Every now and then you get a chance for a “Do Over.”
And that is what it feels like with the BlueSky social network that is suddenly taking off in the wake of the recent USA elections.
Since 2007 you may have known me as @RobbMontgomery on Twitter and I guess I will now be posting as @RobbMontgomery.com because BlueSky smartly provides the delightful user experience that the original Twitter did.
BlueSky is the social network that feels like a throwback to the Twitter golden era. A time before the dreaded “For You” default feed, blue check marks, throttling of reach, and Elon.
The way that BlueSky is governed is also feeling a like a “Do Over.”
Instead of a VC funded startup like Twitter was, the network is operated by a public benefit organization.
BlueSky is also an open social network, third-party developers can create their own apps to support Bluesky. Here is a list of some of the existing third-party projects currently being developed.
How do I get verified as a journalist?
On BlueSky, journalists and news organizations can self-verify by setting their website directly as their username. For example, some newspapers’ handles that already exist on BlueSky include @nytimes.com, @washingtonpost.com, and @npr.org.
As a result, each organization now manages verifications for their own journalists too. For example, a newsroom can verify an affiliated journalist through a subdomain like @name.newsroom.com.
Freelance journalists and writers that aren’t affiliated with a specific organization can set their username to be their website (which is the domain that they own).
What are custom feeds and how can journalists use them?
Custom feeds are a feature on BlueSky that allow you to pick the algorithm that powers your social media experience. Imagine you want your timeline to only be posts from your mutuals, or only posts that have cat photos, or only posts related to sports — you can simply pick your chosen feed from an open marketplace of feeds developed by our team and third-party developers.
For users, the ability to customize their feed gives them back control over how they spend their attention. For developers, an open marketplace of feeds provides the freedom to experiment and publish algorithms that anyone can use.
This means that BlueSky does not control a single algorithmic timeline for all users. Instead, users have created feeds of their own, including feeds specifically for news.
BlueSky does not feature the spammy “sponsored posts” and force-fed algorithm engagement that clutters your feed.
Quite the opposite. With BlueSky you choose what content appears on your home page.
Bluesky’s feed options are extensive and easy to use.
Journalists are free to experiment with custom feeds too. For example, a local journalist in Portland could create a feed specifically for Portland. Similarly, a finance journalism organization could create a feed specifically for financial news.
For a deep dive on Custom Feeds, I recommend the step-by-step walkthroughs in this article – How to Moderate Your Own Feed on Bluesky.
Background for reporters
Bluesky is a unique social media platform that operates as a Public Benefit Corporation (PBC) with a focus on developing decentralized technologies for open public conversation.
Key aspects of Bluesky’s structure and mission:
Corporate Structure
Bluesky is incorporated as a Public Benefit Corporation (PBC) in the United States
This means that while it can generate profit, its primary mission is to serve the public good rather than solely maximizing shareholder value
The company is owned by CEO Jay Graber and other Bluesky employees
Mission and Goals
Bluesky’s mission is to “develop and drive large-scale adoption of technologies for open and decentralized public conversation”
Their key objectives include:
- Creating a decentralized social media platform not controlled by a single company
- Developing the AT Protocol, an open-source toolbox for building interoperable social apps
- Promoting algorithmic choice and composable moderation
- Offering account portability and user data control
Funding and Independence
- Initially funded by Twitter with $13 million in December 2021
- Became an independent entity from Twitter, with no current legal or financial ties
- Raised $8 million in seed funding in July 2023 from various investors
Governance
- The board of directors consists of Jay Graber and Jeremie Miller (inventor of Jabber/XMPP)
- Jack Dorsey, the original initiator of the Bluesky project, is no longer on the board as of May 2024
Business Model
As a PBC, Bluesky is not solely focused on generating returns for shareholders. They are exploring alternative monetization strategies, such as:
- Offering custom domains for users to purchase and manage through Bluesky
- Developing valuable services for users that align with their decentralized approach
Open Source and Community
Bluesky emphasizes transparency and community involvement:
- The AT Protocol is open-source
- They provide public documentation about their technology and vision
- The company encourages developer participation and experimentation with the protocol
By operating as a Public Benefit Corporation, Bluesky aims to balance its mission of developing open, decentralized social technologies with the need for financial sustainability, while prioritizing the public good over pure profit motives.
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