In recent months, many organizations in the social justice sector have begun contemplating a shift away from the social media platform X (formerly Twitter) due to concerns regarding the dissemination of misinformation and the platform’s perceived negative direction. A survey conducted by the Barrow Cadbury Trust, a significant funder in this area, revealed that a substantial majority—84% of those surveyed—are either reviewing or considering a review of their social media strategies. This inquiry reflects a growing unease within the charitable and nonprofit sectors about their continued alignment with platforms that may not resonate with their core values.
The survey, which included 415 partners and stakeholders, noted that 27% of respondents were using LinkedIn, while 26% reported using X, followed by Instagram at 18%, and Facebook at 17%. Notably, the least utilized platforms were WhatsApp and YouTube at 8% each, and Threads garnered just 4% of user engagement. Many of the respondents expressed particular misgivings about X’s transformation since Elon Musk’s takeover, citing issues such as changes in the platform’s political tone, dwindling analytical accessibility, and a general increase in negativity.
Several organizations, including ACEVO and the Race Equality Foundation, have already severed ties with X since the summer, particularly following riots across the UK that intensified discussions about the role of social media in spreading dangerous content. Participants in the survey echoed concerns regarding X’s potential for propagating disinformation and inciting violence. Some argued that the platform no longer reflects their values despite boasting a significant following that they would need to encourage to transition to alternative platforms.
The Barrow Cadbury Trust acknowledged X’s utility as a campaigning tool but asserted that alternative social media platforms might better facilitate impactful engagement. The foundation has initiated conversations about its own presence on X and has begun cultivating its profile on Bluesky as a potential new venue for outreach. A spokesperson emphasized the importance of balancing a desire to avoid toxicity and misinformation with the need for community connectivity, saying that they do not want to cut themselves off from stakeholders and supporters.
Additionally, the trust asserted that their survey aims to foster dialogue within the social justice sector regarding effective social media utilization. They recognize that a significant portion of their following exists on X, making the decision to leave more complex. The foundation has stated it will maintain its presence on X while ramping up efforts on Bluesky and is keen to see the sector evaluate and potentially reapportion their social media engagement.
Overall, the findings of the Barrow Cadbury Trust survey underline a pressing need for organizations in the social justice landscape to reassess the platforms they utilize for engagement in light of ongoing challenges such as misinformation and ethical discrepancies. As social media continues to evolve, these organizations are contemplating their roles and responsibilities within these digital spaces, seeking to protect their core values while effectively reaching their audiences. The results of this survey may prompt broader discussions on how best to navigate these challenges in a rapidly changing social media environment.