Did you know social media actually dates back to the 1970s? Long before the web, the PLATO (Programmed Logic for Automatic Teaching Operations) computer system pioneered online communities with message boards, email, chat rooms and games, laying the foundation for today’s social platforms. It was followed by Bulletin Board Systems, CompuServe, and AOL, which kept Instant Messenger running until 2017. You can still sign up for an AOL email today.
Now, in 2025, we’ve fast-forwarded past Vine, Google+, and Clubhouse to Facebook, Instagram, TikTok—and now, Bluesky and RedNote. As TikTok’s future wavers and President Donald Trump tries to play its savior, China’s RedNote app has gained 700,000-plus U.S. users in two months.
For PR pros, this leaves many clients with a question: what social platforms are right for their business? I asked PR strategist Ariel Shapiro, CEO and founder at Spotlight Communications and PR veteran, this exact question, as well as several others regarding strategy in the current social media landscape.
“Several [clients] have chosen to stop using X [formerly Twitter]," Shapiro says. "They found that the engagement was no longer productive, and the platform has shifted away from being a space for open industry discussions. Given these changes, they decided it wasn’t worth investing their time in engaging on X.”
Bottom line? We’ve been here before. As history repeats itself, here are five PR tips for anyone considering a transition to Bluesky, RedNote, or any new platform.
Stop Looking for Money Signs
Most brands see social media as a cash grab, but users are there for relationships, not sales pitches. Choose the platform where you can build real engagement, and authenticity will fuel organic growth. The brands that focus on conversations, not conversions, win.
“The key factor is whether it offers meaningful engagement and ROI rather than just being the latest trend,” Shapiro says. “Most are taking a wait-and-see approach. They don’t have the bandwidth to invest in a new platform that may or may not align with their long-term business goals. Yet, if a platform gains significant traction, especially within their industry, they’re open to exploring how it could fit into their strategy.
Try a Quiet Campaign First
New platforms bring uncertainty—no established algorithms and unpredictable user behavior. Don’t go all in too soon. Start by observing. How are users interacting? What content resonates? Then, soft launch by posting sparingly and engaging organically.
The goal isn’t to dominate. It’s to build credibility, refine your message, and get ahead of competitors before they realize the platform’s potential. The loudest brands don’t always win—the best listeners do.
“Since PR is a long-term strategy, the key is to monitor consistent improvements over time,” Shapiro notes.
Leverage "Early-Settlers Advantage"
Early adoption is a rare opportunity. Smaller, highly-engaged audiences mean faster visibility than on Instagram or X. You don’t need a full-fledged campaign. Secure your handle, explore the platform, and start engaging. Thought leaders emerge simply by showing up and experimenting before the masses arrive.
What metrics are relevant? Shapiro goes back to the basics.
“The most relevant KPIs tend to be increases in website traffic, inbound leads, social media engagement, and share of voice in the industry," he says. "While it can be hard to pinpoint the exact source of these gains...they collectively indicate growing brand awareness and credibility.”
Focus on Community, Not Content
Early adopters on Bluesky, RedNote, and similar platforms aren’t looking for polished brand messaging. They want real conversations. Immerse yourself in discussions before pushing marketing-heavy content. Engagement beats broadcasting. Plus, you don’t know what content works yet, do you? The brands that succeed listen first, experiment second.
“PR is an investment in reputation and trust,” Shapiro says. “Customers seek brands that not only offer quality content or services, but also align with their values.”
Be Ready to Pivot Quickly
In 2020-21, Clubhouse exploded, then faded once Twitter Spaces and others copied its format. The same could happen with Bluesky, RedNote, or the next big thing. Flexibility is key. Test, learn, adapt. If a platform declines, shift with your audience.
Social media isn’t just about jumping on trends. It’s about understanding human behavior.
Platforms rise and fall, but one thing remains: people crave connection. Whether you’re testing Bluesky, RedNote, or the next breakout platform, remember: your audience follows relationships, not logos. Be part of the conversation. As always, the best PR starts by listening.
Lindsey Bradshaw is a freelance PR and communications consultant at Lindsey Bradshaw Communications. For 17 years, she’s helped Series A-D tech startups drive awareness and achieve business goals through PR.