The Changing Social Media Landscape: What Nonprofits Need to Know About Meta’s Policy Changes

Key Policy Changes

Discontinuation of Third-Party Fact-Checking 
Meta has ended its third-party fact-checking program, moving towards a "Community Notes" system. This system allows users to add context to posts, somewhat akin to the model used by X (formerly Twitter). While this could increase user engagement, it raises questions about how effective this will be in preventing the spread of false information.

Relaxation of Content Moderation Policies 
Meta has relaxed some of its content moderation practices, focusing primarily on more severe and illegal content. Notably, the company has lifted prohibitions on speech that could disparage or harass marginalized communities. This has sparked concern among advocacy groups about the potential increase in harmful content targeting vulnerable populations.

Increased Visibility of Political Content 
Meta is reintroducing more political content into users' feeds, reversing earlier efforts to limit such content. The move aims to promote "free expression" on the platforms, but it raises important questions about how this will impact the spread of misinformation and the safety of online spaces.

The Growing Concerns

Spread of Misinformation 
The new Community Notes system may seem like a way to empower users to provide additional context, but critics argue it could make it easier for false or misleading content to proliferate. Relying on user-generated content for moderation may not effectively prevent the spread of misinformation, particularly when false narratives are shared widely.

Impact on Vulnerable Communities 
With the relaxation of content moderation, there is growing concern that marginalized communities will face increased negative impacts due to inaccurate, harmful, and abusive content. Advocacy groups fear that the platforms could become more hostile, with users potentially facing more harassment and discrimination.

Global Human Rights Implications 
Meta’s new content policies have raised alarms globally. Organizations like Amnesty International have warned that the changes could increase the risk of human rights abuses and violence, particularly in regions where social media platforms have played a role in facilitating harm.

Changes to Ads

Meta’s policy changes aren’t limited to content moderation. They are also impacting how ads are managed, especially for nonprofits in the U.S. These changes could have significant implications for outreach, fundraising, and advocacy.

Scrutiny on Political & Social Advocacy Ads 
Nonprofits advocating for social change, human rights, or voter engagement will likely face more scrutiny, especially with the rise of AI-generated content. New rules require organizations to disclose AI-generated content in political or social issue ads, potentially causing delays in ad approval and disrupting campaign timelines.

Stricter Audience Targeting for Social Causes & Advocacy 
Paid campaigns targeting sensitive topics like employment, housing, social issues, and elections will now face stricter limitations, especially within the "Special Ad Categories." This could make it harder for nonprofits to reach their desired audience through paid ads. Custom audiences, such as donor lists, may also face restrictions, making it more difficult to run targeted ads for workforce development or financial aid programs.

Increased Costs & Limited Reach 
With tighter targeting restrictions, paid reach on Meta’s platforms may become more expensive. Nonprofits could find that their advertising dollars are less effective as they face higher costs and limited reach. For example, you may need to run a campaign longer to get the same results you may have seen previously during a shorter period.  

Privacy & Data-Sharing Challenges 
Meta’s stricter data privacy policies mean nonprofits may have access to less user behavior data from Facebook and Instagram. If users opt out of personalized ads, it will be harder to track conversions, such as event sign-ups or donation form completions.

Tough Conversations for Your Organization

These changes require organizations to reassess their social media strategies. Here are a few tough questions to consider:

• How will these changes impact your social media strategies?
• How much do you want to consider the owners of these platforms, and do their values align with your organization's mission?
• What will you lose if you leave or deprioritize certain channels? What could you gain?
• What are other organizations in your space doing?

Our Best Advice: Take Your Time

Before making any big decisions, take a moment to reflect on how these changes affect your organization. While it's tempting to make swift moves, here are a few pathways to consider:

• Stay, adapt, and keep growing your audience: Adjust your approach while continuing to build relationships with your followers.
• Stay and limit or eliminate ad spending: You may decide to focus on organic content and engagement rather than paid campaigns.
• Keep your accounts but deprioritize the channels: If certain platforms no longer align with your goals, consider reducing your time and energy spent on them. Do not delete your accounts, though! It’s important to keep them so you can maintain ownership of your handles, and, as we know, things change quickly. You may want to use them more again in the future.  

Remember: Social Media Is Just One Part of Your Strategy

Don’t feel pressured to be everywhere on social media. It’s more important to have a few well-managed accounts than to spread yourself thin across many platforms. Plus, your audience is rarely confined to a single social media channel—people tend to use multiple platforms, so having a focused presence can still help you reach them effectively.

Social media is a tool, but it’s not the entire strategy. Keep your eyes on the bigger picture and adjust as needed to stay aligned with your mission.  

Are you looking for a partner to help with your organization’s digital strategy? Let’s talk!