Bluesky and the AT Protocol: The Decentralized Social Media Revolution | Antonio Pedoto
Discover how Bluesky's AT Protocol is reshaping data ownership and digital identity, cutting out big‑tech control to create a freer, interoperable web where use
Bluesky Protocol Services: the new frontier of decentralized social
The social media landscape is shifting. After years of a few tech giants hoarding our data and deciding what we could see, a growing desire for a more transparent, user‑controlled platform is emerging. This is where the AT Protocol, the beating heart of Bluesky, steps in. Born in Twitter’s research lab and now run by an independent foundation, this protocol is not just “another protocol”: it is a concrete answer to entrenched problems of content management, data ownership, and online community governance.
Why is the AT Protocol so relevant?
Unlike traditional REST‑like APIs, the AT Protocol is built on a decentralized‑by‑identity model. Every user holds a cryptographic key that certifies their digital identity; the key, however, is managed by the individual, not a central server. The result? You can verify the authenticity of a piece of content without relying on an external authority, and you minimize the chances of automated manipulation or censorship.
And then there is the notion of a “federated social graph”: relationships between accounts can travel across different servers (the so‑called “pods”) while preserving consistency and security.
The community pulse on Hacker News
Bluesky’s launch instantly grabbed Hacker News’ attention. The thread “Bluesky: a decentralized social network built on AT Protocol” amassed over 2 500 up‑votes within hours. Three recurring themes dominate the comments: scalability, moderation, and interoperability. Some users applaud the protocol’s ability to make different instances “talk to each other”; others, more skeptical, point to the complexity of pod management for non‑technical users.
It isn’t just a niche discussion: it’s a micro‑cosm of the tension between technical innovation and everyday usability.
Goals of our analysis
In this section we aim to do three things: Technical analysis: break down the key components of the AT Protocol (identity, content signing, federation) and compare them with competing solutions like ActivityPub. Market impact: understand how the promise of a “lock‑in‑free” social network might influence investors, developers, and brands looking for alternatives to the advertising‑centric model. Future outlook: sketch plausible scenarios, from a consolidated network of interoperable pods to possible integration with emerging technologies (Web3, Zero‑Knowledge Proofs).
A real‑world case: IndieTech’s migration to a Bluesky pod
In January 2024, the IndieTech community – roughly 12 000 developers focused on open‑source projects – decided to experiment with the protocol. After generating an RSA key for each member and setting up a pod on a dedicated server, the community transferred its historic threads using Bluesky’s “Content Transfer Service.” The outcome? Users imported the discussions without losing history and, thanks to an ActivityPub‑based bridge, could interact with users on other pods such as Mastodon or Pleroma.
The experience highlighted two fundamental points: interoperability fluidity is real, but the learning curve for pod administrators remains steep.
💡 Did you know… The AT Protocol includes a “Content‑Addressable Storage” (CAS) that assigns a unique hash to every post. This not only makes provenance verification immediate, but also enables network‑wide deduplication, cutting bandwidth usage by roughly 30 % in highly federated environments.
Toward a new social paradigm
While the industry giants continue to juggle privacy scandals and controversial moderation practices, the AT Protocol offers a way out: a network where identity reigns, content is signed, and communities can self‑govern without a “central censor.”
The biggest challenge, however, is adoption. For the model to work, we need reliable pods, simplified onboarding tools, and—most importantly—shared consensus on moderation rules that are both transparent and effective.
The next chapter of this article will dive into the heart of decentralized moderation, showing how reporting and reputation mechanisms can operate without sacrificing freedom of expression. Get ready to discover whether the dream of a truly free social platform is within reach.
Historical context and the background of the decentralization movement
Over the past two decades, the social network landscape has undergone a radical transformation, moving from a near‑monolithic structure to an increasingly varied and interconnected ecosystem. In the early 2000s, platforms like MySpace and Friendster relied on centralized servers where every datum—profiles, messages, photos—was stored in a single proprietary data center. This model fueled the rapid rise of giants such as Facebook and Twitter, but it also created a single point of failure: total control of content and rules by a handful of entities.
With the rise of privacy scandals, algorithmic censorship, and unilateral moderation power, a growing question emerged: “What if users could directly manage their own social networks while still being able to talk across different platforms?” The answer arrived with the concept of federation, the ability of multiple servers—or “instances”—to exchange information via open protocols without relying on a central authority.
