Communication: Is It Time to Break Away from X, Facebook, and Instagram? The Corporate Dilemma
The announcement by a visibly transformed Mark Zuckerberg, on the eve of Donald Trump’s return to the White House, that fact-checking and moderation would be abolished on Facebook and Instagram in the name of “freedom of expression” has reignited a longstanding debate.
This controversy, which first intensified following Elon Musk’s takeover of Twitter, has been further stoked by Musk’s outspoken support for the new President. Should we continue to operate on platforms whose business models rely heavily on amplifying tensions, conflicts, and hate speech, even though this deviation from their original purpose has been largely shaped by user behaviour? The issue grows increasingly urgent in light of these platforms’ exponential role in political manipulation. For commercial businesses, however, withdrawal constitutes a particularly complex and nuanced challenge.
In recent weeks, numerous public institutions in France have announced their decision to depart from X. Among them are the regions of Brittany, Nouvelle-Aquitaine, and Grand Est, as well as cities such as Paris, Nice, and Strasbourg. High-profile political figures, including Sandrine Rousseau, Raphaël Glucksmann, and Roland Lescure, have also followed suit. Meanwhile, media outlets such as Le Monde and Ouest-France have taken similar steps. Notably, the movement has seen its greatest momentum within the non-profit sector, with 80 organisations issuing a joint statement advocating for leaving X. Universities, schools, and trade unions have joined the exodus, with the CFDT union having departed as early as last December. An application, Helloquittex.com, has even been developed to guide users through the process of deactivating their accounts. Despite this, the French government has yet to address the issue, which remains a divisive one, broadly reflecting, though not entirely aligning with, the traditional left-right political spectrum. On one side, there is a firm stance against the spread of intolerance, violence, conspiracy theories, racism, sexism, and climate change denial. On the other hand, there is a concern for maintaining effectiveness. “The political fight must be waged across all media fronts,” argues Franck Louvrier, former communications adviser to Nicolas Sarkozy and now mayor of La Baule. Mark Zuckerberg’s policy shift is still too recent for account deletions to have had a significant impact on Facebook and Instagram, but this question is bound to emerge in the near future.
Companies have been more discreet about their intentions and responses. While the mass departure of advertisers from X after Musk’s takeover is a clear signal, it occurred quietly, without public declarations nor overt announcements. Nonetheless, ceasing or reducing advertising campaigns is not the same as completely abandoning a platform. X may have 619 million users with a relatively homogeneous demographic, but Facebook and Instagram boast 3 billion and 2 billion users respectively, reflecting a vast and diverse global audience. Even though these figures can be misleading, as these platforms fragment audiences into smaller isolated communities, they remain significant enough to give businesses pause for thought. Can companies afford to remain silent or absent from platforms where their customers are active?
However, this status quo may not last. Two-thirds of French citizens (66%) now report increased distrust towards content on Instagram and Facebook , and 71% are even considering boycotting Meta’s platforms altogether. Experts suggest that, before long, disinformation may be recognised by the public as a risk on par with climate change2. Brands, therefore, need to adapt. On social media, they must prioritise transparency in their content while striving to cultivate and preserve trust with their audiences. Furthermore, diversifying their social media presence to encompass platforms that champion moderation and fact-checking, such as BlueSky or Mastodon, could present a strategic advantage.
Ultimately, the decision will rest with the users themselves; and, in making that choice, they may impart true significance to the principle of freedom of expression so often espoused by Elon Musk and Mark Zuckerberg.
Éric Giuily, President
Valentine Busnel, Account manager
Beryl Chalet, Junior consultant