Social media (and print media) has been a-buzz recently with talk of Bluesky, the newish social media platform that’s quickly becoming the go-to alternative for many who are disillusioned with Twitter/X. But is it worth your chambers’ or law firm’s time? In this post we explore what Bluesky offers, its potential for barristers’ chambers and legal marketers, and the steps you can take now while watching its growth.
Why is Bluesky gaining traction?
Bluesky has emerged as a haven for those seeking healthier, more meaningful discussions online. The deterioration of Twitter/X – marked by algorithm changes favoring sensational content, misinformation, and divisive discourse – has driven many users to explore alternatives. Actions and tweets by Elon Musk since his takeover of the company – and his support for Donald Trump in the recent election – have only driven more people to Bluesky. In contrast, Bluesky positions itself as a “social impact platform,” aiming to foster genuine connections. Of course it’s possible that it quickly becomes nothing but an X for the Left, an alternative bubble for people to share similar opinions. But there are key differences between Bluesky and X that mean people of all political and cultural persuasions may find it a better platform to use. In particular, its algorithm seems to give you a better chance of your followers actually seeing your posts, and engagement seems higher and more meaningful even from smaller audiences. Bluesky’s mission may change to accommodate the sudden influx of users. We hope it remains as a force for good, but we’re all realistic about the journey of social media platforms. As David Cameron (Bluesky?) said to Tony Blair (Twitter/X?), “You were the future once.”
The legal sector and Bluesky: who’s already on board?
While Bluesky is still in its relative infancy, several chambers and law firms have already set up profiles, positioning themselves as early adopters. Chambers with accounts include our clients Littleton Chambers and Cornerstone Barristers, and 3 Paper Buildings, 29 Bedford Row, 33 Bedford Row, and Mountford Chambers.
Both Inner Temple and Middle Temple have accounts; at the time of writing, we don’t think Gray’s Inn and Lincoln’s Inn have followed suit. Many individual barristers and legal professionals are using Bluesky happily posting (tweets? posts? “blueys”? No we don’t know the word either.) George Peretz KC has an impressive audience of 21,000 followers. These early adopters are able to replicate and extend their reach beyond X and LinkedIn, the traditional channels for the Bar.
Why your chambers should act now
While it’s unclear whether Bluesky will become as indispensable as LinkedIn for the legal profession, there’s little downside to reserving your username now. Securing your chambers’ identity on the platform ensures you’re prepared, even if wider adoption takes time. There are two ways to set up your Bluesky account. Imagine we’re a fictional set of chambers, Square Buildings. We can use:
- Standard setup: Register a username like @squarebuildings. Individuals may want to do this as quickly as possible to try and reserve your preferred username.
- Domain verification: Chambers, firms and companies may take it a step further by using your website’s domain name as your handle – e.g., @squarebuildings.co.uk. This feature helps prevent impersonation by proving your account’s authenticity, and for free – a significant improvement over Twitter/X’s paid “blue tick” verification model.
Try searching for “Inner Temple” on Bluesky. You’ll find these two identically-named profiles.
But which one are you looking for?
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To be fair, the second feed might be far more entertaining. But the use of @innertemple.org.uk in the username of the first leaves no doubt about its legitimacy.
How to reserve your username
Let’s say you’re Sydney Carton, a barrister at Square Buildings, who wants to create an account and reserve a username. First, head to Bluesky and click Sign up.
If your preferred username @sydneycarton is already taken, try a variation like @sydneycartonlaw:
Bluesky will invite you to upload a photo and choose some interests to kickstart your feed. Once done, head to your profile and click here, to flesh it out.
A few quick changes later and that looks better.
Domain verification
Or, if you’re the marketing manager at Square Buildings and want to show your account is official, then first set up an account for chambers. Start with a normal username e.g. @squarebuildings.
Then go to Settings > Account > Handle, and click I have my own domain. Bluesky will then ask you for your domain name, and give you a change (a TXT record) to be added to your DNS settings. Make it yourself, or ask your IT person.
Once done, click Verify DNS Record at the bottom, and with a few more clicks you’ll have your domain-verified account.
This process not only protects your chambers but also boosts credibility in the eyes of your audience.
Starter packs
To make onboarding easier, Bluesky offers starter packs, which provide curated lists of accounts and resources to follow. We’ve created a pack specifically for barristers and chambers to get you started. To use it, log into Bluesky in your browser (or have the app installed on your phone) and then click the button below:
Some popular accounts to follow (included in our pack) are:
We’ll keep the starter pack updated with new barristers and chambers that we notice. If you know of an appropriate account that should be included, please let us know at [email protected] or connect with us on Bluesky: @squareeye.com.
Posting content
Of course you can share content manually on Bluesky just as you do on any other social network. But, as with LinkedIn or X, you can also post news item and judgment headlines automatically as they’re added to your website, using automation tools like Zapier or Make (with the connector Unshape). Ask us if you need a hand setting up a workflow to do this.
Final thoughts
Bluesky represents an opportunity for barristers and legal marketers to develop your online presence. While the platform’s future remains uncertain, taking small steps now – like reserving your chambers’ username – ensures you’re ready to adapt. And if you join the early adopters in actively posting, you can position your chambers as a thought leader in the ever-evolving social media landscape. Are you ready to explore Bluesky? Let’s connect and build a better network for the legal profession. Or ask us at [email protected] if you have any questions.