What the heck do the changes to meta’s policies mean for my organization?
In January 2025, Meta Platforms, the parent company of Facebook, Instagram, and Threads, announced significant changes to its content moderation policies. These adjustments aim to enhance free expression but carry implications that organizations should carefully consider.
Key Changes:
Transition to Community-Based Fact-Checking:
Meta is discontinuing its third-party fact-checking program in the U.S., replacing it with a community-driven system known as "Community Notes." This model allows users to add contextual notes to posts, similar to the approach used by X (formerly Twitter). The shift entrusts content evaluation to the user community rather than independent fact-checkers.
Relaxation of Content Moderation Policies:
The company is easing certain content restrictions, particularly around political discourse. This includes lifting previous limitations on discussions related to topics like gender and immigration, aiming to reduce perceived censorship and promote open dialogue.
Reduction of Diversity, Equity, and Inclusion (DEI) Programs:
Meta has announced the dismantling of its DEI initiatives, stating a continued commitment to "cognitive diversity" while moving away from structured DEI programs. This move reflects a shift in the company's approach to workplace inclusivity.
Implications for Your Organization:
Increased Misinformation Risks: With fewer fact-checking measures in place, health misinformation and stigma-based narratives may spread more easily. Organizations will need to actively monitor content, engage in fact-checking themselves, and ensure their own messaging is clear, evidence-based, and well-sourced.
Greater Need for Brand & Community Protection: With relaxed content moderation, substance use and mental health organizations may experience an increase in harmful comments, misinformation, or controversial discussions on their posts. This makes community management, comment moderation, and crisis response strategies more important than ever.
Uncertain Advertising & Content Visibility: Meta’s algorithmic changes may impact organic reach for organizations that don’t invest in paid ads. Additionally, advertising alongside less-moderated content could harm an organization’s reputation if their message appears next to misinformation or offensive material.
Recommended Actions:
Stay Informed: Regularly review updates from Meta to understand ongoing changes and their potential impact on your organization's social media strategy.
Evaluate Content Strategies: Assess your current content and advertising approaches on Meta's platforms. Consider implementing stricter internal guidelines to mitigate risks associated with increased misinformation and relaxed moderation.
Engage with Your Audience: Foster open communication with your audience to address concerns arising from these platform changes. Transparency can help maintain trust and credibility.
Explore Alternative Platforms: Given the evolving landscape, it may be prudent to diversify your organization's social media presence across multiple platforms to reduce reliance on any single service.
By proactively adapting to these changes, your organization can continue to effectively engage with your audience while safeguarding its reputation in the shifting social media environment.
Should We Still Use Meta Platforms?
With Meta’s recent policy changes, many organizations are questioning whether they should continue using Facebook, Instagram, and Threads for digital engagement. Here’s what you need to consider:
1. Are Meta platforms still effective for reaching our audience?
Yes, but with caveats. Facebook and Instagram remain two of the most widely used social media platforms in Canada, particularly for community engagement, fundraising, and public awareness campaigns. However, the shift away from traditional fact-checking, relaxed content moderation, and increasing misinformation risks mean organizations must be more proactive in monitoring and managing their content and audience interactions.
2. What are the risks of staying on Meta platforms?
Misinformation & Mistrust. With reduced third-party fact-checking, organizations will need to actively monitor and correct misinformation.
Brand Safety Concerns. More relaxed moderation could mean your content appears next to harmful or misleading material.
Algorithm & Visibility Challenges. Meta’s algorithm changes can make it harder for nonprofits and advocacy groups to get organic reach without ad spend.
3. What can we do to protect our brand if we continue using Meta?
Double down on fact-checking
Leverage community engagement
Be selective with advertising
Diversify platforms
4. Should we leave Meta entirely?
It depends on your audience and goals. If your organization has a strong community on Facebook or Instagram, it may be more beneficial to adapt your strategy rather than abandon these platforms. However, organizations should also consider investing in alternative platforms to build long-term sustainability outside of Meta’s ecosystem.
5. What are the best alternative platforms for Canadian organizations?
LinkedIn
BlueSky
Your Website & Email Lists
Final Verdict: Should You Stay on Meta?
This is an individual organizational decision, and there is no single right answer. The question isn’t just about whether Meta is still useful—it’s about whether the value of staying outweighs the potential harm your participation may cause.
The Value of Staying on Meta
Meta remains the largest digital network in Canada, with Facebook alone reaching 29 million Canadians each month. This means access to huge, diverse audiences that may not be as active on alternative platforms.
Many grassroots movements, organizations and advocates still rely on Meta platforms to engage communities, fundraise, and educate people on harm reduction and mental health issues.
Social media is about meeting people where they are—and for now, a large percentage of the population is still on Facebook and Instagram.
The Potential Harm of Staying
By continuing to use Meta, organizations indirectly support its evolving policies, including its relaxed approach to misinformation and reduced DEI efforts.
More exposure to hate speech, misinformation, and unethical advertising practices could harm an organization's reputation and mission.
Over-reliance on Meta’s platforms without diversifying digital presence can leave organizations vulnerable to future changes.
The decision to stay on Meta or shift away should be intentional — rooted in your values, audience needs, and strategic goals. No platform is perfect, but understanding the risks and adjusting your strategy accordingly will ensure your organization continues to make an impact.
References:
Meta. (2025, January). More speech, fewer mistakes: A new approach to content moderation. Meta Newsroom. Retrieved from https://about.fb.com/news/2025/01/meta-more-speech-fewer-mistakes
Wired. (2025, January 29). Meta’s DEI rollback: What it means for digital equity. Retrieved from https://www.wired.com
Wall Street Journal. (2025, January 30). Meta’s policy changes raise brand safety concerns among advertisers. Retrieved from https://www.wsj.com