Social media can be a powerful tool for genealogists, whether you’re connecting with distant relatives, joining genealogy groups, or sharing research discoveries. However, not all social media platforms are created equal. Understanding the difference between programs can help you make informed decisions about where to spend your time and energy online.

What Are Centralized and Decentralized Platforms?

Social Media platforms (or programs) come in one of two types – centralized and decentralized.  This has to do with their actual programming code, as well as the type of business that owns the platform.

• Centralized Platforms (Examples:  Facebook, Instagram, and X/Twitter) are controlled by a single company or organization. These platforms manage the infrastructure, set the rules, and store all the data in one place.  For the most part, when you join one of these platforms, you can see everyone else on the platform, barring any specific privacy settings individual users might have set.
• Decentralized Platforms (like Bluesky or Mastodon) are more segmented. They operate on multiple servers, often run by volunteers or smaller organizations.  No single entity controls the network, and users can choose which server, or “instance,” they want to join.  You can only see the people on your server or instance.  These platforms require a bit more research, as you’ll want to choose the server that has a robust genealogy community.

Factors You Should Consider When Choosing a Platform

1. Privacy and Data Control

• Centralized platforms often collect and monetize your data. They may use information about what you do on their platform for targeted advertising.  For example, Facebook and X both liberally sprinkle your feed with ads based on what content they notice you find interesting.
• Decentralized platforms give you more control over your data. Many instances in decentralized networks are run without a profit motive, offering greater privacy.  Some even ban advertisements altogether, which means that you may have a higher percentage of posts you’re interested in.

2. Audience and Community

• Centralized platforms generally have greater numbers of users, making it easier to connect with genealogy groups, relatives, and researchers worldwide.
• Decentralized platforms may have smaller, more niche communities, which can feel more personal but might lack the same reach.  To reiterate the point above, you will need to do some research to determine which sites are used by the genealogists you’re interested in following.    The easiest way to do this is to check out the websites of your favorite well-known genealogists and organizations.  They will usually have an icon or note on their site, letting you know what social media platforms they use. 

3. Ease of Use

• Centralized platforms tend to have user-friendly interfaces, with clear instructions for signing up, joining groups, and sharing content.  For example, Facebook, Instagram and Threads are all owned by the same company, so their programs have a similar “look and feel”, and can interact with each other.
• Decentralized platforms can be less intuitive. Choosing an instance, navigating servers, and understanding the mechanics of posting may feel daunting for non-technical users.

4. Content Longevity

• On centralized platforms, content is controlled by the platform and may be removed without notice due to changes in terms of service.
• Decentralized platforms often store content on independent servers, but their longevity depends on the reliability of the server administrators.

5. Cost and Ads

• Centralized platforms are usually free but supported by ads, which can clutter your feed and distract from your research.
• Decentralized platforms may charge small fees or rely on donations to stay ad-free.

How do I Choose?

In general, when deciding which social media platforms to join, ask yourself these questions:

• Where are the genealogy groups or communities that align with my interests?
• Do I need a simple platform, or am I willing to learn something new for added benefits?
• Can I access and back up my shared data easily?

For most genealogists, a mix of centralized and decentralized platforms might work best. For example, you could use Facebook to join large genealogy groups and Bluesky for more focused discussions with special interest groups. By understanding your needs and the trade-offs of each platform, you can make an informed choice that supports your genealogical journey.  And don’t be afraid of changing your platforms later!  As communities and companies ebb and flow, you may want to reconsider your choices down the road.