Bluesky thinking?

According to the Guardian, “More than 1 million new users have joined the social media platform Bluesky since the US election. Many are seeking to escape Elon Musk’s X amid warnings from anti-hate speech campaign groups and the EU about misinformation and extremism on the platform.”  But exactly what is Bluesky Social, and why should Pharma care about yet another social media platform.

What is Bluesky Social?

Bluesky Social is a new social media platform, icarving a unique niche in the digital realm. Unlike traditional social networks, it operates on a decentralized model, giving users unprecedented control over their content and interactions. This decentralization, achieved through a federated protocol, fosters a more open and equitable digital landscape, free from the dominance of a single entity.

Initially a research project within Twitter, Bluesky was created in 2019 under the visionary leadership of then-CEO Jack Dorsey. The platform's core objective was to establish a protocol that would empower users to seamlessly transfer their social graphs across different platforms, thereby reducing reliance on a single provider. After a rigorous development phase, Bluesky emerged as an invite-only beta in February 2023, rapidly gaining traction and attracting a diverse user base seeking an alternative to established social media giants.

The Growth of BlueSky Social

According to the New York Times, Bluesky's growth has exploded over the past week, more than doubling to 15 million-plus users as people seek alternatives to X, Facebook and Threads. It has rocketed to the top of Apple's and Google's app stores as the most downloaded free app. Bluesky reported that it picked up 3 million new users in the week after X was suspended in Brazil in September and a further 1.2 million in the two days after X announced it would allow users to view posts from people who had blocked them.   Brazil isn’t the only country to have blocked access to X and shares this distinction with Egypt, Turkey, Uzbekistan, China, Iran, North Korea, Russia, Pakistan and Venezuela.  Not all of these blockages were permanent, and users can get around the blockages via a VPN connection, but in some cases face potential fines if caught. It should be noted that Brazil's Supreme Court did lift the ban on X after the social media site settled millions of dollars in fines for breaching court orders relating to the fight against misinformation.

Same, but Different

If you are familiar with X, they you will have no problem using Bluesky. Many of the functions on Bluesky are similar to those on X, including the ability to make text-based posts with a 256-character limit (known as “skeets”) that can also include media elements (images and videos), re-post/like other posts and reply to other users.  Users can follow other individuals to curate their own timeline and send users direct messages, much like on X. Bluesky users can also block one another, which according to Forbes, is “an attractive feature for users who have criticized Musk’s changes to the X block feature, which now makes an X user’s post visible to all others, including those they have blocked.”  Bluesky also has a moderation team to enforce community guidelines—which forbid promoting “hate or extremist conduct”.

The following table is a comparison of the two platforms and some of their differences:

Key Differences:

• Decentralization: Bluesky's decentralized architecture sets it apart from X, offering users more control over their data and interactions.

• Content Moderation: Bluesky's customizable moderation approach empowers users to curate their own experience, while X's centralized system provides a more uniform, but potentially less flexible, approach.

• Feature Set: X currently offers a wider range of features, including direct messaging, polls, and advanced analytics. However, Bluesky is still a relatively new platform and may introduce additional features in the future.

Why Should Pharma Care?

Bluesky currently has no plans for advertising.  According to a recent article in Inc. , “Bluesky won’t be very accommodating to brands hoping to connect with audiences or make a viral splash. Marketing campaigns and gimmicks won’t have the same visibility on the platform”. However, the absence of formal advertising on Bluesky may present a unique opportunity for pharmaceutical companies to engage with both healthcare professionals (HCPs) and patients in a more authentic and less intrusive manner. Here's how Pharma companies could potentially leverage this platform:

HCP Engagement:

• Thought Leadership: By sharing scientific insights, research findings, and industry updates, pharmaceutical companies can establish themselves as thought leaders within the medical community.

• Community Building: Actively participating in relevant discussions and connecting with HCPs can foster strong relationships and build trust.

• Educational Content: Sharing educational resources, such as infographics, videos, and case studies, can help HCPs stay informed about the latest advancements in their field.

Patient Engagement:

• Health Information: Providing accurate and accessible health information can empower patients to make informed decisions about their healthcare.

• Patient Support Communities: Creating safe and supportive spaces for patients to connect with each other can alleviate feelings of isolation and anxiety.

• Patient Advocacy: Amplifying the voices of patients and advocating for their needs can help shape healthcare policies and practices.

Bluesky's decentralized nature offers several advantages for pharmaceutical companies:

• Authenticity: The absence of targeted advertising allows for more genuine interactions with HCPs and patients.

• Transparency: The open-source protocol underlying Bluesky promotes transparency and accountability.

• Community-Driven: The platform's community-driven approach can lead to more meaningful and relevant conversations.

However, Bluesky is still in its early stages and faces certain challenges:

• Limited Reach: As a relatively new platform, Bluesky's user base is still growing, which may limit its immediate impact.

• Technical Complexity: The decentralized nature of the platform can make it more difficult to manage and maintain.

• Lack of Established Guidelines: Clear guidelines for pharmaceutical companies to engage on the platform are still being developed.

In conclusion, Bluesky represents a promising new horizon for social media, offering unique opportunities for pharmaceutical companies to connect with HCPs and patients in a more authentic and impactful way. By embracing the platform's decentralized ethos and leveraging its strengths, Pharma companies can build strong relationships and contribute to a healthier future. It represents a new paradigm, and as such, traditional advertising methods and metrics don’t apply.  Ultimately, the choice between X and Bluesky depends on individual preferences and priorities. Users who value user autonomy, decentralization, and customizable moderation may prefer Bluesky, while those who prioritize a wider range of features and a more established platform may opt for X.

But fortune favors the bold, and Bluesky represents a brave new world, waiting to be discovered.  Who’s ready to drop their toe into the new social media pool?  Better yet, who’s ready to take the plunge?  Let me know your thoughts in the comments below!

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