The seed of this revolution was planted in 2016 when a group of Stanford researchers published the paper The Social Network as a Distributed System, proposing an architecture where nodes could cooperate while preserving data sovereignty. However, it was Twitter that gave the debate a concrete push: in 2020, founder Jack Dorsey announced the Bluesky project at a press conference, aiming to build a “next‑generation social network” based on open standards. Initially conceived as an internal incubator within Twitter, the project soon spun out into an independent lab to ensure neutrality and external developer participation.
Before Bluesky, the community had already experimented with several decentralization attempts. ActivityPub, published by the W3C in 2018, became the de‑facto standard for federated social content. Mastodon, one of the most well‑known ActivityPub implementations, gained popularity thanks to a network of autonomous servers that let users choose the instance that best matched their values. Despite its success, Mastodon exposed clear limits: handling multiple profiles, scaling large volumes of multimedia content, and lacking a unified mechanism for cross‑instance moderation.
Another experiment, Scuttlebutt, focused on offline peer‑to‑peer synchronization, ideal for low‑connectivity environments, but struggled to provide effective global search and real‑time dynamic content handling.
A concrete case illustrating these challenges is “#TechTalks,” a developer community that migrated from Twitter to Mastodon in 2021 to escape algorithmic filtering. After six months, administrators found that the most active users had to create accounts on multiple instances to reach different audience segments, fragmenting conversation and raising moderation costs. This experience pushed many members to seek a more unified solution where digital identity could be portable yet governed by a shared rule set—an objective that Bluesky and the AT Protocol strive to achieve.
💡 Did you know… The name “Bluesky” comes from “blue sky thinking,” a creative‑industry term for unrestricted idea generation; the project truly aims to open the social sky to new constellations of services.
With a heritage rooted in early federation experiments and a structure designed to overcome interoperability barriers, Bluesky positions itself as the next chapter in an ongoing story. But what concrete mechanisms will the AT Protocol use to guarantee consistent moderation and global scalability? Let’s find out in the next section.
Technical architecture of AT Protocol and its key components
Imagine a social network where you are no longer a simple user but the actual owner of your data. Where moderation isn’t imposed from above but negotiated among communities. Where you can switch platforms without losing your digital identity, as if you were moving your phone number from one carrier to another. This is the vision the AT Protocol (Authenticated Transfer Protocol)—the technical core of Bluesky—aims to realize. But how does it work under the hood? Let’s dissect this revolutionary architecture piece by piece.
The data model: records and repositories, or “your profile is an encrypted diary”
At the heart of the AT Protocol lies a simple yet powerful idea: everything is a record. Whether it’s a post, a like, a follow, or a profile edit, each action is logged as an immutable “record,” cryptographically signed and stored in a personal repository. Think of it as a digital diary where every page is sealed with your digital signature: no one can alter it without you noticing, and you can take it anywhere.
That repository is essentially a structured data archive (similar to a Git database) living on your Personal Data Server (PDS), a server you either control yourself or entrust to a trusted provider. Whenever you publish something, your PDS creates a new record, signs it with your private key, and pushes it to the network. Other nodes can verify the record’s authenticity using your public key, guaranteeing that the content truly originates from you.
Concrete example: when Alice posts on Bluesky, her PDS generates a record containing the text, timestamp, and digital signature. The record then passes to a relay (more on that shortly) which distributes it to other users. If Bob wants to confirm the post came from Alice, he simply checks the signature against Alice’s public key, obtainable via her Decentralized Identifier (DID).
💡 Did you know… The personal repository concept is inspired by Git. Just as you can clone a Git repo and work offline, the AT Protocol lets you “clone” your profile and move it to another server without losing anything. One of Bluesky’s co‑creators, Jay Graber, previously worked on Secure Scuttlebutt, a peer‑to‑peer protocol that uses a similar model.
Decentralized identity: DID and Verifiable Credentials, or “who are you without a central server?”
In a traditional social platform, your identity is tied to a central server. If Twitter bans your account, you lose followers, posts, and reputation. The AT Protocol breaks this dependency with two key tools: Decentralized Identifiers (DID) and Verifiable Credentials (VC).
