Social media platforms are evolving into social conversation platforms, focusing on text-based chat around trending topics. Popular apps include Twitter (now X), Threads, Bluesky, Mastodon, and Spill. Each venue offers unique features and caters to different user experiences. For PR professionals, it’s crucial to understand where their audience is and why to communicate and distribute information effectively. As new platforms emerge, thorough research is essential before deciding where to allocate time and resources.
Comparative Analysis: Social Conversation Platforms – Threads, Bluesky, Spill & More
Exploring the Evolution of Social Conversation Platforms
The landscape of social media has evolved significantly, giving rise to a new breed of social conversation platforms. These platforms, such as Threads, Bluesky, and Twitter (now X), focus on text-based chat, allowing users to discuss, post, and even debate issues and content through simple text updates and replies. This shift in focus from image and video content, as seen on platforms like TikTok, Snapchat, and Instagram, to text-based conversation has created a new dynamic in the social media sphere.
Understanding the Popular Social Conversation Platforms
Twitter, the pioneer of 140-character posts in 2006, recently rebranded as “X.” Despite changes over the years, its functionality remains the same, and it still reigns supreme as the go-to app for connecting with others during live events and breaking news.
Threads, owned by Meta and launched on July 5, 2023, made history by gaining the most users for an app in the shortest amount of time. However, unlike Twitter, Threads lacks features such as trends and search, offering a “sunnier” version of Twitter in voice and content.
Bluesky, a project started by former Twitter CEO Jack Dorsey, has gained traction since its beta launch in 2023. The platform includes features like “What’s Hot” or popular, trending posts and “Popular With Friends, and an extensive moderation section addressing privacy and safety issues.
Mastodon, a decentralized social media network, offers a unique platform for community building. Users can join separate groups hosted on various servers based on specific interests. Still, they can also see all groups’ entire Mastodon user feed to avoid being in a bubble.
Spill, a new and creative option for text-based feed communications, is fast becoming an alternative for Black Twitter users. Users post meme-like text over photos, gifs, or videos to create the look of an image card, making Spill the most visual of the posting platforms.
The Importance of Social Conversation Platforms for Communicators
In an era where traditional social media platforms are no longer the user juggernauts they used to be, communicators and PR professionals must understand where their audience is and why. With more platforms available, users have more options for receiving information. Serving the public important information is a top priority for communicators, and understanding where and why your users are on a particular platform should be a part of any good social media and PR strategy.
While it’s essential to keep up with new platforms, it’s not necessary to immediately jump in, especially if your audience isn’t there. Doing the research is crucial to deciding where to spend time and resources. As the landscape of social media continues to evolve, so should the strategies of communicators and PR professionals.
Additional Resources for Conversation Platforms and Strategy
As social conversation platforms continue to evolve and increase in popularity, communicators and PR professionals must stay informed and adapt their strategies accordingly. For more resources on conversation platforms and design, follow Nicole Schuman, senior editor for PRNEWS, on Twitter @buffalogal.
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