Navigating the Twitter/X Exodus: Why Schools and Universities Need to Look Beyond Social Media Networks to Manage and Engage their Community.

In recent times, the social media landscape has witnessed a noticeable shift, particularly with Twitter (now known as ‘X’) experiencing a significant decline in its active user base.

For educational institutions that rely heavily on social media platforms to connect with their communities, this type of shift can pose a significant challenge.

In this article, we’ll delve into the repercussions of the Twitter/X exodus on schools and universities and underscore the importance of your own platforms to manage and engage your communities.

The Twitter/X Exodus

1.      The Data

Recent statistics reveal a sharp decline (of nearly 15%) in Twitter’s global monthly active user count, as well as a 38% decline in global app downloads, signalling a shift in user preference and online behaviour. Whether it’s the rise of alternative platforms, such as Instagram or TikTok, or general disagreement of Elon Musk’s’ handling of the network, the numbers don’t lie – Twitter/X’s once-thriving community is experiencing a downturn.

2.      Impact on Educational Communities:

For schools and universities, Twitter has been a vital tool for communication. From sharing updates, event details, archival content, to fostering student, parent, and alumni engagement, the implications of a diminishing Twitter user base are far reaching. Whilst many of you will (wisely) use multiple social media networks as part of your overall communication and engagement strategies, the question still arises: What happens when your community is no longer active on the social media networks you rely on?

The Importance of Community Engagement:

1.      Community Building on Social Media Networks

There is no denying the benefits of social media for community building, offering a public space for schools and universities to interact with students, parents, alumni, and prospective students/parents. However, as user engagement wanes on some platforms, educational institutions are left grappling with the challenge of maintaining a vibrant online presence.

2.      The Risks of Social Media Dependency

Whilst the risk can be mitigated by using a range of different social media networks, relying solely on third-party platforms exposes educational communities to risks such as loss of control, privacy concerns, or even concerns over the values and leadership of social media networks (as in the case of St Columba’s School, who decided to remove themselves from Twitter/X due to concerns over the way the platform was being monitored). Ultimately the ebb and flow of social media trends are unpredictable, and can change quickly, making it imperative for institutions to reconsider their dependence on external networks.

Transitioning to Private Community Systems:

1.      Advantages of Private Communities:

The solution lies in investing in private community platforms. Unlike public platforms, these systems offer your institution increased control, enhanced data privacy, and a more personalised experience for your community members. It’s a shift towards autonomy in managing and nurturing your community.

2.      Building your own Platform

Some educational institutions have thrived by creating their own communication platforms, however this can be costly and certainly not necessary with the number and quality of solutions on offer. Our advice, is to choose a platform that specialises in solutions for the education sector. The result? A tailored system on which you can better cater to the unique needs of your community, fostering a sense of belonging and engagement.

Remember, a social media presence, and your community platform can (and should) co-exist, but be aware of its limitations and focus your resources on building and engaging your community within your own private platform. 

Tips for Creating a Successful Community Platform:

1.      Communication Strategies

Ensure you communicate effectively with your community to help retain active participants. Personalise your communications to encourage sign-ups or provide incentives (teasers of photos or videos of your community members can work well here), and ensure you encourage commentary and conversation on your platform.

2.      User friendly platforms

When exploring private community platforms, opt for user-friendly options that facilitate seamless communication. Features like direct messaging, events, and accessible interfaces, all contribute to a positive user experience. Also consider what features you really need, and ensure you are not paying for features you won’t use.  

Conclusion

As the Twitter/X exodus continues, it’s time for educational institutions to take control of their online communities. Investing in private community platforms not only mitigates the risks associated with social media dependency but also allows schools and universities to tailor their communication strategies for optimal engagement. By moving away from third-party platforms, you can ensure a secure, personalised, and thriving community that stands the test of evolving social media trends.

SocialArchive® is a user-friendly digital platform for the education sector, purpose built for you to turn your history into a powerful way to connect to, manage, and drive engagement with, your alumni. Contact us today to find out more.