Decentralized Identifier (DID): your digital passport
A DID is a unique identifier that does not rely on any central authority. It’s like an email address, but instead of being managed by Gmail or Outlook, it’s controlled solely by you. Technically, a DID is a string that starts with did: (e.g., did:plc:12345abcde), followed by a method (such as plc for Bluesky) and a unique identifier.
Each DID is linked to a cryptographic key pair (public and private). The public key is recorded in a DID Document, a JSON file describing how to verify the identity associated with that DID. This document can live on a blockchain, on IPFS, or on a traditional web server.
Why it matters Portability: you can change your PDS or platform without losing your identity. Your DID stays the same even if you migrate from Bluesky to another AT‑based service. Censorship resistance: no authority can revoke your DID. Even if Bluesky bans you, you could continue using your identity elsewhere. Interoperability: DIDs are a W3C standard, usable not only for social media but also for banking, government services, and more.
Verifiable Credentials: proof that you really are you
DIDs solve the identity problem, but how do you prove that a DID belongs to a real person? Verifiable Credentials are the answer. A VC is a digitally signed statement attesting a fact about you. For example, a university might issue a VC confirming your diploma, or a government could issue one confirming citizenship.
In the Bluesky context, VCs could be used to: Verify real‑world identity (linking your DID to an existing Twitter or GitHub account). Demonstrate community membership (e.g., a VC proving you are a verified journalist). Gate access to private spaces (a VC granting entry to a restricted group).
🎯 Practical tip: To experiment with Bluesky or other AT‑based services, start by creating your DID. Tools like DIDKit or providers such as SpruceID can help. Remember: your DID is the key to your decentralized digital identity, so guard your private key carefully.
Benefits of a decentralized protocol for users and developers
At the core of the digital revolution reshaping social media, decentralization is no longer a futuristic idea—it’s a tangible reality changing how users experience online conversation. Bluesky’s AT Protocol, with its portable‑identity architecture, auditable policies, and open developer ecosystem, delivers concrete advantages for both consumers and creators.
Data portability: freedom to choose your provider
Imagine you’ve built a follower network, curated thousands of posts, photos, and comments over years, and suddenly your favorite provider shuts down or changes moderation rules. In a centralized model, the result is often a total loss of your work with no recovery path. AT Protocol shatters this pattern by introducing decentralized identities (DID) that are independent of any single server.
A real‑world example: Marta, an Italian content creator, switched from a traditional platform to Bluesky in 2024. Thanks to data portability, she exported her archive of 12 000 posts as JSON and imported it into a new provider “BlueNest” within minutes, preserving follower links and reactions. This shows that provider choice is no longer a risk but a genuine negotiation lever.
Transparency and auditability of moderation policies
In centralized models, moderation decisions are often opaque: proprietary algorithms, hidden guidelines, and shadow‑banning erode trust. AT Protocol tackles this with declarative policies, machine‑readable moderation rules (e.g., ModPolicy DSL) that are publicly stored on a blockchain. Anyone can verify in real time which content was removed, why, and by which moderation node.
A concrete case comes from OpenModeration, a community project that built a moderation dashboard on top of top.gg. Because policies were auditable, users could view a public log of 342 moderation actions during a week‑long test, discovering that 78 % of removals were copyright violations and the rest spam. Transparency reduced support tickets by 42 % and boosted platform trust by roughly 15 % in an internal survey.
This openness not only makes content management fairer but creates a virtuous cycle: more transparency leads to more accountability, which in turn encourages better user behavior.
Innovation opportunities for developers
For coders, a decentralized protocol is like opening a brand‑new palette of colors. AT Protocol offers standard interfaces—APIs, JSON‑LD schemas—so anyone can assemble plug‑and‑play apps without reinventing identity, feed, or moderation layers.
A concrete example: PicoFeed, a small Milan‑based startup, launched an ultra‑minimalist mobile app for “noise‑free” users. Leveraging Bluesky’s APIs, they built in a week a ranking algorithm based on positive interactions (likes, boosts) and a fully customizable keyword filter. The result? 8 000 downloads on the App Store and a 4.7‑star average rating. The secret? No complex backend to manage.
The protocol also emphasizes modularity. Moderation, analytics, or recommendation components can be “plugged in” by third parties, creating a micro‑service marketplace. Time‑to‑market shrinks dramatically, and even small teams can compete with giants by tapping the distributed node network for dynamic scaling.
