Millions of people are currently leaving X (formerly Twitter) to join BlueSky. BlueSky has emerged as a decentralized alternative to the likes of Twitter and Mastodon. Founded by Jack Dorsey, the former CEO of Twitter, BlueSky aims to empower users by using a slightly different approach than X—we'll get into that!
With its recent surge in popularity, you might be wondering if it’s time to add BlueSky to your charity or non-profit's social media strategy. Let’s explore what BlueSky offers, its relevance to charities and non-profits, and whether joining the platform is worth your time and resources!
What Is BlueSky?
BlueSky is an open, de-centralized social media platform that is X's primary competitor. Unlike traditional social platforms, BlueSky aims to give users more control over their data, algorithms, and online experience.
Some key features of BlueSky include:
Decentralization: Users can connect with communities across different servers while retaining control of their content and identity. Decentralization fundamentally means that it is a system that prevents complete control by a single organization and enables developers or users to build their own improvements.
Focus on Community: The platform fosters a more curated and less commercialized space compared to major platforms like Twitter or Facebook, whose algorithms push certain type of content to the top of your feed.
Content moderation: The platform has better content moderation and anti-toxicity features than X, and continually work to improve this as the platform grows. One of the benefits of BlueSky, and the primary reason it has seen such explosive growth in the past month, is that it is more highly regulated. Unlike X, which has seen backlash for allowing disinformation and hate speech to go unchecked, BlueSky has implemented anti-toxicity features that can limit unrelenting attacks on marginalized groups.
Anyone can join BlueSky, and right now, it has a similar-enough user experience to X that it is an easy and quick alternative that requires limited training. It is easy to navigate, and can be used for the same type of content.
Benefits for Charities and Non-Profits
X has typically been used by individuals and organizations as a platform for advocacy, thought leadership, and for sharing news/research. Whether this platform makes sense for your organization depends on 1) Your mission, and 2) The kind of work that you do. Here are some benefits if you choose to add it to your strategy:
A safer space: We all know that X has changed since being taken over by Elon Musk. There is less content regulation and mechanisms for managing hate, racism, and calls for violence. Many advertisers have left the platform for this reason. BlueSky, while not perfect, has more stringent rules and enforcement. This means that your post about 2SLGBTQIA+ youth or women's rights won't be bombarded with unrestricted and endless hate.
Reaching Niche Communities: BlueSky’s decentralized nature fosters smaller, tight-knit communities. For charities and non-profits, this can be an opportunity to connect with engaged audiences who care deeply about the issue that they solve for. As a result, BlueSky can be a valuable platform for advocacy and awareness.
Cutting Through the Noise: Unlike crowded platforms like Twitter, BlueSky’s smaller user base and community-focused approach make it easier to be heard (although, with over 20 million users, this gap may be closing!). Early adopters can establish a strong presence before the platform becomes oversaturated.
You own your account: Unlike X, who have recently come out saying that they own every single account, BlueSky is decentralized, meaning that the company does not own your data on a single server.
Collaborating with other progressives: Many of BlueSky’s early adopters are progressives. This creates a fertile ground for partnerships, collaborations, and amplifying your cause through influential voices.
Challenges to Consider
Time and Resource Constraints: Managing too many social media platforms can not only be time consuming, but can also a poor allocation of staff and resources, especially for charities and non-profits! We generally tend to suggest that organizations use as few platforms as possible to really focus on creating platform specific content that resonates with their target demographic. Consider whether adding BlueSky to your strategy will stretch your team (and content!) too thin.
Uncertain Longevity: While BlueSky is gaining attention, its long-term success is uncertain. As with any emerging platform, there is always the risk of it failing to gain widespread adoption. But, if you have capacity, it never hurts to experiment! That is what marketing is all about.
Integration and analytics: As a new platform, BlueSky doesn't integrate with existing social media scheduling platforms and analytics tools, which can make it difficult to manage and track.
Should Your Charity or Non-Profit Sign Up?
Yes, if:
Your work and mission focuses on advocacy, thought leadership, and news or research.
You have the capacity and resources to meaningfully experiment with a new platform.
Your organization shares unique perspectives, takes, and content that is likely to perform well on a platform like BlueSky.
Maybe not, if:
It does not align with the work you do (For example: you do not publish research, share news, or focus on advocacy and thought leadership). Many charities and non-profits understandably focus on a non-partisan approach, and this type of content may not perform well on BlueSky (Although, as we always say, 'test, test, test').
You already struggle to manage your existing social media platforms meaningfully.
Getting Started on BlueSky
If you decide BlueSky aligns with your goals:
Sign up: It is super simple. Make sure your header, logo, and biography mimic your presence on other social media platforms.
Develop a Strategy: Plan how BlueSky will fit into your overall social media and communications strategy. At this stage, I suggest 'throwing everything at the wall' and seeing what sticks. Be creative, experiment, and have fun with it! If you were on X, consider seeing if that strategy continues to work on this new platform.
Share and engage: Let your existing social media and newsletter audiences know that you are now on BlueSky! Consider adding the logo and link to your website. And when you are on BlueSky, engage with people and organizations you know or are familiar with, and leave meaningful comments or re-share content whenever possible!
Monitor Trends: Stay informed about platform updates, growth, and user behaviour to adapt your approach. Things right now are moving quickly!
Final Thoughts
BlueSky offers an exciting opportunity for charities and non-profits to connect with audiences in a decentralized, community-focused environment. While the platform’s reach is currently limited, its emphasis on transparency and user empowerment aligns with the values many charities and non-profits prioritize.
For organizations willing to experiment and explore new tools, BlueSky may be a worthwhile addition to your digital toolkit. However, it’s essential to balance the potential benefits with practical considerations, ensuring your team’s resources and focus remain aligned with your mission.
By keeping an eye on emerging platforms like BlueSky, your organization can stay ahead of the curve and continue to engage meaningfully with audiences in an ever-changing digital landscape.
Comments