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How Attorneys Can Leverage Bluesky Social for Marketing and Engagement

I’ve been using Bluesky since about the same time many of you discovered what Bluesky was – November 6, 2024. 

Election Day in America started the rush away from X and onto Bluesky, but I’ll be honest with you about something. It’s a platform still trying to figure out what it actually wants/needs to be. I wrote about Bluesky Social for lawyers and law firms in November of 2024, but that only gets you so far.

As an attorney or a law firm, what the heck should you post on there? 

Is it the same as Instagram, Threads, and X, or do you need to take a different approach?

Can attorneys advertise on Bluesky Social? Law firms?

I want to try to answer those questions here with the information I have so far through my use of the platform and from talking to or observing others. 

Welcome to Bluesky! Now, we all need to figure out how we want this to work for us. Attorneys and law firms, don’t miss the opportunity to reach a bigger and growing audience.

What Is Bluesky Social?

Bluesky Social is a decentralized social media platform that empowers users (for real this time) by offering greater control over their data and online experience. Unlike traditional social platforms like Twitter, Facebook, and LinkedIn, Bluesky operates without a central authority for moderation or data storage. This decentralized model offers key benefits, such as enhanced user privacy and greater transparency in content moderation.

As privacy concerns and user autonomy grow in importance, Bluesky becomes an appealing space for privacy-conscious individuals. But what does this mean for professionals in the legal space?

Understanding Bluesky’s Unique Culture and Why It Matters

I’ve been using Bluesky through various accounts over the last few months, and I’m not sure where it’s going yet. But it is different.

Bluesky distinguishes itself through its decentralized architecture, emphasizing user autonomy and privacy. This structure attempts to foster a community that values authenticity, thoughtful engagement, and meaningful interactions. For attorneys, aligning with this budding culture is essential to establish a credible and respected presence.

A note to readers about what a “decentralized platform” means: This story by CNBC does a good job explaining. If you click that link, it’ll take you to the explainer.

First, Sort the Basics of Your Bluesky Profile

You’ve done well by reserving your name and law firm’s name on Bluesky, but now it’s time to act. Let’s talk about what you need to get on your profile before you start posting. You can edit your profile easily, so make sure it includes:

  • Profile photo. Just like all of the other socials, the profile photo is a must immediately. You can use the photo you use for the other platforms.
  • Display name. Your display name can be different than your handle but try not to do that. If your handle is @blueseveninjurylawyer, then your display name should be Blue Seven Injury Lawyer. However, if you weren’t able to get the handle you wanted (maybe you had to add numbers or underscores), go ahead and make your display name your actual name or business/firm name.
  • Your description/bio. Please don’t copy and paste your bio from one social platform to the next. Also, please don’t leave this section blank.
  • Profile banner. Your banner photo really does matter. Most platforms have the option for a banner, including Facebook, LinkedIn, X, and now Bluesky. However, the sizing requirements for each are different. You may be able to recycle the banner you have for other platforms, but you’ll likely have to adjust it some for Bluesky sizing requirements.

Make sure your profile is up to snuff before you start interacting with others on the platform. It’ll help you gain traction.

Setting up your Bluesky profile isn’t hard. It’s similar to most other platforms you’re familiar with.

What Works on Bluesky for Lawyers

So far, these are the types of content I’ve seen posted, but I’m not confident yet to say it “works.” Again, this is a growing space. Here are some types of posts that can work:

  1. Educational Content
    • Share Legal Insights. Provide concise explanations of legal concepts relevant to your practice areas. For instance, discuss recent legislative changes affecting small businesses or individual rights.
    • Practical Advice. Offer actionable tips that can assist individuals in understanding their legal situations, such as steps to take following a personal injury incident.
  2. Engaging in Conversations
    • Active Participation. Engage in discussions by responding to user queries, commenting on relevant posts, and contributing to trending topics within the legal sphere.
    • Thought Leadership. Share your perspectives on legal developments, ethical dilemmas, or societal issues, demonstrating your expertise and commitment to the profession.
  3. Building a Personal Brand
    • Authenticity. Share your professional journey, including experiences that have shaped your practice, to build a relatable and trustworthy image.
    • Visual Content. Utilize multimedia, such as infographics or short videos, to explain complex legal topics, making them more accessible to the general public.

Can Attorneys Advertise on Bluesky?

While Bluesky offers unique opportunities, attorneys must remain mindful of ethical rules governing legal advertising on social media. These guidelines vary by jurisdiction but generally include the following principles:

  • Truthful and accurate statements: All content shared on Bluesky must be accurate and avoid creating unjustified expectations or misrepresenting services. For example, posts shouldn’t promise specific outcomes or imply expertise in areas where the attorney lacks experience.
  • Confidentiality: Attorneys must ensure that interactions on Bluesky don’t compromise client confidentiality. Avoid sharing case details or offering specific legal advice in public forums.
  • Avoiding solicitation: Many jurisdictions prohibit direct client solicitation through social media. Attorneys should focus on providing valuable information and let potential clients initiate contact.
  • Compliance with local rules: Different states and countries have unique regulations regarding attorney advertising. Before lawyers can advertise on Bluesky or any social media platform, they should review the rules set by their local bar association.

Paying for Ads on Bluesky

Attorneys familiar with paid advertising on platforms like Twitter, Instagram, and Facebook often use these tools to amplify their reach and target specific demographics. These platforms offer sophisticated ad networks with options like promoted posts, display ads, and audience targeting based on interests, behaviors, and geographic location.