💡 Did you know… 63 % of active users on decentralized platforms have tried at least two different providers within a year, precisely because data portability makes switching services effortless?
Obstacles and limits in AT Protocol adoption
Imagine walking into a café where everyone speaks a different language, uses a different currency, and follows distinct ordering rules. That’s partly the scenario we face when trying to adopt AT Protocol at scale. The promises of decentralization and user control are alluring, but the road to a truly open social platform is littered with technical, cultural, and practical challenges. Below are the three main hurdles slowing mass adoption. The invisible barrier: usability for non‑technical users
A classic paradox of innovation: the most powerful solutions are often the hardest to explain. When we talk about Personal Data Repositories (PDS), federation, and decentralized identities, developers hear music; the average Facebook or Instagram user hears alien jargon.
Take Mastodon, an ActivityPub‑based project. Despite recent growth, it still struggles to surpass 2 million monthly active users. Why? The signup process forces newcomers to pick an instance among hundreds, each with its own rules, themes, and communities—a “paradox of choice” that blocks users accustomed to plug‑and‑play experiences like Twitter or TikTok.
Bluesky tries to simplify: instead of choosing a server, the protocol lets you host data in a PDS managed by a third‑party or self‑hosted. However, self‑hosting a PDS demands non‑trivial skills—configuring a server, handling backups, ensuring security, and truly understanding what “owning your data” means. For many, this is a deterrent rather than an opportunity.
💡 Did you know… The term fediverse (the federated universe of platforms like Mastodon, PeerTube, and Pixelfed) was coined in 2008 but only gained mainstream traction in 2022; yet it still accounts for less than 0.1 % of total social media traffic. Scalability and latency: the Achilles’ heel of synchronization
If usability is the visible barrier, scalability is the hidden one. The AT Protocol’s data model—the Repo—stores every post, like, repost, and interaction for a user. These Repos are synchronized across nodes (the PDSs) via a Merkle Search Tree (MST). Elegant on paper, but practical issues emerge.
Latency is the first obstacle. On Twitter, a tweet is written to a central database and appears instantly. With AT Protocol, content must traverse a network of PDSs, each verifying and syncing data. The result? 10‑15 second delays under high activity. Imagine commenting on a viral trend and waiting over ten seconds for your comment to appear—many would find that unacceptable.
Horizontal scalability is the second problem. AT Protocol is “eventually consistent,” meaning data isn’t synchronized across all nodes in real time but “sooner or later.” This works for small communities, but what happens when Bluesky reaches 100 million users? Each PDS would need to handle exponential data volumes and synchronization requests, risking bottlenecks.
A concrete parallel is Scuttlebutt: if a user publishes 100 offline posts and later reconnects, their device must download and verify all those posts—a process that can take hours on slow connections. AT Protocol mitigates this with MSTs, but real‑world stress‑test results are still pending.
📊 Numbers: A 2023 study found 68 % of users abandon an app if it takes more than 3 seconds to load. In an internal Bluesky test, syncing a Repo with 10 000 posts averaged 4.2 seconds on a 100 Mbps connection. What about 1 million posts? Or slower networks? Distributed governance: the fragmentation dilemma
The final—and perhaps most thorny—challenge is governance. Decentralization removes a central authority, which is a strength for resilience and freedom, but it also raises the risk of fragmentation. Without shared rules, communities can evolve in divergent directions, creating “islands” of incompatible policies.
The result? An incoherent user experience, unmanaged abuse, and difficulty applying security updates globally. Experts warn that without a common governance framework, the ecosystem could splinter, undermining the very openness it seeks to promote.
Concrete applications: from micro‑blogging to distributed moderation
Within months, the AT‑Protocol ecosystem has filled with clients demonstrating how theory can become everyday practice. Bluesky’s official app offers a clean interface while letting users decide who can read or replicate their posts. Emerging projects like BeReal‑Clone—an open‑source reinterpretation of the “moment‑sharing” app—have already integrated AT Protocol to manage photos, videos, and metadata in a verifiable, server‑less way.
Toolkit, SDKs, and libraries for building on Bluesky
The backbone of any decentralized ecosystem is a toolbox that lets developers from diverse backgrounds speak the same language. Bluesky provides a suite of SDKs, API specifications, and reference implementations that accelerate the creation of new clients, bots, and services.
