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Nonprofits and Advocates Can’t Rely on Social Media Giants. Here’s How They Can Adjust.
Given all the upheaval in today’s landscape, organizations must ensure they can reach their audiences in a multitude of ways, without relying on a single platform.
May 04, 2025
Nonprofits and advocacy groups are in the midst of a mounting crisis: Social media giants are growing more chaotic, untrustworthy, and dangerous.
Just consider what’s happened in the past few weeks. Without warning, explanation, or human review, Meta suspended the Instagram account of Presbyterian Outlook—a progressive, well-established news outlet for the Presbyterian Church. The outlet noted that it had thoughtfully invested in the platform to expand its reach, but would not return given the possibility of another abrupt cancellation.
Then, weeks later, X—which has been plagued by reports of increasing misinformation and amplifying far-right accounts—was hit with cybersecurity attacks that downed the platform.
Just as social media platforms revolutionized our world decades ago—we are in the midst of another pivotal technology movement.
And Meta recently announced that it would draw from X’s technology to employ “Community Notes” on its platforms—which are purportedly meant to fill in the gaps left after the company fired its fact-checking team. Experts have warned that such a system could easily be exploited by groups motivated by their own interests.
These events are just the latest in a growing pile of evidence that organizations and advocates can’t count on social media giants like they once did. They’re fueling misinformation, inflammatory perspectives, and partisan divisions—all in the name of profits.
To continue to be effective in our increasingly digital world, organizations will need to adjust to this new landscape.
Unquestionably, charting the path forward is challenging. Many organizations and advocates have spent years investing in and building profiles on established media platforms. These groups depend on this technology to share their messaging, organize, provide educational tools, fundraise, and more. It’s difficult to shift all these resources.
Other organizations have yet to build up a robust digital presence, but don’t know where to begin, especially in today’s chaotic climate.
Wherever nonprofits and advocates fall on this spectrum, they can and should invest in technology. Here’s how they can be most effective.
First, organizations must recognize that—just as social media platforms revolutionized our world decades ago—we are in the midst of another pivotal technology movement. Given all the upheaval in today’s landscape, organizations must ensure they can reach their audiences in a multitude of ways, without relying on a single platform.
As such, they should build out opportunities for subscription-based data creation. That means reinvesting in collecting more traditional contact methods—like emails and phone numbers. It also means investing in technologies that allow them to share their messages without censorship from outside sources. Blogs and newsletter platforms can be powerful tools to communicate with audiences and provide rich discourse free from external interference.
Protected digital communities—which are only open to certain groups or are invitation-based—can also help strengthen connections between an organization’s supporters. We’re starting to employ this strategy at the Technology, Innovation, and Digital Engagement Lab (TIDEL), which is housed at Union Theological Seminary. Right now, we’re working with a cohort of faith and social justice leaders to deploy new technology to advance their missions.
We’ve recommended a platform called Mighty Networks, which uses AI to help creators build and manage online communities. Two of our fellows are using this service to support Black clergywomen through education and practical application, focusing on mental health awareness and balance. Another pair of fellows is aiming to use the platform to deliver digitally-based educational programming and sustain a community of care professionals committed to improving access to spiritually integrated, trauma-informed care.
Make no mistake: Nonprofits and advocacy organizations need a digital presence to be effective. But they’ll have to adjust to shield themselves from the chaos and malice of social media giants.
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Human Rights Experts: Meta's Trump-Friendly Policies Could Be 'Conduit' for 'Genocide'
"Rather than learning from its reckless contributions to mass violence in countries including Myanmar and Ethiopia, Meta is instead stripping away important protections that were aimed at preventing any recurrence of such harms."
Feb 17, 2025
An expert on technology and human rights and a survivor of the Rohingya genocide warned Monday that new policies adopted by social-media giant Meta, which owns Facebook and Instagram, could incite genocidal violence in the future.
On January 7, Meta CEO Mark Zuckerberg announced changes to Meta policies that were widely interpreted as a bid to gain approval from the incoming Trump administration. These included the replacement of fact-checkers with a community notes system, relocating content moderators from California to Texas, and lifting bans on the criticisms of certain groups such as immigrants, women, and transgender individuals.
Zuckerberg touted the changes as an anti-censorship campaign, saying the company was trying to "get back to our roots around free expression" and arguing that "the recent elections also feel like a cultural tipping point toward, once again, prioritizing speech."
"With Zuckerberg and other tech CEOs lining up (literally, in the case of the recent inauguration) behind the new administration's wide-ranging attacks on human rights, Meta shareholders need to step up and hold the company's leadership to account to prevent Meta from yet again becoming a conduit for mass violence, or even genocide."
However, Pat de Brún, head of Big Tech Accountability at Amnesty International, and Maung Sawyeddollah, the founder and executive director of the Rohingya Students' Network who himself fled violence from the Myanmar military in 2017, said the change in policies would make it even more likely that Facebook or Instagram posts would inflame violence against marginalized communities around the world. While Zuckerberg's announcement initially only applied to the U.S., the company has suggested it could make similar changes internationally as well.
