Building Awfis's Bluesky Identity and Feed-Mapping Brief

Marketing Academy · Field Work●Social Media Marketing

All projects·From: Bluesky & the Open Social Web

MiniBuild the Asset· 25 minutes

Awfis Space Solutions

Objective: Given Awfis Space Solutions' current unverified Bluesky handle and an upcoming coworking-membership launch, build a one-page launch brief that fixes the identity layer and ranks five candidate custom feeds worth targeting before a single post goes out.

You're the social lead at Awfis Space Solutions, India's largest flexible workspace operator (NSE: AWFIS), piloting Bluesky ahead of a new coworking-membership push aimed at freelancers, startups, and remote-first teams.

The account currently posts as @awfis.bsky.social with no domain verification and no feed strategy. Fix the identity layer first, then map the five custom feeds most likely to include Awfis content, before writing a single post.

Before you start

What you'll need

Free path (everything below is enough to finish)

Google Sheets

FreeBuild and rank the identity-and-feed launch brief

Free, no account friction, easy to share with the developer handling DNS verification

The process

1 step

Step 01 of 01

Domain-verified identity as the foundation for feed discovery

A `@yourbrand.com` handle via DNS TXT record is free, takes under 10 minutes, and functions as instant verification. Unverified `@username.bsky.social` handles get flagged as potential impersonation by community labelers, and curators are less likely to include an unverified account in a niche feed.

Awfis posts as @awfis.bsky.social today and wants to launch a coworking-membership campaign next quarter. What has to happen before the first campaign post, and which five custom feeds should the brief target?

Google Sheets— A shared launch-brief tab, one row per action item and one row per candidate feed.

Procedure

Row 1: flag the handle switch to a DNS-verified @awfis.com, owner marked as 'developer' (needs DNS access), effort 5 minutes of actual TXT-record work plus propagation wait.
List five candidate custom feed categories relevant to a coworking brand: 'Startup India', 'Remote Work / WFH', 'SaaS Founders', 'Freelancer Life', a regional feed like 'Bangalore Tech'.
For each candidate feed, note whether it uses keyword-matching or human curation (visible in the feed's own description on the app), since promotional posts rarely survive human-curated feeds.
Rank the five feeds by estimated subscriber relevance to Awfis's target buyer (startup founders and remote teams), not by raw subscriber count alone.

Sample output

AWFIS BLUESKY LAUNCH BRIEF (excerpt)

IDENTITY
  Current: @awfis.bsky.social (unverified) -> flagged risk
  Target: @awfis.com via DNS TXT record, owner: developer, effort: 5 min config + propagation

FEED TARGETS (ranked)
  1. Startup India (keyword-matched, high founder overlap)
  2. Remote Work / WFH (human-curated, strong topical fit)
  3. SaaS Founders (keyword-matched, adjacent audience)
  4. Freelancer Life (human-curated, direct buyer overlap)
  5. Bangalore Tech (keyword-matched, regional relevance)

Healthy

A ranked five-feed list plus a scheduled DNS verification task, both dated before the first campaign post.

Unhealthy

Posting campaign content from an unverified handle into no mapped feed, hoping the general timeline surfaces it.

What this means

Identity and feed mapping are prerequisites, not parallel workstreams. An unverified handle undermines trust in curated feeds even when the content itself would otherwise qualify.

So what do I do about it?

Symptom	Action	Effort
Campaign launch date is set but the handle is still unverified	File the DNS TXT record change with the developer at least one week before launch	5 min
No ranked feed list exists before the first post	Build the five-feed brief using this procedure before writing any campaign copy	30 min

YouYou can do this yourself, no engineering access required.

Final deliverable

A one-page Bluesky launch brief: a domain-verification action item plus five candidate custom feeds ranked by relevance to the campaign audience.

See a reference example

Sample output

SULA VINEYARDS BLUESKY LAUNCH BRIEF (excerpt)

IDENTITY
  Current: @sulavineyards.bsky.social (unverified)
  Target: @sulavineyards.com via DNS TXT record, owner: developer, effort: 5 min

FEED TARGETS (ranked)
  1. Wine & Spirits India (human-curated, direct category fit)
  2. Slow Travel India (keyword-matched, tasting-room tourism overlap)
  3. Maharashtra Tourism (regional, human-curated)
  4. Food & Beverage Founders (keyword-matched, trade audience)
  5. Weekend Getaways (keyword-matched, broad consumer reach)

Success criteria

You're done when you can:

Flags the unverified handle as a blocking issue before any campaign content ships
Ranks exactly five candidate feeds with a stated reason for each