Boost your social media game on BlueSky: Three dos and don'ts for journalists

Journalists have a new home. The mass exodus from X (formerly Twitter) to BlueSky has brought the platform close to 25 million subscribers which is only set to increase.

We now have a new social media platform to conquer and ensure the stories reach readers. That is why staying ahead as a journalist has never been more important—or more challenging. It is not just about breaking the news anymore; it is about how you present it, engage with your audience, and establish your voice.

To help navigate this shift, we spoke with Sue Llewellyn, a communications consultant and former BBC journalist, who shared three essential tips for building your brand on this exciting platform.

Join or create communities with the help of starter packs

Starter packs are an amazing way to get yourself to follow the right people and build the community that you want on the platform. Imagine you just moved into a new city and a friend gives you a list of the top places and people nearby. That is exactly what a starter pack is - a recommended list of users and feeds - to help communities find each other.

However, you should not just follow everyone on the starter packs blindly. Consider who is likely to be valuable in your network.

Llewellyn emphasises the importance of acting quickly: "Don’t leave it too late if you haven’t already joined. There’s a first-mover advantage and if you want to build a profile you need to get in quickly to establish your presence and join the vibrant communities forming on the platform." Here are some ready-made starter packs for media professionals.

Organise your feed

Journalists can create custom feeds specifically for news. For instance, tailoring their timeline to specific interests such as regional news for local journalists or global updates for news organisations. Users can recommend up to 150 people and three custom feeds. 

Having a good photo and bio is a must, so use keywords and humour to express yourself. Llewellyn advises: "Stay active and remain open to change as the platform evolves. Don’t just replicate what you’ve done on Twitter or other platforms—experiment, have fun, and embrace the emerging culture."

BlueSky offers lists as a versatile tool. These provide greater customisation, so you can mute or block users, or pin lists of your favourite journalists, close friends, or work colleagues.

Find your voice

A distinct voice is essential on any social media. For journalists, sharing valuable and interesting content is key to building a strong presence. Do not just broadcast; ask questions, engage in conversations, and share newsgathering and storytelling processes.

For example, journalists can engage by verifying or debunking posts, instead of just resharing what other users say. Add context, share insights, and make it count.

Avoid overusing hashtags, posting randomly and (obvs) trolling.

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