"Rather than learning from its reckless contributions to mass violence in countries including Myanmar and Ethiopia, Meta is instead stripping away important protections that were aimed at preventing any recurrence of such harms," de Brún and Sawyeddollah wrote on the Amnesty International website. "In enacting these changes, Meta has effectively declared an open season for hate and harassment targeting its most vulnerable and at-risk people, including trans people, migrants, and refugees."
Past research has shown that Facebook's algorithms can promote hateful, false, or racially provocative content in an attempt to increase the amount of time users spend on the site and therefore the company's profits, sometimes with devastating consequences.
One example is what happened to the Rohingya, as de Brún and Sawyeddollah explained:
We have seen the horrific consequences of Meta's recklessness before. In 2017, Myanmar security forces undertook a brutal campaign of ethnic cleansing against Rohingya Muslims. A United Nations Independent Fact-Finding Commission concluded in 2018 that Myanmar had committed genocide. In the years leading up to these attacks, Facebook had become an echo chamber of virulent anti-Rohingya hatred. The mass dissemination of dehumanizing anti-Rohingya content poured fuel on the fire of long-standing discrimination and helped to create an enabling environment for mass violence. In the absence of appropriate safeguards, Facebook's toxic algorithms intensified a storm of hatred against the Rohingya, which contributed to these atrocities. According to a report by the United Nations, Facebook was instrumental in the radicalization of local populations and the incitement of violence against the Rohingya.
In late January, Sawyeddollah—with the support of Amnesty International, the Open Society Justice Initiative, and Victim Advocates International—filed a whistleblower's complaint against Meta with the Securities and Exchange Commission (SEC) concerning Facebook's role in the Rohingya genocide.
The complaint argued that the company, then registered as Facebook, had known or at least "recklessly disregarded" since 2013 that its algorithm was encouraging the spread of anti-Rohingya hate speech and that its content moderation policies were not sufficient to address the issue. Despite this, it misrepresented the situation to both the SEC and investors in multiple filings.
Now, Sawyeddollah and de Brún are concerned that history could repeat itself unless shareholders and lawmakers take action to counter the power of the tech companies.
"With Zuckerberg and other tech CEOs lining up (literally, in the case of the recent inauguration) behind the new administration's wide-ranging attacks on human rights, Meta shareholders need to step up and hold the company's leadership to account to prevent Meta from yet again becoming a conduit for mass violence, or even genocide," they wrote. "Similarly, legislators and lawmakers in the U.S. must ensure that the SEC retains its neutrality, properly investigate legitimate complaints—such as the one we recently filed, and ensure those who abuse human rights face justice."
The human rights experts aren't the only ones concerned about Meta's new direction. Even employees are sounding the alarm.
"I really think this is a precursor for genocide," one former employee toldPlatformer when the new policies were first announced. "We've seen it happen. Real people's lives are actually going to be endangered. I'm just devastated."
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Zuckerberg Extols 'Masculine Energy' in Corporate America as Meta Kills DEI Programs
"Remember, Zuckerberg built Facebook not for social connection but to rate the hotness of his female college mates," noted one critic.
Jan 11, 2025
As numerous U.S. corporations bend to the right with the political winds swirling around Republican President-elect Donald Trump's imminent return to power, Meta CEO Mark Zuckerberg is following up on his company's termination of its fact-checking program by ending its diversity, equity, and inclusion programs and praising "masculine energy" in corporate America.
"I think a lot of the corporate world is, like, pretty culturally neutered," Zuckerberg said during an interview with the eponymous host of "The Joe Rogan Experience" podcast on Friday. Meta is the parent company of social platforms including Facebook, Instagram, and Threads.
Explaining that he has "three sisters, no brothers" and "three daughters, no sons," Zuckerberg continued: "So I'm, like, surrounded by girls and women, like, my whole life. And it's like...I don't know, there's something, the kind of masculine energy, I think, is good."
"And obviously, you know, society has plenty of that, but I think corporate culture was really like trying to get away from it," he said. "And I do think that... all these forms of energy are good. And I think having a culture that, like, celebrates the aggression a bit more has its own merits that are really positive."
The tech industry is built on 'masculine energy', a bro--no girls allowed--culture. Remember Zuckerberg built Facebook not for social connection but to rate the hotness of his female college mates. www.bloomberg.com/news/article...
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— Amy Diehl, Ph.D. (@amydiehl.bsky.social) January 11, 2025 at 8:09 AM
Zuckerberg elaborated:
I do think that if you're a a woman going into a company, it probably feels like it's too masculine. Right? And it's like there isn't enough of the kind of the energy that you may naturally have. And it probably feels like there are all these things that are set up that are biased against you. And that's not good either, 'cause you want women to be able to succeed.
