How my history with social media has informed my choice for the best new platform
I was once an avid Twitter user, though it wasn’t my first experience with social media. Like many parents, I’d joined Facebook in its infancy, mostly to keep an eye on my kids – one of whom had transitioned there from MySpace. But like most adults during Facebook’s infancy, I became a regular user – posting and sharing, not always sure how this whole social media thing was supposed to work. And then, like many, I became extremely disenchanted with Facebook for all the reasons you probably know: the disinformation and polarization, the constant barrage of humble brags and posting of people’s false narratives, and of course, Mark Zuckerberg’s lack of concern over user privacy, content moderation, and accountability for offensive and sometimes violent rhetoric.
I wasn’t under the false impression that Jack Dorsey cared anymore about all of this stuff than Zuck did but Twitter was – especially in those early days – so much more enjoyable.
First, the idea that you had to keep your tweets to a certain number of characters appealed to me as a writer. You had to be crisp. You had to be clever. You had to distill your thoughts down to their purest essence.
Second, you had access to anyone – brands, celebrities, sports figures, and of course, regular folks – and you could engage with them in the closest thing to a town square available in the digital world. There was nothing more entertaining than coalescing around a major pop culture event and reading the creative and often hilarious thoughts that Tweeps shared. There was always a bit of a rush associated with someone notable liking your Tweet, gaining new followers because you tweeted something interesting, or having a tweet retweeted multiple times.
Finally, back then, Twitter was truly a place where you could meet like-minded friends. Hashtags let you instantly seek out a community all interested in the same topic. As a sports – and in particular, hockey – fan (and what some in my family call “the angriest sports tweeter” but only when my team is losing miserably), I quickly found other sports fans to commiserate with. There was an entire #HockeyTwitter community and specifically, an #LAKings family, and getting to know them as we live-tweeted games was pure fun. Celebrating the Kings winning their second cup in 2014 was even more special because we had all shared the season and the playoffs leading up to that cup win together, in real time, digitally. In fact, many of us have actually met in person since and become friends outside the Twitterverse.
Like all good things, the Twitter we knew and loved came to an end when Jack stepped aside and sold the company to Elon Musk. We all know what Musk has done to Twitter since he arrived with his layoffs and firings, ill-conceived, paid blue-check mark requirements, rate limits and so on. Suffice to say that Twitter is dying a slow and ugly death. The day Musk’s acquisition closed, I deleted my Twitter accounts and never looked back. But I have been hoping for a substitute – some other platform that would take Twitter’s place.
Some friends had checked out Mastodon, others gravitated to Spoutible, but none seemed to have the feel of Twitter while attracting the same mass of users – in particular, brands and organizations – that, like it or not, are necessary to make such a platform successful.
Then Jack told us he was creating a new platform – BlueSky. This is going to be great, thought Twitter users everywhere! Unfortunately, Jack made BlueSky available only to a select set of folks, opening it up little by little with invitation codes they could bestow upon others, thereby limiting the user base. Of course, this perceived exclusivity gave BlueSky some definite buzz and caché and when a friend offered me an invite code, I took advantage of it to see for myself if this could eventually be the Twitter replacement we were all hoping for.
As it happens, almost simultaneous with my acquisition of the coveted code for BlueSky, Meta launched Threads and threw a wrench into both BlueSky’s and Twitter’s plans. Seemingly taken off guard by the launch, both Musk and Dorsey went into attack mode against Zuck and Threads. Personally, I find this three-way hissy fit to be the expected and unsurprising result of Silicon Valley bro culture and while I doubt there will be a literal cage match, the likes of which Musk and Zuck have been talking about for weeks, there is certainly a raging war for the hearts, minds, attention spans, and ultimately – data – because, let’s be real, it’s what all of them and their eventual advertisers want, of social media users.
Zuckerberg did one thing his rivals could not that made Threads an instantaneous success with nearly 100 Million users in just under four days: he allowed Instagrammers to use their existing accounts to sign-up for Threads and automatically import all of their Instagram follows and followers. I was encouraged by friends and family members to check it out on the first day it emerged and liked what I saw. Threads has a Twitter-like look and feel and immediately, most of the former Twitter friends I wanted to see (and whom I’d been missing since giving up Twitter a year ago) arrived there. It seemed like just a few hours passed before brands, celebrities, and organizations joined in.