Bluesky, however, operates differently. As a decentralized platform (please take the time to learn what this means because this is the direction social is heading), it currently lacks the traditional advertising infrastructure seen on other social networks. According to CEO Jay Graber, Bluesky is open to exploring advertising options in the future but is committed to doing so in a way that aligns with the platform’s ethos of user autonomy and privacy.

Unlike platforms where ads frequently interrupt user feeds, Bluesky envisions a more user-intent-driven model. For example, ads might appear in search results or other contexts where users are actively seeking information rather than disrupting the main feed with unsolicited content. This approach reflects a desire to avoid the intrusive nature of conventional ads while still offering value to businesses and users.

For attorneys accustomed to boosting posts or sponsoring content, this means Bluesky is not yet a pay-to-play environment. However, it presents an opportunity to engage audiences through organic strategies, such as thought leadership, educational content, and authentic interactions. By building a credible presence early, law firms can position themselves to take advantage of any future advertising opportunities that may emerge as the platform evolves.

In the meantime, focusing on community engagement and content marketing remains the most effective way to use Bluesky for professional growth. This is about building your brand in multiple places. 

By now, with the debacle that has become TikTok, we should all know better than to place all of our social eggs in one basket.

We should know better than to rely on a single platform. It doesn’t take much for it all to come crashing down. Then up. Then down. Then…you get it.

Navigating the Bluesky Skyscape

Given the decentralized (even I’m tired of this word by now) nature of Bluesky, several key questions arise for attorneys:

  • Jurisdictional challenges: Traditional legal frameworks may not address the complexities of decentralized platforms, making it difficult to determine the applicable jurisdiction for advertising.
  • Content moderation and responsibility: With limited centralized control, how can attorneys ensure their advertising is ethical and accurate? Who’s responsible for the accuracy of user-generated content related to the firm?
  • Data privacy and security: While Bluesky aims to enhance privacy, attorneys must understand the platform’s data handling practices to ensure client confidentiality and mitigate risks of data breaches.
  • Accessibility and targeting: How can law firms effectively reach their target audience on a decentralized platform with limited advertising infrastructure? Can attorneys effectively target specific demographics?

Even though there are certainly plenty of questions about how to use this platform as an attorney or law firm, I think getting a presence started there NOW is very important. Hedge your bets.

Leveraging Bluesky for Long-Term Growth

While Bluesky may not yet be a conventional advertising platform, its decentralized nature offers unique opportunities for forward-thinking attorneys. By adopting a long-term approach, attorneys can leverage the platform’s potential.

  • Building thought leadership: Share insights to establish expertise and build a loyal audience by engaging regularly with followers.
  • Staying ahead of trends: Familiarizing with Bluesky early helps attorneys stay ahead of competitors and adapt to evolving digital marketing trends.
  • Developing authentic relationships: Bluesky prioritizes genuine connections, enabling attorneys to foster meaningful relationships with potential clients and collaborators.

Best Practices for Attorneys on Bluesky

To maximize success on Bluesky and on any other social media platform, attorneys should adhere to these best practices:

  • Conduct thorough research: Stay informed about the latest developments in Bluesky’s functionality and the evolving legal landscape surrounding decentralized platforms.
  • Prioritize transparency and accuracy: Clearly disclose any limitations or disclaimers in your advertising. Ensure all information presented is accurate and not misleading.
  • Focus on building relationships: Use Bluesky to engage in meaningful conversations with potential clients and industry professionals. Share valuable legal insights and build trust within the community.
  • Monitor your online presence: Regularly monitor your Bluesky profile and any user-generated content related to your firm. Respond promptly to any concerns or inquiries.
  • Maintain confidentiality: Never discuss confidential client information on any public platform, including Bluesky.
  • Stay updated on ethical guidelines: Continuously monitor and adapt your approach to align with evolving ethical guidelines and best practices for attorney advertising on decentralized platforms.
  • Consult with legal counsel (we had to say it): Seek guidance from experienced legal counsel specializing in attorney ethics and advertising to ensure compliance with all applicable rules.

What to Avoid on Bluesky

I’m not one to police anyone’s social posting habits, but I can tell you what’ll likely fall flat here and elsewhere:

  1. Overly Formal Content
    • While professionalism is crucial, overly technical language or legal jargon may alienate the audience. Strive for clarity and simplicity to ensure your content is approachable.
  2. Hard Selling or Advertising
    • Direct promotional content is often frowned upon within Bluesky’s community. Focus on providing value through information and engagement rather than overt marketing pitches.
  3. Ignoring Ethical Considerations
    • Adhere strictly to ethical guidelines concerning client confidentiality and solicitation. Avoid discussing specific case details or providing personalized legal advice in public forums.
  4. Using Hashtags Excessively
    • I’ve recently been told that using hashtags on this platform may not be the best way to get engagement. The “#” provides a sort of link for others to discover you through feeds, but the overuse of hashtags is seen as overkill and slightly commercial. Use a few, sure, but not a bunch.

Bluesky Social represents a significant shift in the social media space. Despite challenges and uncertainties, the platform offers intriguing benefits for attorneys, such as greater user control and reduced reliance on centralized platforms.

As Bluesky evolves, attorneys who adopt a proactive and ethical approach can gain a competitive edge by building authentic client relationships and positioning themselves as thought leaders in the decentralized space. Blue Seven is here to help you craft a consistent, effective branding message for Bluesky and other social platforms. Contact us today to start creating high-quality legal content and grow your online presence.

Written by Allen Watson, CEO of Blue Seven Content, & Alicia Terwilliger-Salley, Ph.D. (first person perspective by Allen)