Meta's shift in content moderation: How to approach community notes 

Meta CEO Mark Zuckerberg recently announced significant changes to the company’s content moderation policies, sparking discussions about the future of digital communication and information integrity on social media platforms.

As The Conversation reported, the dynamics that polarise us on social media are potentially about to get worse.

While there are legitimate challenges created by current moderation policies, many have raised concerns about the possible consequences of reduced fact-checking, which serves a crucial role in helping users distinguish between accurate and false information.

For example, studies have shown that Facebook’s structure of closed groups could amplify misinformation when relying solely on community-based fact-checking. This risk becomes particularly acute in areas experiencing conflict or political tension.

Meta’s engagement-focussed algorithm adds another layer of complexity. Historical data shows that controversial or misleading content often generates significant engagement, potentially leading to increased visibility of harmful material in these echo chambers.

How should your community management strategy for Meta change?

Different sectors face varying challenges and opportunities under the new system.

For example, nonprofits may find new opportunities in the relaxed restrictions on political content, while more corporate clients should focus on developing authentic leadership voices and strengthening their video content capabilities.

Here are some of the other ways that you can adapt to the Community Notes approach:

• Get familiar with Community Notes: Learn how it works, understand the best ways to analyse and respond, and get comfortable engaging with the system. Make sure you know when and how to add notes that provide accurate context.
• Set up a monitoring process: You should set up a way to track how your content gets discussed and flagged in Community Notes. Having a monitoring process in place will help you stay ahead of things.
• Build connections: To make your voice heard, focus on building connections with note writers and ensuring diverse perspectives are included. The more trusted contributors you can connect with, the better chance you have of getting your story represented accurately.
• Think about your backup plans: What will you do if Community Notes misrepresents your message? You need a clear strategy ready to go, especially for those urgent situations where misinformation could cause real problems. Have a process ready for jumping in with factual corrections when needed.

Reviewed the above and think you want to be one of the first to try Meta’s Community Notes?

You can now submit a request to be added to the Waiting List for Meta Community Notes and sign up (Facebook, Instagram, Threads) to be among the first to join the program when it becomes available.

Should you even stay on Meta?

For organisations reconsidering their social media strategy, the decision to remain on Meta is something some of our clients are questioning, as they have done with leaving X for Bluesky. 

Here’s a few insights for whether you should stay on Meta or not:

• Meta is where your audience is: Your need to reach people makes it unrealistic to completely leave these platforms, especially if you’re working in advocacy or public communications.
• Your audience is still engaged: You should take a close look at where your audience spends time and how well each platform’s values match yours.
• You were previously restricted due to Meta’s social issues policy: While the new policies might clash with your mission in some cases, you might actually benefit from the looser guidelines if you’re an NGO or activist who was previously limited by political content restrictions.

What can you do to navigate Meta’s new content landscape?

If you do stay on Meta, the new content moderation policies means a careful and nuanced approach to platform engagement is essential:

• Review how you’re using Meta now: Check your engagement numbers and spot any risks, but don’t feel like you need to leave the platforms entirely. Instead, focus on making your presence stronger while playing it smart with risks.
• Lean heavily into video: Especially on Meta and LinkedIn. Remember, people form real connections with brands and public figures online, so creative video content is a great way for audiences to connect to a face at your organisation and build trust.
• Monitor engagement with your content: Set up clear rules for your team about fact-checking and engagement, and have a plan ready for tackling any false information quickly. Track how your content performs so you can adjust when needed.
• Diversify your social media presence: While Meta’s still important, don’t put all your social media eggs in one basket. Branch out to other platforms like LinkedIn and build up your own channels too. It’s all part of a sustainable social media strategy.
• Prepare your team: Make sure your team knows how to fact-check, create videos, and manage your online community well.

Does Meta’s announcement reflect changes on other social media platforms?

These content moderation changes at Meta reflect broader shifts in social media governance.

While these modifications may create new opportunities for you to reach wider audiences, they also present challenges for maintaining information integrity.

We recommend that if you stay on Meta, you should focus on building credible relationships through organic social media engagement, leveraging trusted voices, and using video content across platforms.

This approach, combined with continued advocacy for responsible platform governance, will help you navigate the evolving social media landscape.

The key to success lies in striking a balance between maintaining platform presence and implementing appropriate safeguards. And if you need help in adapting your social media strategy, the Empower team is here to support you and navigate the evolving digital landscape effectively. Contact us to get started.