But I think these things can... go a little far. And I think it's one thing to say we want to be kind of, like, welcoming and make a good environment for everyone. And I think it's another to basically say that masculinity is bad. And I, I just think we kind of swung culturally to that part of the... spectrum where, you know, it's all like, okay, masculinity is toxic. We have to, like, get rid of it completely.
No... Both of these things are good, right? It's like, you want, like, feminine energy, you want masculine energy... I think that that's all good. But I do think the corporate culture sort of had swung towards being this somewhat more neutered thing. And I didn't really feel that until I got involved in martial arts, which I think is still a more, much more masculine culture.
While some social media observers attributed Zuckerberg's shift to factors like "the power of gym bro masculinity," others noted the rightward shift in corporate America accompanying Trump's White House return and Republicans' control of both houses of Congress.
"Zuck is a Cuck": Meta's Billionaire Bends The Knee to MAGA Mark Zuckerberg joins a rogue's gallery of billionaires capitulating to Donald Trump's threats and promoting MAGA's agenda against truth, democracy, and diversity for the sake of self-preservation. thelefthook.substack.com/p/zuck-is-a-...
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— Wajahat Ali (@wajali.bsky.social) January 10, 2025 at 6:47 PM
Nowhere is this more pronounced than in the wave of companies ending or dialing back diversity, equity, and inclusion (DEI) programs. The growing list includes McDonald's, Walmart, Boeing, Molson Coors, Ford, Harley-Davidson, John Deere, Amazon, and—as of Friday—Meta.
According to an internal memo from Meta vice president of human resources Janelle Gale viewed by several media outlets, Meta is immediately ending DEI programs in hiring, training, and supplier selection because the "legal and policy landscape surrounding diversity, equity, and inclusion efforts in the United States is changing."
"The term 'DEI' has also become charged, in part because it is understood by some as a practice that suggests preferential treatment of some groups over others," Gale explained.
Meta's move follows Tuesday's announcement that the company is ending its third-party fact-checking program because it is "too politically biased" and replacing it with community notes à la X, the social media platform formerly known as Twitter and owned by Elon Musk, who will co-chair the Trump administration's Department of Government Efficiency.
The announcement also said Meta "will be moving the trust and safety teams that write our content policies and review content out of California to Texas and other U.S. locations."
As part of its broad new "free expression" policy, Meta will also permit certain speech widely considered hateful by human rights defenders.
According to training materials
viewed byThe Intercept and other media outlets, Meta users will be able to say things like "immigrants are grubby, filthy pieces of shit," "Black people are more violent than whites," "Italians are dickheads," women are "household objects" or "property," and transgender people are mentally ill. Calling trans people "trannies" or "it" is now also acceptable on Meta sites.
I got a warning for posting "you are an evil man" to Zuck but not for posting "you are a degenerate tranny." Real nice system they have at Meta.
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— Alejandra Caraballo (@esqueer.net) January 10, 2025 at 7:50 PM
The New York Timesreported Friday that Meta has ordered its offices in Silicon Valley, New York, and Texas to remove the tampons which had been offered to transgender and nonbinary employees who use men's restrooms. The report also said that Meta has removed trans and nonbinary themes from its Messenger chat app.
Zuckerberg has also appointed UFC CEO Dana White, a friend and supporter of Trump, to Meta's board of directors,
explaining, "I've admired him as an entrepreneur and his ability to build such a beloved brand."
These moves followed a November meeting between Trump and Zuckerberg at the former's Mar-a-Lago resort in Florida, after which Meta reportedly also gave $1 million to the president-elect's inauguration fund.
Zuckerberg's alignment with key elements of Trumpism represents a stark departure from just a few months ago, when, in a new book, Trump accused him of inimical "plotting" during the 2020 election and said he threatened to imprison the tech billionaire for life if he did so again in 2024.
Now, Zuckerberg's blasting outgoing Democratic President Joe Biden. He told Rogan Friday that during the coronavirus pandemic, Biden administration officials would "call up and, like, scream... and curse" at Meta leaders over Covid-19 misinformation.
Some internet users poked fun at Meta's new policies, with one popular meme satirically claiming that Zuckerberg "died of coronavirus and complications from syphilis."
Who needs dumb old facts anyways?
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— JonZoidberg ( @jonzoidberg.bsky.social) January 7, 2025 at 8:42 PM
But others took a more serious view of Zuckerberg's about-face, with the Electronic Frontier Foundation (EFF) asserting this week that "these changes reveal that Meta seems less interested in freedom of expression as a principle and more focused on appeasing the incoming U.S. administration."
"Meta has long been criticized by the global digital rights community, as well as by artists, sex worker advocacy groups, LGBTQ+ advocates, Palestine advocates, and political groups, among others," EFF added. "A corporation with a history of biased and harmful moderation like Meta [needs] a careful, well-thought-out, and sincere fix that will not undermine broader freedom of expression goals."
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