I’ve now been using both Threads and BlueSky for about four days. Do either of these fully replace the Twitter experience I once loved? Not yet. But one of them is getting closer than the other. Here’s my take:
Right now, BlueSky has a nice, visual look and feel that is slightly better than Threads and very Twitter-like. I appreciate the “What’s Hot” (similar to Twitter’s “Trending”) at the top of the feed which lets you quickly see what’s happening on the platform. There’s also a “Popular with Friends” tab at the top but it is “temporarily disabled and will be back soon” apparently. BlueSky’s key feature win over Threads is that it allows you to curate your feed, seeing only those accounts you are following. Threads doesn’t have this yet so, as one friend put it, it’s like drinking from a fire hose every time you open the app, instead of just seeing what you want to see. That said, the Threads folks say they are working on this and will soon enable both this as well as the ability to see your feed chronologically.
My chief issue with BlueSky is that the limited user base makes it seem very “cliquey”. I don’t see a lot of the friends, family, brands and organizations I want to follow on the platform, so that immediately limits my interest and engagement. There’s a “Discover Feeds” that purports to help you find things you’re interested in (similar to what hashtags do for Twitter, Instagram and other social media platforms), but it seems very limited and frankly, some of the Feeds are just odd and not of interest to me (Cat Pics – nope, Game Dev – for gaming design and development, and HellThread feed – which, I honestly have no idea about, even after looking through it). I’ve also noticed that many of the folks I follow have become seriously obsessed with raging against not just Elon and Twitter – the common enemy of all right now – but against Zuckerberg and Threads, since the moment it came onto the scene. BlueSky seems snarkier, more aggressive, and just a bit less welcoming than I would have expected.
That brings me to Threads. The positives: I loved that I immediately had connections to folks I wanted to see there, largely due to the automatic porting over of my Instagram audience. Brands, celebs and organizations, as mentioned before, flocked to it immediately, so I instantly saw, for example, my Los Angeles Dodgers, Kings and UCLA Bruins, retailers I like including Nordstrom and Lululemon, fun accounts like On Her Turf and Saint Hoax, and personalities and celebrities from Dr. Jane Goodall to Trevor Noah. The look and feel is decent and similar enough to Twitter to make it user-friendly and intuitive. That said, it is missing some key features that must be added if it’s truly going to win me over:
- Ability to curate the feed – Critical for removing all the noise and allowing me to follow just those I want to see and hear. Also, the ability to make the feed chronological (which Threads says will happen) is a must.
- Hashtags or something like them – Everyone wants to be able to quickly find the topics and events they’re interested in following and “threading” about. It’s a key means of starting and/or following a conversation.
- Ability to integrate GIFs and other visuals natively – You can attach photos (haven’t tried videos yet) but if you want to use a GIF, you have to use a third party app (and most of those have some sketchy tracking). I use the Giphy app for now and copy/paste which sometimes – but not always – works. Note that I’ve seen a number of users posting on BlueSky that they don’t care for GIFs, are “over them” or think that they make people “lazy” when they can substitute a GIF for words. I’m ambivalent though I do like a good GIF now and then to illustrate a point but I’m mostly sharing this to give you yet another clue as to the vibe at BlueSky.
- No direct messaging. To be fair, neither BlueSky nor Threads has Direct Messaging yet and I always felt like DMs were more a curse than a blessing, so I’m not too fussed about it. Regardless, I expect both platforms to add this in the future as many users do want it.
So who wins this war? It’s only been four days, so I could change my view – particularly once BlueSky opens up to anyone – but my money is on Threads. I think Zuck’s marketing strategy of rolling this out via Instagram was brilliant – less friction equals easy adoption. The Threads vibe seems positive so far with many users praising the platform for being a “kinder and gentler” place than Twitter. That said, I’m skeptical that Meta will be able to maintain this as it grows the user base and scales the platform, but having some content moderation as compared to the hellscape Twitter has become is refreshing. Head of Instagram, Adam Mosseri, who was key to bringing Threads to life, says they are “looking to build an open, civil place for people to have conversations”. It remains to be seen whether or not they can make it happen, but so far, my money is on Threads for the best chance to win this social media war.