While there’s still a long way to go for Mastodon to catch up with Twitter’s 238 million daily active users, it is currently one of the most promising alternatives to the centralized walled gardens of Meta or Google.
Mastodon’s Fediverse indeed provides new avenues for organizations to explore and reach out to new audiences. The easiest way to get started is to create an account, get a quick sense of the type of content that garners the most engagement under the network’s Explore tab, launch a brand instance or server, set up baseline community rules to follow, and start inviting users.
While you cannot gain instant reach and visibility at the outset, you can gradually build a vibrant organic presence. For those seeking earned media love, the potential is there.
The best part of this social network is that brands have complete control to seed conversations around specific topics, communicate with audiences proactively, and analyze consumer sentiments. But this can also leave a lot of businesses clueless about its functionality and complex structure. Like all new platforms, there is a learning curve.
In essence, Mastodon is a different paradigm of social media that has a long way to go.