you with the insights necessary to make informed decisions for your firm’s social strategy.

Bluesky: A New Horizon for Legal Networking

Bluesky, a decentralized social media platform, has rapidly gained traction since its inception in 2019. Now boasting over 22 million users (up from 2 million in 2022, and March 13, 2025, Bluesky has 33.1 million total registered users), it presents a unique opportunity for law firms to establish a presence in a burgeoning space.

What is Bluesky?

Functionally similar to X, Bluesky distinguishes itself through its decentralized architecture, allowing users to create their own servers for data storage. This empowers users with greater control over their online experience. Unlike traditional algorithmic feeds, Bluesky aims to provide users with a choice of algorithms, enabling a more personalized and curated experience.

Key Features:

Decentralized Control: Users manage their own data and can choose from various algorithmic feeds.
Thread Control: Features like hiding replies and detaching quoted posts help maintain control over conversations, reducing toxicity.
Privacy Focus: Bluesky’s privacy policy emphasizes user control and currently avoids training generative AI on user data.
Growth and Safety: Bluesky is actively addressing issues like impersonation and spam through its Trust & Safety team.
Custom Handles: Bluesky offers the ability to create branded handles, enhancing brand recognition and portability.

Why Should Your Law Firm Consider Bluesky?

As Allen Watson, Founder and CEO of Blue Seven Content, notes, Bluesky represents an opportunity for lawyers to stand out in a fledgling space.

Early Adopter Advantage: Establish your firm’s brand early, securing desired handles and shaping the platform’s culture.
Less Noise, More Visibility: Enjoy a less cluttered environment where organic content is more readily seen, as the platform currently doesn’t promote paid ads.
Niche Community Building: Connect with colleagues and potential clients in focused, relevant discussions.
Brand Control: Custom handles allow for more brand control, such as setting your handle to be @yourlawfirm.com.

Getting Started on Bluesky:

Create a handle (e.g., @yourhandle.bsky.social) or set up a custom domain by adding a TXT record in your domain’s DNS settings. (See: GoDaddy blog post)
Add a profile with an avatar, header image, and description with website links (use Shift+Enter for new lines, e.g., www.mylawfirm.com).
Post links, images, videos, GIFs, and up to 300 characters of text.
Engage with the community by following relevant accounts and participating in discussions.
Use the hashtag icon or #Feeds to add and discover new feeds.
Developers can use the feed generator starter kit to create custom feeds.
Follow starter packs to find curated lists of users with mutual interests.
For those new to microblogging platforms, refer to Buffer’s step-by-step instructions and Buffer’s article outlining Bluesky’s features.
To create your own starter pack, follow these instructions from Bluesky .

X (formerly Twitter): The Established Platform

X, with its vast user base and real-time information flow, remains a powerful tool for law firms.

Pros:

Broad Reach: Connect with a wide audience of potential clients and industry professionals.
Real-Time Updates: Share breaking legal news and engage in timely discussions.
Networking Opportunities: Build relationships with journalists and influencers.

Cons:

Information Overload: Cutting through the noise can be challenging.
Character Constraints: Conveying complex legal concepts requires brevity.
Algorithmic Volatility: Changes to the platform’s algorithms can impact visibility.
Rebranding Uncertainty: The change to X introduces uncertainty for existing strategies.

Strategic Considerations for Law Firms:

Define Your Goals: Determine whether you aim to build brand awareness, generate leads, or establish thought leadership.
Target Your Audience: Choose platforms that align with your target audience’s preferences.
Content Strategy: Develop a content plan that includes valuable and engaging information.
Ethical Considerations: Ensure your social media activity complies with legal and ethical standards.
Training: Provide social media training to your employees.
Hybrid Approach: Consider using both platforms to maximize your reach.
Visual Storytelling: Beyond text-based content, remember the power of visuals. “Captivate your audience with cinematic storytelling” applies even to social media. Use compelling images, videos, and graphics to enhance your posts and engage your audience.

Conclusion:

Bluesky presents a compelling opportunity for law firms to establish a presence in a growing, less cluttered environment. While X remains a powerful tool for broad reach and real-time engagement, Bluesky offers a more controlled and community-focused experience. By carefully considering your firm’s goals and target audience, you can leverage these platforms to enhance your brand and connect with your audience.