A Guide to Bluesky for Lawyers

Social media plays a critical role in any modern law firms’ marketing arsenal, and staying ahead of the curve means being open to emerging platforms. Enter Bluesky, a rapidly growing alternative to X (formerly Twitter). Designed as a decentralized, customizable social network, Bluesky has over 31 million users (as of February 2025) and is making waves across industries—including the legal world.

In recent months, I’ve heard a lot from lawyers and legal marketers curious about Bluesky, its potential benefits, and whether it’s worth incorporating the platform into their social media strategy. In this blog, I’ll walk you through all that Bluesky has to offer and how it can be leveraged to elevate your firm’s online presence.

What Is Bluesky?

Bluesky is an “open network” social media platform introduced in 2019. The platform provides a streamlined user experience similar to Twitter/X, complete with a 300-character limit, support for images and videos, and direct messaging. What sets Bluesky apart is its decentralized protocol (AT Protocol), which prioritizes user control and customization over centralized algorithmic feeds.

Key Bluesky features:

• Custom Feeds: Users control their content by curating custom feeds based on specific interests or communities (think curated lists for legal professionals or practice areas).
• Verification via Domains: Rather than paying for a checkmark, users can self-verify accounts by linking them to domain ownership—ideal for firms wanting to establish credibility.
• Starter Packs: Simplifies onboarding by curating a list of similar contacts or communities transitioning to Bluesky.

The platform offers a clean organizational flow and prioritizes true user engagement over intrusive advertisements, making it an appealing space for professionals.

What Can Bluesky Offer Lawyers and Law Firms?

Bluesky’s unique structure and growing user base create several opportunities for lawyers seeking to expand their networks or build brand awareness.

1. Networking

Bluesky’s structure mirrors Twitter’s ability to foster quick, meaningful connections. Lawyers can reconnect with former colleagues, legal influencers, and organizations in their niche. The platform’s Starter Packs feature, for instance, can simplify the process of finding and following communities like bar associations and legal tech thought leaders.

2. Knowledge Sharing & Thought Leadership

Lawyers can leverage Bluesky to share thought leadership content, write insightful posts, and participate in industry-specific conversations. With legal consumers and attorneys alike turning to social platforms for advice and resources, Bluesky offers lawyers a chance to demonstrate expertise in:

• Practice-specific legal trends.
• Law firm updates.
• General legal advice for startups or small business owners.

3. Content Customization for Targeted Audiences

Bluesky’s custom feeds enable lawyers to optimize visibility by tailoring content for specific audiences. For example, a personal injury lawyer can focus on creating posts related to accident law, while a corporate attorney might curate feeds for legal updates targeted at startups and entrepreneurs.

4. Ethical Communication

Bluesky’s decentralized system prioritizes transparency and authenticity. Given its design for user control and customization, law firms can interact meaningfully without the noise of overly commercialized advertising.

5. Brand Protection Through Domain Verification

Domain-linked account verification helps reinforce credibility in the legal world. For example, a verified Bluesky handle like @YourLawFirmName.com assures audiences of your legitimacy while promoting your firm’s brand.

Should Law Firms and Attorneys Join Bluesky?

Deciding whether to join Bluesky ultimately depends on your firm’s objectives and available resources. Here’s my advice:

For Individual Attorneys:

Go for it. I believe Bluesky is an excellent platform for personal branding and cultivating meaningful relationships with former Twitter contacts. It’s an ideal space to rebuild professional communities and establish a foothold in meaningful legal conversations. That’s why I recommend attorneys:

• Actively explore the platform to become familiar with its features.
• Post relevant, high-quality content to begin engaging with legal peers and potential clients.
• Follow industry trends to assess whether the platform grows in influence.

For Law Firms 

While I definitely see potential in Bluesky for law firms, managing a presence on yet another platform requires careful planning to ensure a steady stream of high-quality, relevant content. For now, I suggest firms:

• Reserve account names that align with your brand, so they can’t be claimed by others (e.g., “@YourFirmName”).
• Evaluate whether your firm has the necessary resources—content, time, and people—to manage this platform before launching a Bluesky presence.
• Clearly define your purpose for using Bluesky. Is it to engage clients? Network with professionals? Share industry news? Having a purpose ensures your team’s marketing strategy remains focused and effective.

Takeaway

Bluesky has the potential to become a valuable asset in your law firm’s digital marketing strategy, but leveraging the platform effectively will require thoughtful planning. To maximize its impact, individual attorneys should take the initiative by establishing their presence and fostering connections. This approach can lay the groundwork for a broader firm-wide adoption if Bluesky proves to be a strong fit for the legal industry.

Whether you’re looking to leverage Bluesky, LinkedIn, Threads, or TikTok, Good2bsocial is ready to help your law firm develop and execute an impactful social media strategy to take your online presence to the next level. Contact us today to learn how we can assist.