Bluesky, the decentralized social network developed as a spinoff from Twitter’s ecosystem, has been making waves in the social media space. Its main appeal lies in its promise to avoid the pitfalls of centralized platforms: users have more control, algorithms are transparent, and communities can customize their experience through decentralized protocols.
We saw another wave of Twitter disillusionment in the wake of the election. Concerns about misinformation, polarizing content, and inconsistent moderation policies have pushed some users to explore alternative platforms. With its familiar Twitter-esque feel and emphasis on decentralization, Bluesky has emerged as a refuge for those seeking a fresh start—particularly for journalists, tech enthusiasts and digital trendsetters.
Should your university or college join Bluesky?
Here’s the advice: Secure your handle, but don’t rush into developing a comprehensive strategy yet. Bluesky has potential, but it’s still a niche platform compared to Facebook, Instagram, and even TikTok, which have billions of users. While Bluesky reportedly added one million users in a 24-hour period recently, the overall user base remains relatively small. It’s worth having a presence to protect your brand, but this isn’t the time to pivot significant resources away from your established social media platforms.
Bluesky’s decentralized nature makes it different—and potentially trickier—to manage in terms of community engagement. The lack of broad adoption in higher education spaces also means you may not find much of your target audience there yet.
But as momentum grows, keeping an eye on how it evolves could help you decide when (or if) to engage more actively.
Key takeaways for higher education social pros:
- Claim your handle: If you can, secure your institution’s handle now to protect your brand identity.
- Monitor trends: Watch how the platform develops and how other institutions are experimenting with it.
- Prioritize your efforts: Focus on established platforms that deliver results while remaining agile to shift strategy if Bluesky gains critical mass. This is a good time to think about priority audiences; researchers, academics, and media have joined but not prospective students.
- Educate Your Team: If you’re unfamiliar with the decentralized model, take time to understand the implications for content moderation and engagement.
While Bluesky’s energy is undeniable, it’s still a work in progress. As higher ed social media professionals, staying informed and adaptable is key to navigating this evolving digital landscape. Keep an eye on this one—but don’t let FOMO disrupt your well-planned strategies elsewhere.
More questions about your social media strategy? Email Sarah Goldfarb, Managing Director of Social & Digital, at sarah@rwjonesagency.com
This blog post was originally published in the Social Minute newsletter. Subscribe now.