Revolution of the social media landscape: market impact
The Hacker News debate last autumn was more than a technical chat—it signaled a fracture between the “big‑tech‑centric” model and a more open vision where users hold the key to their feed. The fulcrum of that fracture is the AT Protocol of Bluesky, an interoperability layer that lets anyone build a social network without starting from scratch.
Engagement: centralized vs. decentralized
Centralized platforms—Facebook, Instagram, TikTok—have honed recommendation algorithms on massive proprietary data sets, achieving average daily time‑on‑site of over 30 minutes per U.S. user and click‑through rates (CTR) between 2.5 % and 4 %.
In the decentralized world, metrics shift. A BlueSky Labs experiment on a 12 000‑user community (“BlueSky Testnet”) showed an average session length of 18 minutes, but with a CTR of 1.8 %—lower than the classic model but more “qualified.” Users on AT‑Protocol platforms interact more often with content they explicitly chose, because transparent feeds make click‑bait harder. Moreover, the monthly retention rate rose 23 % compared to similar niche platforms, suggesting stronger loyalty when users control moderation rules.
Reactions from investors and big tech
Andreessen Horowitz increased its exposure to “social data sovereignty” projects, adding Bluesky to its “Future‑Ready” list. Conversely, Meta reaffirmed its commitment to a “walled‑garden” model but began experimenting with “interoperability bridges” to third‑party protocols—a move many interpret as an attempt to neutralize competition.
Advertising giants like The Trade Desk have launched pilot projects to integrate “ad‑tokens” of AT Protocol, allowing advertisers to pay only for truly viewable impressions within a verifiable ecosystem. This reduces view‑fraud and opens pricing models based on micro‑transactions rather than traditional CPM.
Mass‑adoption scenarios and business‑model repercussions
We can imagine three plausible trajectories: Gradual adoption (15‑25 % market share by 2028) – Hybrid platforms that blend centralized feeds with a “decentralized overlay” capture higher ad revenues thanks to cleaner data. Advertisers shift spend toward “programmatic‑first” on AT while maintaining a presence on Facebook for volume. Mass breakout (30‑40 % by 2030) – A privacy crisis among large data brokers pushes users toward solutions like Bluesky. Advertising value redistributes: decentralized platforms sell premium spaces at higher prices but with transparent ROI. “Ad‑free subscription” models gain traction as users are willing to pay for tracking‑free experiences. Technological stall (under 10 % by 2035) – Scalability, interoperability, and the lack of a universal reference standard hinder adoption. Centralized platforms retain dominance but gradually add transparency features to retain younger audiences.
📊 Numbers Metric Centralized platforms AT‑Protocol (BlueSky Testnet) ---------------------------- --------------------------- ------------------------------- Avg. daily time spent 30 min 18 min Avg. ad CTR 3.2 % 1.8 % Monthly retention 68 % 84 % Avg. CPM $7.50 $4.20 (ad‑token)
A real‑world success story
In January 2024, EcoTalk, an 8 000‑member sustainability community, migrated its forum from Reddit to an AT‑Protocol server hosted by Bluesky. Six months later, daily discussions rose 42 %, and three “green” sponsors bought ad‑token slots. Advertising revenue grew 150 % compared to Reddit, demonstrating that transparency can translate into real economic value.
What it means for the reader: professional and personal opportunities
Imagine waking up to find the social network where you built your community is suddenly inaccessible—not because you broke the rules, but because a decision made thousands of miles away changed platform policies. In my view, the AT Protocol promises to rewrite the rulebook, returning control to users and unlocking new professional and personal possibilities.
Expected evolution and AT Protocol roadmap
The future of AT Protocol isn’t just a feature list; it’s a story intertwining technical innovation, shared governance, and cross‑chain connections. After launching version 1.0—where the “decentralized social graph” was born and content began traveling with cryptographic signatures—the Bluesky team outlined an ambitious roadmap built on three pillars: improved scalability, more democratic governance, and integration with the broader blockchain ecosystem. Near‑term technical milestones
Version 2.0 – “AT 2” Planned for Q4 2024, AT 2 represents the first major upgrade. Highlights include: Native multichain support: a “bridge‑agnostic” layer in the core will let developers choose between Ethereum, Solana, Polygon, or the newer “Aptos” network. Performance boost: consensus time reduced by 30 %, a critical gain for high‑frequency environments. New client APIs: slimmer endpoints with DID‑based authentication. Advanced moderation features: granular modular reputation records enabling fully custom filters.
