Sonia Hickey, LawFuel contributing writer
We hear a great deal about marketing via social media platforms, but it may be that one of the newest social media entrants on the block – Bluesky – offers a real opportunity for lawyers to market their services.
Bluesky is a decentralized social network that has an open architecture permitting content to remain visible on the platform for longer, as well as permitting link-sharing. It provides a significant law firm marketing tool for lawyers and early-stage adoption is important to test its potential.
Bluesky is in many ways like Facebook and Twitter in their early days and is focused more on serious discussion rather than the other rabbit-hole content and ad-saturated media we increasingly experience with social media platforms.
For lawyer marketing purposes this permits insights and news to be more easily shared and for backlinks and overall online visibility to be enhanced – something not always possible with social media platforms.
Bluesky Advantages for Law Firms
Higher Engagement Rates
Law firms can benefit from Bluesky’s reported engagement rates, which are 3-4 times higher than those on platforms like Threads and đť•Ź (formerly Twitter).
Link-Friendly Policies
Unlike some social networks that discourage external links, Bluesky embraces them which is a major ‘plus’ for marketers.
This feature is invaluable for law firms looking to drive traffic to their websites and share legal resources and provides major opportunities to push your quality content including blog posts, insights, resources and the like with attached links.
This provides the possibility of not only attracting new clients but also enhancing your firm’s SEO strategies and visibility.
Focused Audience
Bluesky’s smaller but highly engaged user base allows law firms to connect with a more attentive audience, potentially leading to more meaningful interactions and client conversions.
Make sure you interact with others to build a conversation and to help build your firm authority and credibility. Bluesky’s decentralized structure lets you focus on specific groups and they also have ‘starter packs’ for specific industry sets which permit you to connect with other lawyers.
Use these tools to network and spread the word about your firm focused on your industry areas and using your links and networking efforts to build online visibility.
How to Leverage Bluesky for Legal Marketing
What can you do to best use Bluesky to boost your visibility?
The best way is to provide valuable, informative content. Use Bluesky’s curated feeds to participate in industry conversations and share educational content, positioning your firm as a trusted authority in your practice areas. As usual, this is a key towards building authority and audience.
Showcase Your Expertise too by sharing in-depth legal analyses, case studies, and thought leadership pieces. The platform’s longer content visibility allows for more nuanced discussions on complex legal topics.
Success Metrics
While specific legal industry data is limited, several major publishers have reported impressive results from their Bluesky engagement, such as those below:
| Publisher | Results |
|---|---|
| The Boston Globe | 3x more traffic than Threads, 4.5x higher conversion to subscribers |
| The Guardian | Significantly higher traffic than Threads, double the engagement |
| Democracy Docket | Surge in traffic while other platforms stagnated |
Implementing Bluesky in Your Marketing Strategy
- Monitor your Bluesky traffic and engagement rates to refine your content strategy using good tracking tools to monitor the results and see what and where you are getting engagement and online traction.
Bluesky’s unique features offer an opportunity to build trust, demonstrate expertise, and forge meaningful connections with potential clients. It should be a key element for law firm marketers and this early stage development provides a great chance to build you legal marketing with the new platform that encourages interaction and discussion in a way that is ideal for client-generation and online marketing.
As Bluesky continues to grow, early adoption may provide a significant advantage in establishing your firm’s online presence and authority and help you to obtain those new clients and better law firm SEO.
Has anyone experimented with using Bluesky over traditional platforms for law firm marketing? I’m really curious if the link-friendly policies translate to better lead generation compared to more established social networks. Seems like a fresh approach could shake things up.
I gotta say, every few years there’s a new platform that’s supposed to be a game-changer. yet, here we are, still debating if these ‘revolutionary’ platforms make any real difference. what makes bluesky any different?
I think the innovation phase in tech allows us to explore new avenues for engagement, Alex. Bluesky’s approach to link sharing might just be what sets it apart, offering versatility for marketers not seen on platforms governed by stricter link policies.
agreed with oliver, but also, it’s about understanding your audience. Not every platform suits every law firm, but if Bluesky’s community fits your niche, it could be invaluable.
loving the idea that Bluesky is focusing on being link-friendly. It’s such a pain to navigate around the limitations on other sites. Sounds like a real opportunity for law firms to spread their content more effectively. Kudos to you, LawFuel Editors, for spotlighting this.