Social Media Strategy Alert: Why Schools Need to Rethink Their Meta and X Presence

According to an article by Tim Bradshaw and Yasemin Craggs Mersinoglu? in the Financial Times yesterday, "Meta is going to catch less bad stuff," Mark Zuckerberg recently acknowledged when announcing the end of third-party fact-checking, arguing the trade-off was worthwhile to reduce the number of "innocent people's" posts being taken down.

For educational institutions, this frank admission raises immediate concerns about safeguarding and reputation management. With Meta's announcement about ending its third-party fact-checking programme in favour of a community-based approach similar to X's model, educational institutions need to carefully evaluate their communication strategies.

The Changing Landscape

While these changes will initially roll out in the USA, with EU regulatory review pending, the shift signals a broader transformation in how content is moderated on major social platforms. This new approach raises several critical concerns for educational institutions:

Content Control and Brand Safety

Schools have traditionally relied on Facebook groups and pages for parent communication and community building. However, can we still ensure these spaces align with educational values when:

• Content moderation is increasingly community-driven rather than professionally vetted
• Advertising appears alongside school communications without rigorous verification
• Misinformation can spread more easily without third-party fact-checking
• Parent engagement may be deterred by concerns about exposure to inappropriate content

Risk Assessment for Educational Institutions

Marketing directors need to consider:

1. Reputation Management: How does your school's brand align with platforms that are reducing professional oversight?
2. Community Safety: Can you guarantee parents a safe, positive experience when accessing school communications?
3. Engagement Quality: Are platform algorithms prioritising engagement metrics over meaningful community building?

Strategic Recommendations

Consider implementing these approaches:

1. Audit your current communication channels and evaluate their effectiveness and safety
2. Explore dedicated community platforms designed specifically for educational institutions
3. Develop a multi-channel strategy that prioritises controlled, safe environments
4. Consider investing in owned media channels where content and interaction can be properly moderated

Moving Forward

While large social networks offer broad reach, their evolving policies may no longer align with educational institutions' needs for safe, reliable community engagement. Marketing directors should:

• Review their current social media strategy
• Assess the risks of continued platform presence
• Consider alternative channels that offer better control and safety
• Develop clear policies about platform usage and community engagement

The goal isn't necessarily to abandon these platforms entirely, but to ensure your school's communication strategy prioritises safe, positive engagement that truly serves your community's needs.

Call to Action

Now is the time to evaluate your school's social media presence and community engagement strategy. Consider whether your current channels truly support your institution's values and reputation, and explore alternatives that might better serve your community including - staff, pupils and their families.

Susan Burton is the founder and Classlist, the world’s largest community management platform designed especially for schools.?