Version 2.0 isn’t merely an upgrade; it’s a foundation for further integrations.
FAQ – most‑asked questions about Bluesky Protocol Services How does AT Protocol differ from ActivityPub? ActivityPub (2018) follows a “push‑based” model: actors send activities to known endpoints but do not enforce a verified identity. AT Protocol puts Decentralized Identifiers (DID) and Verifiable Credentials (VC) at its core. Every action is signed, so we always know who performed it. This enables precise reputation systems without a central authority. How can I create a DID on Bluesky? Download the app (iOS, Android, or web), go to Settings → Identity → Create DID. The client generates an ed25519 key pair on your device, registers the DID on a anchoring chain managed by Bluesky (currently an IPFS + Ceramic combo), and returns a URI like did:plc:xyz123. No code is required, but developers can use the @atproto/crypto package for programmatic DID handling. Can I use Bluesky without any programming knowledge? Absolutely. The UI is designed for anyone who wants to share content without worrying about nodes or keys. Simply install the app, create an account (which is essentially a DID), and start posting. For power users who want to build bots or integrations, comprehensive API documentation is available—but it’s optional. What are the costs of hosting a relay node? A relay distributes messages between clients. Approximate monthly costs (USD) are: Item Monthly estimate ------ ----------------- VPS (2 vCPU, 4 GB RAM) $20‑30 Storage (IPFS + backup) $5‑10 Bandwidth (~10 TB) $15‑25 TLS certificates (Let’s Encrypt) free Maintenance/monitoring $0‑10 (self‑managed)
Overall, a self‑hosted relay can run for $30‑70/month. Managed “Relay‑as‑a‑Service” options start around $100/month but remove operational overhead. How is content moderation handled in a decentralized environment? Moderation on AT Protocol is hybrid. Each DID can attach modular reputation records indicating whether a user has been reported, banned, or verified. Platforms that read these records can filter content according to their own policies. For example, BlueCafé, a photography group, uses a moderation bot to hide posts from DIDs with a trust score below a preset threshold, achieving local censorship without compromising global freedom of expression. Does Bluesky comply with privacy regulations (GDPR, CCPA)? Yes, by design. DIDs are pseudonymous: the real identity isn’t linked to a DID unless the user makes it public. The protocol includes data erasure mechanisms—users can revoke credentials and delete data via tombstone transactions. Implementations must still provide Data Subject Access Requests (DSAR) and honor GDPR’s data‑minimization principles. Many providers already adopt end‑to‑end encryption for direct messages. What monetization options exist for creators on Bluesky? The protocol introduces social tokens tied to a DID. Creators can issue an ERC‑20‑like token on a compatible sidechain that followers purchase to unlock premium content, badges, or exclusive services. For instance, LunaArt launched the $LUNA token, which fans use for weekly tutorials and live sessions. Additionally, relays can offer pay‑to‑relay (P2R) where advertisers pay to boost visibility within a specific relay’s feed, creating a shared‑revenue model between platform and creator.
💡 Did you know… each DID can be associated with multiple credentials, allowing you to manage separate identities for different contexts.
Summary and call to action: join the new era of decentralized social
Throughout this article we dissected the AT Protocol’s inner workings, highlighted its key components—decentralized identity, signature‑based moderation, and cross‑client interoperability—and compared them with the limitations of traditional socials. We saw how separating protocol (the network) from client (the interface) empowers anyone to craft a personalized experience without seeking permission from a single gatekeeper.
The challenges—key‑management complexity, fragmentation risk, and the need for transparent governance—are real, as evidenced by Hacker News discussions. Yet, in my view, they are surmountable with an active community and a well‑defined roadmap.
The case of BlueSky Social—the first public client launched in 2023—demonstrates that a single user can migrate from Twitter to Bluesky while retaining followers thanks to a portable social graph.
Now the question is: do you want to be part of this revolution? Register, experiment, and, most importantly, contribute to the future of decentralized social networks.
Step back: change is already happening. It’s up to you whether you join the movement or watch from the sidelines.
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Sources and References Introducing Bluesky Protocol Services AT Protocol Documentation Bluesky's AT Protocol: A New Approach to Decentralized Social Media